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.
Kyrgyzstan has signed a series of cooperation agreements with China and Belarus at the Fifth Forum of Regional Leaders of Shanghai Cooperation Organis...
A group of Azerbaijani civil society organisations has called for increased scrutiny of Swiss building materials giant Holcim, citing court rulings an...
The Ebola outbreak in eastern Democratic Republic of the Congo is "outpacing containment efforts" amid conflict, weak disease surveillance and limited...
Kazakhstan has reiterated that no existing route can replace the Caspian Pipeline Consortium (CPC), which carries more than 80% of the country's crude...
Iran has strongly condemned U.S. threats to impose sanctions on and bomb Oman following reported talks between Muscat and Tehran on jointly overseeing...
Azerbaijan and Georgia have agreed to resume daily passenger train services on the Baku-Tbilisi-Baku route from 26 May, 2026, marking a major step in restoring regional rail connectivity after services were suspended in 2020 due to the COVID-19 pandemic.
Travellers worried about costs and flights by the ongoing conflict in the Middle East are changing their summer holiday plans, with lastminute bookings, safer destinations such as Spain, and rail travel all growing in popularity.
Dubai chef Shaw Lash at Mexican restaurant Lila Molino flies in her avocados and tomatillos, small, tart green fruits native to Central America that are a staple of Mexican cuisine and key for her colourful and spicy dishes.
Pope Leo XIV is set to make history this April, becoming the first pontiff ever to visit Algeria. The trip forms part of a wider African tour, taking him to Angola, Equatorial Guinea and Cameroon from 13–23 April, and marks his first major overseas trip of 2026.
The U.S. and Iran have reportedly reached a preliminary 60-day ceasefire and nuclear talks deal, pending Donald Trump’s approval, Axios reports. Meanwhile, the GCC condemned Iran’s missile strike on a U.S. airbase in Kuwait, which Tehran said was retaliation for a U.S. strike near Bandar Abbas.
The World Health Organization (WHO) says ongoing conflict, funding pressures and international travel restrictions are complicating efforts to contain a fast-growing Ebola outbreak in the Democratic Republic of Congo (DRC).
Bolivia’s President Rodrigo Paz has taken steps towards potentially declaring a state of emergency as anti-government protests intensify in the early months of his administration.
Russian President Vladimir Putin arrived in Kazakhstan on Wednesday for a three-day state visit focused on energy, transport and economic cooperation with one of Moscow’s closest regional partners.
Russia and Kazakhstan signed 15 agreements during President Vladimir Putin’s state visit to Astana on Thursday (28 May), including deals on Kazakhstan’s first nuclear power plant and expanded oil cooperation with Russia.
An Inca child mummy discovered high in the Andes more than a century ago has been returned to an indigenous community in north-western Argentina after spending 119 years in a museum collection.
India is expected to experience its weakest monsoon in more than a decade in 2026, raising concerns over crop production, food prices and economic growth as the country also grapples with inflationary pressures linked to the Iran conflict.
Kenyan authorities have arrested eight students on suspicion of arson following a fire at a girls’ boarding school that killed 16, according to the country’s Directorate of Criminal Investigations. The blaze, which happened in Kenya's Rift Valley, also injured dozens of students.
The British government has unveiled 300,000 new work experience and training placements for young people after a major review warned that rising youth unemployment could leave more young people disconnected from work, education and training.
Billions of dollars' worth of gold continue to be extracted illegally from Brazil’s Amazon rainforest, according to a Greenpeace study, despite President Luiz Inácio Lula da Silva’s pledges to curb wildcat mining.
You can download the AnewZ application from Play Store and the App Store.
What is your opinion on this topic?
Leave the first comment