The Sustainable Innovative Destination Label

With this label, Deauville will be one of the first five French cities to be certified as a "Sustainable Innovative Destination" in December 2020. This new national standard, created at the initiative of the France Congrès et Evénements association, aims to accelerate the challenges of sustainable tourism and eco-responsible event planning throughout the destination. The approach covers both business and leisure tourism.


Sandrine Boyer Engel

The label is intended for cities and towns that want to structure their actions in favor of sustainable tourism and amplify the effects of their good practices by involving all the stakeholders in the area (local authorities, venues, events, socio-professionals, etc.). The aim is to ensure that visitors benefit from a responsible offer from the beginning to the end of their stay: hotels, restaurants, mobility, activities, shopping, cultural events, etc. This is a global and proactive territorial approach that resonates at the international level, since each pilot organization in charge of leading and developing the subject locally must first be certified ISO 20121 (the international reference standard for responsible events)

The interest and the solidity of the approach rest on 5 major points:
- the local political will
- the scope of action covered by the framework
- coordination with other local stakeholders
- the principle of auditing by a certification body
- the evolution of the standard over time

Obtaining the label

The "Sustainable Innovative Destination" reference system is made up of 8 issues and 26 actions. Obtaining the label attests to the successful completion of the actions designated at the outset by the pilot organization itself, which must commit to an initial set of at least 8 actions (one action per issue). The principle of progressiveness being the rule, the actions carried out are then destined to evolve continuously during the period of validity of the label.

Bureau Veritas France awards the label for a period of three years and verifies by audit every 18 months that the requirements have been met and the objectives achieved.

The 8 issues

Issue 1: Deploying open and transparent governance
Issue 2: Strengthen sustainable mobility to achieve carbon neutrality by 2050
Issue 3: Promote responsible consumption and fight against waste
Issue 4: Make tourism a driver of inclusion
Issue 5: Enhance the economy and protect the destination's heritage
Issue 6: Mobilize resources to promote sustainable innovation in the tourism sector
Issue 7: Involve tourists, professionals and event organizers in the sustainable dynamic
Issue 8: Pay specific attention to public safety


The directory of our actions


Contact us :
+33 (0)2 31 14 40 00

Our tourist information offices :

Residence de l'Horloge
Quai de l'Impératrice Eugénie
14800 Deauville
See the opening hours

Place Jean Mermoz
14640 Villers-sur-Mer
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32 bis avenue Michel d'Ornano
14910 Blonville-sur-Mer
See the opening hours

40 rue du General Leclerc
14113 Villerville
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20 Place Lemercier
14800 Touques
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Promenade Louis Delamare
(behind the first aid station)
14800 Tourgéville
See the opening hours