Sustainable Planning & Development in the Glocal World

We transform the way tourism projects are managed, funded and made sustainable through:

Our activities are built around the ethical principles of the sustainable tourism industry. We support organisations from initial development of the business idea, through funding application and implementation of the project to final reporting. Our role is to help you make the project a success.

Tourism Consultancy

Jlag helps you with all aspects of managing and delivering a successful sustainable tourism programme.

Previous consultancy projects have covered: adoption of tourism sustainability, stakeholder management, project management and research.

All of our work has one goal: helping you design, manage and deliver effective and sustainable tourism initiatives that deliver long-term value to the area. Even if we are “doing”, our aim is to impart the knowledge your team need to take up the baton for future projects.

Recent projects have looked at tourism through different areas: culture & heritage, food & sports, rural and glocal, all with sustainability at the heart of the project.

About PM4SD™

PM4SD, Project Management for Sustainable Tourism, is a new methodology and qualification designed to plan and implement tourism projects with sustainability. PM4SD aims to become the internationally recognised methodology to use tourism as a force for social, economic and cultural change, supporting the delivery of successful projects in a way that ensures benefits for everyone: visitors, local communities and stakeholders alike. The methodology is based on PRINCE2®, Projects in Controlled Environments, the de facto project management standard used both in the public and private sector worldwide.

The Foundation for European Sustainable Tourism (FEST) is in charge of maintaining and disseminating the methodology worldwide.

You can visit FEST website to find out more information related to events and accredited training organisations. PM4SD applies whenever an organisation needs to plan and manage a sustainable tourism initiative, providing a guarantee that the project will be transformed into concrete actions, with clearly defined roles and responsibilities, and that these actions will have a real impact on local communities. It is a practice to be adopted for participatory, transparent and effective management. The methodology was developed and tested by Jlag in partnership with European key tourism stakeholders such as Leeds Metropolitan University and NECSTouR, and it has been certified by APMG International, a world leading examination institute. You can visit the website www.pm4esd.eu to know more about the work done during the 2013.

Why join the PM4SD Training Courses?

PLAN your destination with sustainability

DESIGN successful and sustainable tourism projects

MANAGE your sustainable tourism project successfully

LEARN how to get funding support for your tourism projects

MONITOR how fundings are spent

CERTIFY your competences in tourism management

INCREASE productivity

ENHANCE your career internationally

TRANSFORM your project ideas into concrete actions

APPLY the sustainable tourism indicators with method

NETWORK with key tourism players

DEVELOP new fresh tourism project ideas

Who is right for the PM4SD qualification?

  • Executives
  • Programme managers
  • Project managers
  • Team managers
  • Aspiring project managers
  • Project assurance
  • Project support
  • Operational line managers/staff
  • Policy makers
  • Destination managers
  • Tourism researchers and academics
  • Students
  • Public and private tourism organisations
  • Trade bodies
  • Training organisations
  • Donors

Courses and Qualification

The PM4SD qualification is organised in two levels: Foundation and Practitioner. Through dynamic lectures, case studies, and small group interactions, you will be prepared to take your tourism management skills to the next level and enhance your contribution to sustainability.

The Foundation training will provide you with the knowledge and understanding to work effectively within a project management team to successfully deliver a sustainable tourism project. The foundation level is also a pre-requisite for the practitioner certification.
Visit the PM4SD Foundation page to have more information about this level as well as the next training course calendar.

A certified practitioner will have the skills to successfully manage and deliver a sustainable tourism project, using PM4SD methodology. The Practitioner is the second of the two PM4SD examinations you are required to pass to become a Registered PM4SD Practitioner.
Visit the PM4SD Practitioner page to have more information about this level as well as the next training course calendar.

Jlag and PM4SD

Jlag is the premier training provider for PM4SD. As founders of FEST, we are uniquely qualified to deliver this training. Accredited by APMG, we run regular courses in London, Rome and Brussels, with additional courses taking place across Europe and the Middle East. For more details email us at training@jlageurope.com or check the training courses calendar.

