The World Travel & Tourism Council (WTTC) unveiled the “critical” gap between travellers’ desire for sustainable options and their actual behaviour.
Launched today at FITUR 2025, Madrid, the WTTC report explored that cost and quality remain the dominant priorities for travellers, outweighing sustainability considerations. Across all consumer segments, more than 50% say cost is the most important factor influencing purchasing decisions, while around 30% prioritise quality.
Sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups, according to the survey of more than 10,000 respondents.
“Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values,”- said Julia Simpson, WTTC President & CEO
A lack of visibility also remains a significant barrier to drive real change and the WTTC experts recommend highlighting the economic and personal benefits of sustainable travel, ensuring eco-friendly options are simple and convenient for consumers to motivate action at all levels.
“Tailored marketing that speaks directly to the values and needs of individual consumers has been shown to significantly increase engagement across different segments. Designing out unsustainable options to make sustainability the default choice can facilitate the decision-making process and improve the overall experience,” the experts said.
Türkiye’s skies were more crowded than ever in 2024, as hot air balloon tourism soared to a historic high with a record-breaking 933,195 tourists taking flight across seven scenic regions.
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On Greece’s iconic Santorini island, hotel owner Yiannis Constantinou is preparing for tourists who may never arrive. A wave of earthquakes—tens of thousands of minor tremors—has put the island’s tourism sector on hold.
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The swift election of Pope Leo XIV reflects a clear consensus among cardinals for continuity, unity, and a leader capable of bridging divides both within the Church and across the globe.
Danish Prime Minister Mette Frederiksen said “you cannot spy against an ally” following reports that the U.S. has increased intelligence efforts in Greenland, a semi-autonomous Danish territory.
Iran has agreed to hold a fourth round of indirect nuclear talks with the United States on Sunday in Oman.
Ukraine's security service says it has detained two alleged Hungarian spies accused of gathering military intelligence in the Zakarpattia region, near the shared border.
Ukrainian President Volodymyr Zelenskyy announced that leaders of the "coalition of the willing" will meet in Kyiv on Saturday, as Europe weighs its long-term security role in Ukraine's future.
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Chinese e-commerce platform Temu has announced it will no longer sell goods directly from China to U.S. customers, shifting instead to U.S.-based sellers amid the closure of a long-criticized customs loophole.
Cardinals from 70 nations have gathered in Vatican City to begin the historic conclave to elect the next pope, following the death of Pope Francis 17 days ago. This conclave is the most geographically diverse in Church history, showcasing Francis’ legacy of inclusivity.
The swift election of Pope Leo XIV reflects a clear consensus among cardinals for continuity, unity, and a leader capable of bridging divides both within the Church and across the globe.
Danish Prime Minister Mette Frederiksen said “you cannot spy against an ally” following reports that the U.S. has increased intelligence efforts in Greenland, a semi-autonomous Danish territory.
Iran has agreed to hold a fourth round of indirect nuclear talks with the United States on Sunday in Oman.
Ukraine's security service says it has detained two alleged Hungarian spies accused of gathering military intelligence in the Zakarpattia region, near the shared border.
Ukrainian President Volodymyr Zelenskyy announced that leaders of the "coalition of the willing" will meet in Kyiv on Saturday, as Europe weighs its long-term security role in Ukraine's future.
The swift election of Pope Leo XIV reflects a clear consensus among cardinals for continuity, unity, and a leader capable of bridging divides both within the Church and across the globe.
Danish Prime Minister Mette Frederiksen said “you cannot spy against an ally” following reports that the U.S. has increased intelligence efforts in Greenland, a semi-autonomous Danish territory.
Iran has agreed to hold a fourth round of indirect nuclear talks with the United States on Sunday in Oman.
Ukraine's security service says it has detained two alleged Hungarian spies accused of gathering military intelligence in the Zakarpattia region, near the shared border.
Ukrainian President Volodymyr Zelenskyy announced that leaders of the "coalition of the willing" will meet in Kyiv on Saturday, as Europe weighs its long-term security role in Ukraine's future.
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