Knowledge documents

29 January 2025

Sustainable travel: Desire vs. reality

Ecotourism

Green Transition of Tourism Companies and SMEs

Online visibility of tourism offer

+26 more

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.

Content source

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Publishing org

World Travel and Tourism Council

Related Organisation(s)

YouGov

Topics

Geographical descriptors

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

Organisation Type

Academic / Research and VET Institutions

Company with 250 or more employees

Consumer Organisations

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)

Specific types of tourism
- Ecotourism

Transition Pathway Strategic Areas
- Green Transition of Tourism Companies and SMEs
- Online visibility of tourism offer

Business activities
- Activities of amusement parks and theme parks
- Activities of associations and other organisations supporting tourism
- Air passenger transport
- Camping grounds, recreational vehicle parks and trailer parks
- Events catering and other food services
- Festivals, cultural and entertainment activities
- Gardens and nature reserves activities
- Holiday Housing / Apartments and other short stay accommodation
- Hotel and similar accommodation
- Mobile beverage services
- Mobile food services
- Museums
- Operation of historical sites
- Other
- Other accommodation
- Other amusement and recreation activities
- Other food and beverage services
- Other holiday reservation services
- Other tourism transportation activities
- Rail Passenger transport
- Recreational and sport activities
- Restaurants, cafes and bars (Food and Beverage serving activities)
- Road passenger transport
- Tour operator activities
- Travel agency activities
- Water (sea, coastal and inland) passenger transport

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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