Facts & Figures

We have delivered 7 Foundation Training Courses and 2 Practitioner Training Courses

  • In 7 different countries: Jordan, Portugal, Spain, Italy, Belgium, United Kingdom, Czech Republic
  • To 120 tourism professionals
  • Representing 100 organisations from 15 countries
  • With a total of 100 professionals now certified in PM4SD

Jlag is also the main partner involved to the organization of the PM4SD Summer School,an Annual Summer School in “Leadership and Governance in Sustainable Tourism” organized by FEST, Foundation for European Sustainable Tourism, in a different European country. This European leading event, bringing together the PM4SD community, is a place where key stakeholders, project management practitioners, funders, policy makers, academics and entrepreneurs discuss and exchange knowledge, and present innovative projects in sustainable tourism. The 2014 edition will be held in Seinäjoki, in Finland, between the 1st and 3rd July.

PM4SD Manual

The PM4SD manual includes the full methodology. We highly recommend reading the manual before the training. You can buy the manual on the TSO website.

If you attend the training course you will receive the manual as soon as you complete your registration process.

The manual is available both in pdf and paper.

PM4SD on Linkedin

We coordinate the PM4SD Linkedin group.

Joining the Linkedin group Project Management for Sustainable Tourism you will be part of the PM4SD community to exchange ideas, case studies, learning experiences.

  Join the PM4SD Linkedin Group Now.

PM4SD Summer School

Every year, to bring together the PM4SD community, an Annual Summer School in Leadership and Management in Sustainable Tourism is organized by FEST in a different European country. This is a place where key stakeholders, project management practitioners, funders, policy makers, academics and entrepreneurs discuss and exchange knowledge, and present innovative projects in sustainable tourism. The 2014 edition will be held in Seinäjoki, in Finland, between the 1 st and 3 rd July.


This PM4SD new training manual and course are long overdue. For many years donors and government agencies have funded tourism projects with the intention of making tourism more sustainable. However the objectives of the projects have often been imprecisely defined, sometimes very vague.

Prof. Harold Goodwin

Director of the International Centre for Responsible Tourism

During the last years many tourism projects and funds at European level have not created the desired impact. Many opportunities have been missed. A change is due, for transforming European natural and cultural resources in sustainable attractions. I do wish that thanks to PM4SD new project managers and policy makers will be trained to boost the tourism industry.

Gianni Pittella

Vice President European Parliament

PM4SD could complement what has been accomplished through the Euromed Heritage Programme and instil a practice of participatory, transparent and “virtuous” management.

Christiane Dabdoub-Nasser

Team Leader Euromed Heritage Programme

PM4SD is in line European Tourism Indicators System. We ask destinations to apply the methodology when implementing ETIS.

Cinzia De Marzo

European Commission, DG Enterprise and Tourism
Tourism Policy Unit

We count on innovative initiatives like PM4SD to increase the competitiveness and skills of the European tourism sector.

Massimo Baldinato

Member of the Cabinet of the Vice President of the European Commission Antonio Tajani

Testimonials from the training courses

As a tourism teacher, I found PM4SD™ a methodology that can guide us in every project that we develop in our institutions. But, most of all, the thought that is behind this tool has a tremendous potential and can really facilitate our job. It is also important to mention the quality of trainers. It was definitely an intense and valuable training program that we had for three days in Alentejo region. Thank you for this opportunity!

Ana Isabel Rodrigues

Tourism teacher at the Polytechnic Institute of Beja, Portugal

I'm very enthusiastic about this course. I found it very useful and the future perspectives of this initiative seem to be very interesting! Teachers very nice, competent and accurate!

Stefania Mauro

Tourism Researcher SiTI
Istituto Superiore Sui Sistemi Territoriali per l'innovazione, Italy

It has been a pleasure to share three intensive days with all the participants in the training. Very recommendable method to manage sustainable tourism projects. Hope to meet you again!

Alejandro Gonzalez

Sustainable Tourism Project Manager Eco-union, Spain

An outstanding training and enormously useful approach to Project Management: an experience to advise, for sure!

