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.
Greenland has recorded a significant surge in the number of tourists visiting the country after latest data showed a 14% increase in the number of passengers on international flights arriving in the country alongside a rise in hotel bookings.
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.
Almaty is set to enhance its air connectivity with China by introducing new flight routes in 2025, aiming to boost tourism and strengthen economic ties between the two countries.
The Iranian city of Isfahan is preparing to bring together tourism experts from across the world for a landmark event "100 Tour Operators in Half of the World" taking place from 19 to 23 February.
Muslims worldwide celebrate Eid al-Fitr today, marking the end of Ramadan with prayers, feasts, and charity. The two-day festival unites communities through traditions unique to each country.
South Korea, China, and Japan held their first economic dialogue in five years on Sunday, aiming to strengthen regional trade cooperation amid growing concerns over U.S. tariffs under President Donald Trump.
Rescue workers were seen rappelling into the rubble of a collapsed building in Bangkok on Sunday (March 30), as 47 people remained missing or trapped under the debris, including workers from Myanmar.
Ecuadorian President Daniel Noboa appointed Cynthia Gellibert, Secretary General of Public Administration, as interim vice president on Saturday, replacing elected Vice President Veronica Abad
U.S. Defense Secretary Pete Hegseth emphasized Japan’s critical role in deterring Chinese aggression during a meeting with Japanese Defence Minister Gen Nakatani in Tokyo on Sunday
Royal Australian Air Force (RAAF) pilots, monitoring a Chinese navy warship as it navigated Australian waters, were alerted to a live-fire exercise via a civilian radio broadcast, defense officials revealed on Tuesday.
A powerful 7.7-magnitude earthquake struck Myanmar’s Sagaing region, followed by a 6.4-magnitude tremor, killing more than 1,644 people and leaving 2,300 injured. The quake caused building collapses in Myanmar and Thailand, prompting emergency declarations and ongoing rescue efforts.
As the world shifts toward clean energy at an ever-accelerating pace, large economies are scrambling to secure reliable supply chains for rare earth minerals. These minerals, once seen as mere industrial components, have become a political tool in the global power struggle
Russian forces carried out a drone attack on Ukraine’s second-largest city, Kharkiv, late Wednesday, injuring at least twenty one people and causing structural damage, according to Ukrainian officials.
EU Commission and the High Representative have introduced a White Paper on European Defence – Readiness 2030 along with an ambitious defence package, offering financial tools to support EU Member States in boosting investments in defence capabilities.
Muslims worldwide celebrate Eid al-Fitr today, marking the end of Ramadan with prayers, feasts, and charity. The two-day festival unites communities through traditions unique to each country.
South Korea, China, and Japan held their first economic dialogue in five years on Sunday, aiming to strengthen regional trade cooperation amid growing concerns over U.S. tariffs under President Donald Trump.
Rescue workers were seen rappelling into the rubble of a collapsed building in Bangkok on Sunday (March 30), as 47 people remained missing or trapped under the debris, including workers from Myanmar.
Ecuadorian President Daniel Noboa appointed Cynthia Gellibert, Secretary General of Public Administration, as interim vice president on Saturday, replacing elected Vice President Veronica Abad
U.S. Defense Secretary Pete Hegseth emphasized Japan’s critical role in deterring Chinese aggression during a meeting with Japanese Defence Minister Gen Nakatani in Tokyo on Sunday
Muslims worldwide celebrate Eid al-Fitr today, marking the end of Ramadan with prayers, feasts, and charity. The two-day festival unites communities through traditions unique to each country.
South Korea, China, and Japan held their first economic dialogue in five years on Sunday, aiming to strengthen regional trade cooperation amid growing concerns over U.S. tariffs under President Donald Trump.
Rescue workers were seen rappelling into the rubble of a collapsed building in Bangkok on Sunday (March 30), as 47 people remained missing or trapped under the debris, including workers from Myanmar.
Ecuadorian President Daniel Noboa appointed Cynthia Gellibert, Secretary General of Public Administration, as interim vice president on Saturday, replacing elected Vice President Veronica Abad
U.S. Defense Secretary Pete Hegseth emphasized Japan’s critical role in deterring Chinese aggression during a meeting with Japanese Defence Minister Gen Nakatani in Tokyo on Sunday
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