Knowledge documents
29 January 2025
Sustainable travel: Desire vs. reality
Knowledge documents
29 January 2025
Ecotourism
Green Transition of Tourism Companies and SMEs
Online visibility of tourism offer
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The WTTC-YouGov's report, released on 23 January 2025, highlights the gap between travellers' sustainable aspirations and behaviours, offering recommendations for businesses to make eco-friendly travel more accessible and appealing.
World Travel and Tourism Council
YouGov
Topics
Albania
Armenia
Austria
Belgium
Bosnia and Herzegovina
Bulgaria
Croatia
Cyprus
Czechia
Denmark
Estonia
EU-27
Finland
France
Georgia
Germany
Greece
Hungary
Iceland
Ireland
Italy
Kosovo
Latvia
Liechtenstein
Lithuania
Luxembourg
Malta
Moldova
Montenegro
Netherlands
North Macedonia
Norway
Poland
Portugal
Romania
Serbia
Slovakia
Slovenia
Spain
Sweden
Switzerland
Türkiye
Ukraine
Academic/Research and VET Institutions
Company with 250 or more employees
Consumer / tourist organisation
Cultural and Heritage Organisations
Destination Management & Marketing Organisations
Financial Institutions and Investors
International Organisations
NGOs / Non-profits
SMEs (a company with less than 250 employees)
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Specific types of tourism
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Ecotourism
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Transition Pathway Strategic Areas
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Green Transition of Tourism Companies and SMEs
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Online visibility of tourism offer
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Business activities
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Activities of amusement parks and theme parks
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Activities of associations and other organisations supporting tourism
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Air passenger transport
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Camping grounds, recreational vehicle parks and trailer parks
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Events catering and other food services
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Festivals, cultural and entertainment activities
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Gardens and nature reserves activities
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Holiday Housing / Apartments and other short stay accommodation
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Hotel and similar accommodation
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Mobile beverage services
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Mobile food services
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Museums
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Operation of historical sites
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Other
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Other accommodation
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Other amusement and recreation activities
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Other food and beverage services
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Other holiday reservation services
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Other tourism transportation activities
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Rail Passenger transport
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Recreational and sport activities
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Restaurants, cafes and bars (Food and Beverage serving activities)
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Road passenger transport
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Tour operator activities
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Travel agency activities
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Water (sea, coastal and inland) passenger transport
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The World Travel & Tourism Council (WTTC), in partnership with YouGov, released a report on 23 January 2025, exploring the notable gap between travellers' desire for sustainable options and their actual behaviour. The survey, involving over 10,000 participants, categorised travellers into six segments, ranging from ecologically conscious to disinterested. It provides actionable insights for Travel & Tourism businesses to bridge this gap by offering solutions that make sustainable travel more accessible and appealing, thus balancing economic growth with environmental responsibility. The report is available for free via the attached link, with registration required for download.
#Sustainable travel #Reports
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