Leaders of tourism organizations and politicians gathered in Brussels on June 27 for a conference called "Direction Europe" ahead of the summer vacation season, Euronews reports.
They discussed the challenges facing the industry as it recovers from the COVID-19 pandemic and deals with rising inflation. Travelers are now more concerned about environmental preservation and air cleanliness, engaging in what is known as "sustainable tourism." However, their main goals remain to relax, have fun, and enjoy their time.
According to Eduardo Santander, Director of the European Travel Commission, people are looking for authentic experiences in new places, and tourism is becoming almost a social need. Vacations are used as an escape from everyday life and a way to unwind. However, guests should also be aware of their responsibility towards local residents and the local economy. Trips should not only bring pleasure to travelers but also benefit the environment, society, and the people around them.
A survey conducted by a prominent tour operator reveals a growing popularity of green or eco-friendly travel. This year, approximately 75% of respondents expressed a desire to have vacations that have a reduced impact on the environment, emitting fewer harmful substances into the atmosphere and avoiding exacerbating climate change.
Daniel Silva, Head of Sustainable Development at Booking.com, acknowledges that eco-tourists are determined, but they face obstacles. Concerns about increased costs hold them back, as sustainable options are perceived as expensive. These individuals have limited choices. Interestingly, 50% of our travelers tell us that green alternatives are too costly. However, an equal number, 50% of respondents, express a willingness to pay more for sustainable transportation or accommodation if such services are certified.
Brussels is considering the possibility of issuing environmental certificates that include data on carbon emissions associated with upcoming trips. The conference highlighted that Europe remains the leading tourist destination in the world, accounting for 10% of the EU's GDP. Tourism also directly provides employment for 25 to 30 mn people.
Comments (0)