In cooperation with the university and public authorities the tourist trade in North Jutland have developed a model for sustainable tourism in the region.

The model incorporates all 3 main aspects of sustainability; economic, environmental and socio-cultural sustainability. The aim has been to become the leading provider of sustainable tourist products in Denmark to gain the environmental benefits as well as the business benefits. The model comprises 4 steps or levels, and the enterprises can be certified according to which levels they have completed. Level 1 aims at achieving environmental improvements (reducing the use of energy and resources, recycling etc), and hereby economic savings. Level 2 enhances the environmental improvements and results in a certification, the Flower (European eco-label). At level 2 socio cultural sustainability issues also have to be faced by the enterprise. To reach level 3 and 4 the enterprises have to require sustainable and environmentally friendly solutions from all their providers. A strong integration with the local community is another important issue at this level. At this point a number of hotels and inns have been labelled with the Flower, and the first caravan site ever to be labelled with the Flower is situated in Skagen in North Jutland. Aalborg zoo have reached level 3 in the model.