Definetely standards define a path to follow and a pressure on those tourism activities that live damaging the environment or affecting local societies. So, entrepreneurs now have the choice either to use them or not, if they do they will obtain recognition by other organizations and specially by consumers, and this is specially important nowadays in the world, since more a more people are choosing fair trade and ecological products. 
Responsibility in people, for their environment and communities, is a growing trend that no one could stop now. So, from this point of view, standards will force tourism companies to become sustainable, one key fact, of course, is that consumers now prefer a sustainable tourism activity rather than a non sustainable one. The sucess of this adventure is making tourism sustainable is in the hands of the public, the consumers.

Some of the previous weaknesses in promoting sustainability were the facts that indicators were mostly oriented to quality or not able to follow a serious monitoring system. But by linking these standards with a well organized auditing system, then these indicators can be monitored and then we can have a clear idea of what actions are missing to become sustainable. Complying standards may be a new issue to entrepreneurs, but consumers of tourism have to have clear that this is the only way that tourism companies can prove that they are responsible with their environment and societies, in other words sustainable.

Becoming sustainable is not only a self declaration that may not be proved or an intention that may not take place in the future. These standards are linked with auditing procedures and reports that constitute a tangible evidence that tourism companies are becoming sustainable. By using standards it can be shown how entrepreneurs become sustainable, it is a measurable mechanism to evolution.

Being responsible is more urgent nowadays. We can see around the world how fragile environments dissapear and how traditional cultures are destroyes by the 'occidental' invasion. Now, more than ever we have the opportunity to conserve the little resources that remain in our mother Earth. Our responsibility with the environment and society is very important. By consuming non sustainable products and services, like tourism in many places, we are only contributing with destruction. Would you like your sons and daughters to visit the wonderful places you have already visited? How do you know these places will continue existing? The answer is having verifyable measures responsible with our environment and our societies, like these standards.

After many years discussing, and seeing how for instance hurricanes around the world caused by the greenhouse effect and other destructive phenomena occur, we have agreed that global issues affect everyone. But, since it is a problem of all of us, why do I have to do something to solve it? And then we all think in the same way until destruction reaches us, and by that time it is too late to do something. This tragedy of the commons can be avoided if we beging doing something in our own place, like either, from the consumer's side choosing a sustainable service like certified tourism, or from the tourism company's side, becoming certified. But also, we have the opportunity to make a change, working directly with our regional or country offices, or by telling your friends and family to make the right choice: to consume certified tourism.

4 continuing years of research. 32 workshops in 12 countries. 6 pilot experiences in 6 countries. Forums with more than 200 participants. Partnerships with four international organizations and 18 country organizations that participated in the pilot experiences. Review of most of the available literature and past experiences in tourism sustainability. Our commitment is with both, the present and the future generation.