News
22 April 2026
Redefining European Tourism: The Rise of Conscious Travelers
News
22 April 2026
Cultural tourism
Ecotourism
Rural tourism
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The European Travel Commission's latest report delves into the emerging trend of "conscious travelers" in Europe, who prioritize responsible and meaningful travel, challenging destinations and businesses to adapt to evolving values.
European Travel Commission
Topics
EU-27
Academic / Research and VET Institutions
Cultural and Heritage Organisations
Destination Management & Marketing Organisations
Local Authorities
National authorities
NGOs / Non-profits
Regional Authorities
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Specific types of tourism
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Cultural tourism
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Ecotourism
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Rural tourism
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Wellness tourism
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Transition Pathway Strategic Areas
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Best practices, peer learning and networking
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Changes in tourism demand and opportunities
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Governance of tourism destinations
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R&I on climate-friendly tourism
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Well-being of residents
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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 European Travel Commission has released a comprehensive report exploring the behaviors and motivations of "conscious travelers" across Europe. Based on responses from nearly 24,000 participants, the study identifies five distinct traveler segments, emphasizing the importance of sustainability, local engagement, and informed choices. This significant shift drives tourism stakeholders to focus on off-season travel, less-known destinations, and place-based experiences, encouraging a balance of visitor preferences with environmental and social responsibility. The report highlights the gap between travelers' intentions and actions, offering practical strategies for destinations and businesses to cater effectively to this values-driven demand, thus supporting sustainable tourism and maintaining Europe's competitive edge.
For more insights follow the link provided.
#Report #Smart Tourism #Sustainable Tourism #Regenerative Tourism
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