Both globally and locally, tourism is a key driver of economic growth. The government's proactive role strongly supports tourism growth that benefits both the economy and all parties. Standard development, implementation, and certification programs are critical in this sector to increase competitiveness. The purpose of this paper is to explore policies for implementing standards and tourism business certification programs. In Indonesia, responding to the demands of the era of globalization, the government issued a policy of implementing standards and certification for tourism businesses. However, the inadequate response of business actors has caused the growth in the number of certified business actors to be disproportionate to the number of available tourism businesses. The benefits of certification have yet to be recognized, and the cost of certification carried by tourism businesses is a factor that influences certification decisions. In contrast, a different condition in CHSE certification policy (cleanliness, health, safety, and environmental sustainability), which the government also issued in 2020 in response to the COVID-19 pandemic. The number growth of certified tourism businesses shows the government's precision in responding to actual conditions; for this reason, necessary to review policies as considerations in formulating and issuing policies that bring more benefits.