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A whitepaper by VivaCITY

The score is not the story

What does it really mean for a city to be sustainable?

This whitepaper, developed through a unique collaboration between City Destinations Alliance (CityDNA), Simpleview and Place Generation, explores the role of sustainability indexes and certifications in urban tourism. Drawing on insights from 71 European cities, expert interviews, as well as real-world case studies, it challenges the idea that high scores alone define success.

Instead, it calls for a more nuanced, human-centred approach—one that values lived experiences, local context, and long-term commitment over rankings.

Get the whitepaper

“At Simpleview, we believe data should inform destination strategy—not dictate it. This whitepaper reflects our commitment to helping cities use sustainability frameworks to generate insight, foster collaboration, and guide long-term growth. It’s about creating places where both residents and visitors can thrive.”

Ryan George, CEO, Simpleview

“This whitepaper is a call to action for all of us in the visitor economy. It reminds us that sustainability is not a badge—it’s a journey. At CityDNA, we’re proud to support destinations that are brave enough to ask hard questions and bold enough to lead with purpose.”

Barbara Jamison, Chair, CityDNA