Regional tourism consultancy Tilma Group has become B Corp Certified, setting a new benchmark for responsible and transparent tourism in Australia, and independently verifying its commitment to protecting the social fabric and natural beauty of rural Australia.
Out of more than 2.7 million Australian businesses, only 578 are certified B Corporations, placing Tilma in the top 0.02% of organisations nationwide meeting this global standard.
Tilma Group’s Managing Director, Linda Tillman, said Tilma’s 18-month journey to achieve B Corp status was in response to growing concern around responsible tourism and transparency within the industry.
“As a regional tourism consultancy, becoming B Corp Certified is a defining moment for our industry,” Linda said. “As Australia prepares for global attention leading into the 2032 Games and visitor demand is expected to surge, Tilma’s focus is on ensuring tourism is transparent, responsible and protects our rural way of life.
“By becoming a B Corp, we are moving past the sales talk and opening our books to independent experts who verify exactly how we treat communities and the planet.
“We’re leading by example and aiming to inspire and empower others across the regional tourism and events industry to join us in taking positive steps towards sustainable practices when meeting the growing demands of visitors.”
B Corps are businesses meeting verified global standards for social and environmental performance, transparency, and accountability. They envision a better economic system where profitable businesses can benefit people, communities, and the planet.
Tilma’s certification aligns with a national shift in the industry.
Tourism Australia recently launched its ‘Green is Our Gold’ commitment to sustainable tourism, while Tourism and Events Queensland is currently developing a Nature-Based Tourism Strategic Approach – under development by JJ Strategic Consulting, with support from Tilma Group.
Travellers are seeking out memorable experiences that also leave a positive benefit for the local environment and community. Booking.com’s annual sustainable travel reports reveal 84% of travellers in 2025 want sustainable travel experiences.
Tilma Group’s Regional Tourism Specialist, Kushla Gale, said they are celebrating the industry shift.
“The tourism industry in Australia is changing, where the quality of the visitor is becoming more important than the quantity,” Kushla said.
“We’re seeing some regional destination managers, tourism operators and businesses prioritising long-term vibrancy and resilience where tourism builds local liveability and protects natural assets, rather than just fills beds.”
“It is really exciting, and inspirational to see others doing this well. An example is our client, Australia’s Golden Outback, who developed the Esperance Promise to inspire visitors to make sustainable and respectful choices while travelling through Esperance / Kepa Kurl country. Tilma is helping Esperance’s destination managers identify how to engage visitors with the Promise while they are on holiday in the region.
“At Tilma, we are passionate advocates for responsible tourism, and are actively looking for opportunities to do good, give back, and reduce our emissions. We also donate 1% of our profits to a Foundation for Regional and Rural Renewal (FRRR) grant which helps rural communities prepare for and recover from the impacts of climate change.”
Founded in 2008 and ‘born and bred’ in regional Australia, Tilma Group works with around 20 regional communities each year. Their work spans major strategic initiatives, such as the development of the Queensland Nature-Based Tourism Strategic Approach, to localised, grassroots projects such as mentoring regenerative farmers to diversify into agritourism. To learn more about Tilma Group, visit www.tilmagroup.com.au. To learn more about B Corp certification, visit https://www.bcorporation.com.au.