Japan Sustainable Tourism Alliance for Research & Development (JSTARD) promotes sustainable development of destinations through research, consultation and education. Based on the concept of "regenerative tourism," we promote "destination wellbeing" (betterment of the local economy, society, and environment) as the outcome of destination management that is community initiated, relevant to all stakeholders and the destination environment. Various tools can be used effectively to assess current state of the destination, setting goals, and monitoring under a clear vision. One such tool we introduce here is STARs (https://sustourism.net ), an online benchmarking tool aligned with the Japan Sustainable Tourism Standard for Destinations (JSTS-D), a guideline developed by the Japan Tourism Agency, an officially recognized international standard.