Marta Mammana

Federturismo, Italy

The Project Management for Sustainable Development training was invaluable in highlighting the importance of planning and preparation in running projects properly. All too often, organisations concerned with sustainable tourism development have rushed headlong into projects full of enthusiasm and goodwill, without undertaking thorough analysis of the risks and benefits, establishing roles and responsibilities and identifying a clear path to achieve the end product. This approach has resulted in too many failed or ineffective projects being quietly brushed under the carpet. A more professional approach is long overdue and the PM4SD methodology provides this in a way that is simple and easy to apply, through its Foundation Level training course. I would highly recommend this course to anyone involved in implementing projects at any level to obtain the tools and understand the simple procedures that will help your organisation operate projects more effectively.

Rachel McCaffery

Head of Sustainable Tourism, The INTASAVE Partnership and CARIBSAVE

Indeed a wonderful course and nice group of professionals! Last Friday I was standing in a traffic jam (long live Belgian mobility!) but was, to my surprise, already over half-way to my destination when I suddenly realized that my mind had wondered off...chewing on some of the PM4SD concepts that were addressed during the training. The PM4SD training experience is still very much going on here! ;) Thank you all!

Manu Minne

Program Coordinator ViaVia Tourism Academy, Belgium

PM4SD permits to create a community of stakeholders in tourism with a common approach on tourism management. PM4SD has filled an important lack with a common approach on tourism management. Nowadays tourism researchers have to share a common code, using a common language and a common methodology and a coherent background and exchange knowledge. Those skill has to be used in different projects with different scale: local, national, European, international tourism project. PM4SD does exactly this! Being part of the PM4SD community for me is really important for my continuous education and exchange knowledge. Thanks Silvia for the very accurate training!

Sara Levi Sacerdotti

Project manager SiTI Istituto Superiore Sui Sistemi Territoriali per l'innovazione, Italy

Having seen projects from all angles of the project cycle, and having participated in successful bids with a cumulative value of over €10m euros, we were cautious about whether there was a great deal more we could learn by attending the PM4SD training course (we'd initially signed up more as a networking exercise). But how wrong we were proved to be. The course was a really excellent way to systematically draw together all the elements you need to include when considering project development and implementation. The quality of the training delivery by JLag was outstanding, as was the input and contributions from the wide range of practitioners who were alongside us on the course. Its just a great way to map and plan out a clear and coherent strategy when working on or around a project. It has made such an impact that we have already started to apply the methods and approach in the next bid we worked on. At the same time the course did indeed prove to be a great networking platform as well! All in all we can't advocate PM4SD more strongly and indeed hope to reap the benefits very shortly in the implementation stage of our most recent bid.

Julie Scott and Jonathan Karkut

Touch TD Founders Organization

Structure and a clear orientation on product delivery are concepts that one is constantly reminded of throughout the PM4SD training workshops. My experience participating in the first European training in PM4SD has been inspiring both professionally and personally. Reflecting back on projects I have worked on, PM4SD methodology highlights the importance of roles and responsibilities at the different project management levels, and the importance of planning and continuous monitoring and evaluation for a successful delivery of project outputs, always aiming for sustainability of actions and outcomes. What’s more, the training sessions have been great hubs for networking both on a national level (training in individual cities), on a European level (training during the summer school in Naples), and on an international level (international conference leading to the Naples declaration on “the effective management of donor funded tourism projects”). This first training on PM4SD has been enriching at a practical and theoretical levels. I look forward to participate in the upcoming PM4SD Practitioner Course and to the next Summer School!

Zeinab Jeambey

Tourism Expert and consultant, Lebanon

The PM4SD trainings helped me to transform vague ideas and projects into a concrete matter with a solid foundation. The PM4SD lessons provided me with a better understanding of project management, not only for the tourism sector but it is also applicable for other branches. Besides the lessons, the fellow students were amazing. It is highly recommended!

