Partners & Investors
Building the future of sustainable tourism together.
Green Path is building the operational infrastructure for the next generation of sustainable tourism.
Sustainability is no longer a trend. It is becoming an essential part of how tourism businesses operate.
Across Europe, regulations are evolving, travellers expect greater transparency, and destinations are looking for measurable impact rather than marketing claims.
Yet despite these changes, many tourism organizations still face the same challenge. They understand why sustainability matters. What they often lack is a practical system that helps them implement it.
Green Path was created to bridge that gap. We are building an integrated ecosystem that combines technology, education, governance, assessment and continuous improvement into one practical platform designed specifically for the tourism industry.
Our ambition is not simply to certify organizations. Our ambition is to help them become genuinely more sustainable.
Our Vision
Sustainability as part of everyday business operations.
We believe sustainability should become part of everyday business operations rather than an annual reporting exercise.
Our vision is to become one of Europe's leading sustainability implementation ecosystems by providing practical tools that enable tourism organizations to measure, improve and demonstrate their sustainability performance with confidence.
We believe lasting change is built through partnerships, knowledge sharing and continuous improvement.
What We Have Built
Products before investment.
Unlike many early-stage startups, Green Path has focused on building products before seeking investment. Today, the Green Path ecosystem includes:
Sustainability Management System (SMS)
A comprehensive implementation framework consisting of governance documents, operational procedures and practical guidance that helps tourism organizations build sustainability into their daily operations.
Green Path Academy
A digital learning platform designed specifically for tourism professionals, providing practical education through structured learning modules.
GRAIL Assessment Framework
Our proprietary sustainability maturity assessment methodology. Rather than measuring compliance alone, GRAIL evaluates organizational maturity across governance, environmental responsibility, social impact, operational implementation and long-term resilience.
Green Path Certification
A certification model focused on recognizing measurable progress and continuous improvement rather than one-time achievements.
Green Path Software Platform
Currently under development, integrating sustainability assessments, documentation management, evidence collection, SMS implementation, Academy integration, partner dashboard, progress monitoring and impact tracking.
Experience System Mapping (ESM)
An internally developed AI-assisted business intelligence methodology that helps identify and engage tourism organizations through highly personalized and research-based outreach.
Why Now
The tourism sector is changing rapidly.
Organizations increasingly require practical sustainability implementation, staff education, governance documentation, evidence management, continuous improvement, transparent communication and measurable sustainability performance.
Rather than addressing these needs separately, Green Path connects them into one integrated ecosystem.
Market Opportunity
Green Path is initially focused on the European tourism sector, including:
Thousands of tourism businesses will require structured sustainability implementation over the coming years as regulations and market expectations continue to evolve.
What Makes Green Path Different
One integrated ecosystem, not separate services.
Many organizations provide only one part of the sustainability journey. Some provide consultancy. Some perform audits. Some develop software. Some provide education.
Green Path connects these elements into one integrated ecosystem.
Rather than asking organizations to coordinate multiple providers, we provide one structured pathway supporting businesses from their first sustainability assessment through continuous improvement.
Progress to Date
Built before investment.
Without external investment, Green Path has already achieved significant milestones.
Business Model
Long-term value through recurring partnerships.
Rather than delivering one-time consultancy projects, we focus on building long-term relationships that support ongoing development.
Growth Strategy
A clear roadmap to scale.
2026
- Complete software platform
- Expand across Central Europe
- Grow strategic partnerships
- Launch integrated digital certification ecosystem
2027
- Scale across Europe
- Expand technology capabilities
- Strengthen international partnerships
- Progress toward GSTC Recognized Standard alignment
Long-Term Vision
Position Green Path as one of Europe's leading sustainability implementation ecosystems supporting tourism organizations, destinations and future sustainability leaders.
Why We Are Seeking Investment
Investment to accelerate proven execution.
Our objective is not simply to grow faster. Our objective is to build a scalable platform capable of supporting thousands of tourism organizations across Europe.
We are looking for strategic investors who share our long-term vision and believe sustainability should become practical, measurable and accessible for every tourism organization.
Open Collaboration
Meaningful change cannot be achieved by one organization alone.
Green Path actively welcomes collaboration with:
The GRAIL Sustainability Index
One of Green Path's long-term initiatives is the development of the GRAIL Sustainability Index — an independent research initiative that measures sustainability maturity across tourism organizations and destinations while encouraging transparency, continuous improvement and evidence-based decision making.
Rather than becoming another ranking system, the GRAIL Sustainability Index aims to become a collaborative knowledge platform that helps the tourism industry better understand sustainability performance and identify opportunities for improvement.
We warmly invite NGOs, universities, researchers, tourism experts, industry associations and destination organizations to collaborate through research, case studies, technical expertise and shared knowledge.
The future of sustainable tourism will not be built by one organization. It will be built through collaboration.
Founder
Vedran Kovac
Founder & CEO
Vedran Kovac
Founder & Managing Director
Vedran combines more than a decade of experience in tourism, international business development and sustainability. He holds an MBA in Business Administration and Tourism Management and is the creator of the GRAIL Assessment Framework and the Green Path ecosystem.
His work is guided by five principles that continue to shape every Green Path product and partnership:
- 1Partnership before transactions.
- 2Know-how before credentials.
- 3Continuous improvement before perfection.
- 4Technology supporting people, not replacing them.
- 5Practical implementation over theoretical compliance.
Let's Build the Future Together
Green Path is more than a certification initiative.
We are building the operational infrastructure that enables tourism organizations to implement sustainability with confidence.
Whether you are an investor, tourism organization, university, NGO, destination manager or technology partner, we would be delighted to explore how we can work together.
Get in Touch