Abstract
Sustainable and responsible tourism requires graduates who can act on environmental, social, and ethical challenges, yet tourism and hospitality programmes lack clear models for embedding sustainability competencies systematically and for keeping them embedded as curricula evolve. This Policy and Practice Review presents a replicable curriculum-embedding model in which an existing quality-assurance framework, UN Tourism TedQual certification with its assessment of the Global Code of Ethics for Tourism, serves as a scaffold for embedding the eight UNESCO Education for Sustainable Development competencies, cross-checked against the European GreenComp framework. The model is illustrated with a Bachelor programme in Tourism at Bukhara State University, in a UNESCO World Heritage city on the Silk Road, and grounded in a real certification cycle: initial TedQual certification in 2024 and the re-audit scheduled for 2026. The scope of what certification establishes is stated precisely: it provides external validation that the programme is aligned with the Global Code of Ethics for Tourism, but it does not validate the subsequent mapping of that content onto the UNESCO competencies, which is an analytical contribution of this article, and it does not demonstrate that students have attained the competencies. Within these limits, the article shows how the certification's evidence requirements can be reframed as an audit trail that locates, systematizes, and helps keep current the sustainability content across a whole programme; how a competency-oriented assessment design, with explicit proficiency descriptors, can be layered onto existing assessment vehicles, with a first feasibility pilot of the rubric in two courses in the 2025-2026 academic year; and what the available evidence can and cannot demonstrate, together with the boundary conditions under which the model can transfer. It also distinguishes the programme changes of 2024-2026 that were mandated by national higher-education reform from the narrower set that can reasonably be attributed to the recurring certification cycle. It closes with actionable recommendations for programmes, institutions, and policymakers in Central Asia and other transition economies, where tourism is expanding rapidly and higher-education systems are being reformed, stated together with the institutional-capacity conditions on which they depend.