It is a paradox that reveals the contradictions of modern travel consciousness: around 67% of Germans say that sustainability plays an important role when they travel – a percentage that is even increasing according to a survey by the Federal Environment Agency (UBA) for 2024.
And yet, in 2023, only 11% of bookings were for trips that were classified as “sustainable”.
According to the study “Sustainability in leisure travel”, travelers traveled more kilometers per travel day than ever before – mainly due to the increase in long-haul air travel.
Tourism expert and co-author of the study, Wolfgang Günter, explains this apparent contradiction:
“Most Germans do not travel to serve sustainability, but to distance themselves from everyday life. The environmental dimension plays a role, but does not determine the final choice of destination.”
However, the study also sees potential. Its authors urge the tourism industry to provide specific incentives and develop attractive sustainable tourism offers, since – as the data shows – the interest of travelers is there, even if it is not (yet) translated into practice.
The research was based on a nationwide survey of 7,000 people over the age of 14 and was carried out for the third consecutive year by the Forschungsgemeinschaft Urlaub und Reisen e.V. on behalf of the UBA.
