Hello !
Welcome to my page!
My name is María Ester Guðjónsdóttir,
and I have over a decade of experience in the tourism industry.
I specialize in sustainable tourism, working systematically to help companies implement sustainable solutions and develop responsible practices within their operations.
I hold an academic background in tourism and sustainable development, and have worked in various roles across the industry — including operations, management, sales, supplier negotiations, and customer relations — at campsites, hotels, and travel agencies.
I have completed training and certification with the Global Sustainable Tourism Council (GSTC) and am licensed to work as a sustainability auditor. I also hold a personal certificate confirming my knowledge of the GSTC standards.
Additionally, I have completed training and passed the exam with Travelife for Tour Operators, focused on sustainability management. Among other exciting things!
if you'd like to get to know me better,
feel free to visit my LinkedIn profile.
My Certifications
Global Sustainable Tourism Council - GSTC
- Certified auditor for sustainability standards for tour operators, travel agencies, and accommodation providers
- Professional certificate confirming completion of training and examination on the standards
Travelife For Tour Operators
- Accredited Travelife Coach
- Certified Travelife Desk-Auditor
- Sustainability Management – completed training and tests
University Degrees
- Bachelor’s degree in Business Administration with a focus on Tourism
- Master’s degree in Tourism with a focus on Sustainability
- Diploma in bookkeeping/accounting
Partnership
I am a UCSL (United Certification Systems Limited) representative for the Nordic region
and also work as a GSTC auditor for sustainable tourism on behalf of UCSL.
UCSL is one of the first certification bodies to be officially accredited by the GSTC (Global Sustainable Tourism Council), receiving recognition in 2019. With extensive knowledge and experience, UCSL conducts professional audits for tourism and hospitality businesses around the world seeking certification according to the GSTC standard – the globally recognized benchmark for sustainability and quality in tourism.
Learn more at ucsl.eu
About the page
This page is intended as an information and learning platform for anyone interested in sustainable tourism.
Promoting education and sharing resources for people working in tourism has long been close to my heart.
While there is already great content available on institutional websites and international platforms,
I felt there was a need for a space that speaks directly to the people within the industry.
So, I decided to give myself this website as a Christmas gift in 2024 – along with an Instagram and Facebook page.
This project combines my passion, experience, and deep commitment to supporting sustainable development in Icelandic tourism.
The goal of this page is to:
-
Share practical knowledge and insight about sustainable tourism
-
Provide tools and guidance for companies and individuals in tourism
who want to improve sustainability in their operations -
Be a space for innovation, research, and inspiring examples from the industry
About the content
The information on this site is based on my own research, work, and the knowledge I’ve gained
through years of study and professional experience.
It also draws from other research, academic sources, and the wisdom shared by people
who have contributed their expertise in this field.
I hope this page gives you inspiration and useful tools to take part in the sustainable development of tourism in Iceland.
Whether you’re an employee, a manager, or simply interested in the topic,
my goal is to help you succeed with sustainable solutions that benefit nature, communities, and travelers alike.
Get in touch or follow along:
Follow me on Instagram and Facebook for the latest updates, insights, and inspiration
to make Icelandic tourism even more sustainable.
Here’s how I can support you
consulting
Tailored consulting for companies.
Analysis of the current situation, development of a strategy, and implementation plan for sustainability in operations.
Certifications
Preparation for audits
(e.g. GSTC, Green Key, or Travelife).
Review of documents, procedures, and guidelines.
Note: If I provide assistance or consulting, I will not be able to act as an auditor for the company.
Training and workshops
Tailored training and workshops for staff and tour guides.
Long-term Follow-up
Ongoing support, strategy development, and assistance with sustainability actions through regular meetings.