In this episode of the FHS Podcast, Randy Durband, CEO of the Global Sustainable Tourism Council (GSTC), joins Daria Smith to discuss how sustainability is becoming a key driver for hospitality investment. They explore the growing importance of GSTC certification for hotels and destinations, the tangible business benefits, and how investors are increasingly factoring in ESG criteria. Randy also shares his insights on overcoming industry barriers to sustainability, especially in fast-growing markets like Dubai.