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.
President Trump called on countries to assist in reopening the Strait of Hormuz, while Starmer said the UK is working with allies to restore naviga...
Senior officials from the United States and China met in Paris this week for a new round of trade talks, as the world’s two largest economies...
Court documents released on Monday (16 March) revealed that the British Broadcasting Corporation (BBC) ...
Governments around the world are responding cautiously to U.S. President Donald Trump’s call for countries to send naval ships to the Strait ...
Polish fighter jets intercepted a Russian reconnaissance aircraft over the Baltic Sea on Friday (13 March), according to Poland’s Operational...
Tensions between the U.S. and Iran are escalating, with Washington ordering a significant military build-up in the region and multiple countries evacuating diplomatic staff amid fears of further instability.
A powerful winter storm has struck the north-east United States, placing nearly 60 million people under weather warnings. States of emergency have been declared across multiple states and forcing a travel ban in New York City as heavy snow, fierce winds and coastal flooding batter the region.
Heavy snow continued to batter northern and western Japan on Saturday (31 January) leaving cities buried under record levels of snowfall and prompting warnings from authorities. Aomori city in northern Japan recorded 167 centimetres of snow by Friday - the highest January total since 1945.
The Aerospace Committee of Kazakhstan’s Ministry of Digital Development, Innovation and Aerospace Industry has declared 2026 the Year of Visiting Baikonur, marking a strategic shift in how the famous cosmodrome is presented internationally.
Iran says it is open to talks with countries seeking safe passage through the Strait of Hormuz - disrupted by recent attacks - as Israel continues to launch wide‑scale strikes on Iranian infrastructure in the west. This live report tracks the latest developments.
President Trump called on countries to assist in reopening the Strait of Hormuz, while Starmer said the UK is working with allies to restore navigation and stabilise oil markets. It comes as a strike near Iraq’s western border killed several Hashed al-Shaabi fighters, raising regional tensions.
The other evening, I was fuelling my car at a petrol station in Kenya’s capital. It was one of those small moments most motorists barely notice. The attendant filled the tank, I glanced at the pump price, paid, and drove off.
Start your day informed with AnewZ Morning Brief. Here are the top news stories for the 15 March, covering the latest developments you need to know.
Top U.S. and Chinese economic officials launched a new round of talks in Paris on Sunday (15 March) to resolve issues in their trade truce. The discussions aim to smooth the way for U.S. President Donald Trump’s visit to Beijing to meet Chinese President Xi Jinping at the end of March.
Senior officials from the United States and China met in Paris this week for a new round of trade talks, as the world’s two largest economies attempt to manage their economic rivalry and avoid further tensions.
Court documents released on Monday (16 March) revealed that the British Broadcasting Corporation (BBC) has asked a U.S. judge to dismiss President Donald Trump's $10 billion defamation suit over a 2024 documentary, arguing his re-election proves the edited 2021 speech did not harm his reputation.
Polish fighter jets intercepted a Russian reconnaissance aircraft over the Baltic Sea on Friday (13 March), according to Poland’s Operational Command.
Russia has imposed a fine of 35 million roubles (around $432,366) on the messaging platform Telegram for failing to remove content deemed illegal by the authorities, according to the Interfax news agency.
Madagascar's president, Michael Randrianirina announced the appointment of anti-corruption chief Mamitiana Rajaonarison as prime minister, six days after dismissing the previous premier along with the entire cabinet.
You can download the AnewZ application from Play Store and the App Store.
What is your opinion on this topic?
Leave the first comment