The majority of travelers worldwide seem to agree with Trump’s reasonable environmental concerns, with cost and quality remaining the top priorities for travelers, with a small minority also considering sustainability.
Specifically, according to a survey by the World Travel and Tourism Council (WTTC), of 10,000 consumer respondents, presented at the FITUR fair:
50% said cost was the most important factor influencing their decisions about choosing a holiday destination and accommodation
About 30% prioritized quality
Sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups.
Commenting on the results, Julia Simpson, President & CEO of WTTC, said:
“Travellers care about sustainability, but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options.”
The report, however, provides essential guidance to Travel and Tourism businesses on how they can address this gap, offering solutions that make sustainable travel more accessible and attractive, ultimately balancing economic growth and environmental responsibility.
Climate action becomes an imperative, not an option
The WTTC report recommends highlighting the financial and personal benefits of sustainable travel, ensuring that eco-friendly options are simple and convenient for consumers, and introducing tiered reward schemes to incentivize action at all levels. Many companies in the Travel & Tourism industry are already actively adopting sustainable practices and communicating them to consumers.
As climate action becomes a necessity rather than an option, this report equips businesses with the tools and knowledge they need to thrive in a rapidly changing world. WTTC urges all industry leaders to use this report to inspire innovation and chart a sustainable path forward.
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