The Sustainable Innovative Destination Label

Awarded the "Destination Innovante Durable" label in December 2020, Deauville is one of the first five French cities to be certified as a "Sustainable Innovative Destination". 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 aimed at towns and cities that want to structure their actions in favor of sustainable tourism and amplify the effects of their best practices by involving all local stakeholders (local authorities, venues, events, socio-professionals, etc.). The aim is for visitors to benefit from a responsible offer from the beginning to the end of their stay: hotels, catering, mobility, activities, shopping, cultural events, etc. It's a global, proactive approach that resonates at an international level, since each pilot organization responsible for promoting and developing the subject locally must first be ISO 20121 certified (the international reference standard for responsible events).

The interest and solidity of this approach are based on 5 major points:

  • local political will
  • the scope of action covered by the standard
  • coordination with other local stakeholders
  • the principle of auditing by a certification body
  • scalability of the repository over time

Obtaining the

The "Sustainable Innovative Destination" reference system comprises 8 challenges and 26 actions. Obtaining the label attests to the successful completion of the actions initially designated by the pilot organization itself, which must commit to an initial base of at least 8 actions (one action per issue). As the principle of progressiveness is 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 conducts audits every 18 months to verify compliance with its requirements and the achievement of set objectives.

The 8 challenges

  1. Challenge 1: Deploy open and transparent governance
  2. Priority 2: Strengthen sustainable mobility to achieve carbon neutrality by 2050
  3. Priority 3: Promote responsible consumption and combat waste
  4. Challenge 4: Make tourism a driving force for inclusion
  5. Priority 5: Enhance the destination's economy and protect its heritage
  6. Priority 6: Mobilize resources to foster sustainable innovation in the tourism sector
  7. Priority 7: Involve tourists, professionals and event organizers in sustainable development.
  8. Priority 8: Pay special attention to public safety


The directory of our actions

Open governance

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Sustainable mobility

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Responsible consumption

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Making tourism an engine of inclusion

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Enhancing and protecting our heritage

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Fostering sustainable innovation

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Bringing all publics together in a sustainable dynamic

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Special attention to public safety

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

Our tourist information offices :

Résidence de l'Horloge
Quai de l'Impératrice Eugénie
14800 Deauville
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Place Jean Mermoz
14640 Villers-sur-Mer
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32 bis avenue Michel d'Ornano
14910 Blonville-sur-Mer
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40 rue du Général Leclerc
14113 Villerville
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20 Place Lemercier
14800 Touques
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Promenade Louis Delamare
(behind the first-aid post)
14800 Tourgéville
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