Sanne Cras

UNWTO – HQ Madrid Tourism Policy Trainee at the Regional Programme for Europe (RPEU)

PM4SD Foundation Training Courses

Program Objectives

Project management and sustainable tourism: this combination forms the basis of PM4SD™ –the international qualification for tourism project management, a new methodology and training course for designing and managing successful tourism projects. Through the PM4SD sustainability certificate, you will build your skills to implement best practices in sustainable tourism. The PM4SD qualification is the next step for anyone involved in this growing industry looking to further demonstrate their commitment to sustainable tourism. The PM4SD™ Foundation training course is a three-day intensive course. Through dynamic lectures, case studies and small group interaction, you will be prepared to take your tourism management skills to the next level and enhance your contribution to sustainability. The Foundation training will provide you with the knowledge and understanding to work effectively within a project management team to successfully deliver a sustainable tourism project. The foundation level is also a pre-requisite for the practitioner certification.

Who is right for the program?

  • Professionals involved in the day to day management of tourism initiatives for sustainable development: projects managers, executives, project officers, destination manager, members of project or programme boards, project stakeholders, tourist operators, etc.;
  • Professionals involved in decision making at a local, regional, national or international level in the fields of sustainable development policy, tourism and cultural heritage management: policy makers, project evaluators, etc.;
  • Trainers in the fields of management, tourism, heritage and culture;
  • Students in the fields of tourism and cultural heritage management;
  • Teachers and researchers in the fields of tourism and cultural heritage management;
  • Public authorities, private organisations and public-private partnerships involved in sustainable tourism initiatives.

What you can expect?

You will learn:

  • how to design, plan and implement sustainable tourism project successfully;
  • how to manage your project and your destination with sustainability;
  • how to get funding support for your tourism projects;
  • how to monitor your project;
  • how to delegate and work effectively with your team and stakeholders.

The PM4SD classes will stimulate you in developing new fresh tourism project ideas and one more key benefit is the opportunity to meet and share ideas with peers from the tourism sector who are committed to sustainable tourism.


By taking the PM4SD qualification you will be certified as Project Manager for the tourism industry. The certification is released by APMG International.

PM4SD Practitioner Training Course

Practitioner is the senior PM4SD qualification, suitable for Programme and Project Managers already certified at Foundation level.

Building upon the Foundation course, you will:

  • Understand the relationships between the roles, management products, principles, components, techniques and processes;
  • Be able to apply the principles, components and processes to a project;
  • Be able to create and assess management products

You will understand how to tailor PM4SD effectively to a project within an organisation environment supporting PM4SD. The PM4SD classes will stimulate new sustainable tourism project ideas through dynamic lectures, case studies, and small group interactions. You will take your tourism management skills to the next level and you will be qualified as a PM4SD™ Practitioner, meaning you will be qualified to coordinate small, medium and large scale tourism projects and also as a trainer.

Summer School

Jlag delivers FEST’s "Leadership and Management in Sustainable Tourism" as an annual summer school.

The summer school is the perfect place to share best practice on how to deliver effective sustainable tourism programmes and is considered one of European tourism’s leading events. It brings together key people from across the industry: donors, policy makers, industry representatives and project managers, as well as academics and entrepreneurs.

The summer school programme was created in partnership with as Leeds Metropolitan University and NECSTouR the European Network of Sustainable Regions).

The 2017 edition will take place in Sila National Park, Calabria, Italy, from 4th to 8th October. The event will be hosted by Sila National Park, and it is organized in partnership with the European Travel Commission.

More info & registration to the course

Training course in European Policy and Funding Opportunities

If you are considering using European funding from the Financial Framework 2014-2020 to support European sustainable growth, the course will help you fully understand the framework and the possibilities available to you.

The course is designed for professionals, policy makers, entrepreneurs and students.

We’ll help you:

  • increase your knowledge of the European Policy and the role of the European Institutions;
  • assess the variety of European funding available;
  • translate project ideas in transnational projects;
  • develop a European project proposal in line with structured methodologies such as PM4SD and Project Cycle Management;
  • design a budget for a funded project;
  • accurately evaluate a project in order for it to be successful;
  • coordinate and monitor a European project within time and costs;
  • design and implement a communication and dissemination plan;
  • increase your networking and lobbying skills.

With the support of specialists and officials from the European Commission we combine classroom training with coaching sessions and practical exercises with our “learning by doing” approach.

Made up on 8 days training and a study visit in Brussels, our course take place in both Brussels and London.