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Some 29 percent of travelers from key global markets have actively avoided destinations due to concerns about extreme weather over the past year, according to the latest WTM Global Travel Report, released on Tuesday during the World Travel Market (WTM) 2024 exhibition in London.
WTM Exhibition Director Juliette Losardo highlighted that travel is particularly vulnerable to the climate emergency and sustainability issues.
“These are issues which are embedded into what travellers want and how the industry operates,” she noted, adding that the report highlights opportunities for growth while maintaining a commitment to reducing emissions.
The report also found that Gen Z travelers, aged 18 to 34, are more likely to avoid destinations with extreme weather, with 43 percent admitting to reconsidering their choices. Extreme weather events such as wildfires, flooding, and high temperatures are increasingly recognized as a direct consequence of climate change.
‘Outdoor days’
The WTM Global Travel Report also referred to an MIT analysis on “outdoor days”, a measure of the impact of climate change. Outdoor days are defined as days on which outdoor activities can be undertaken in comfort. The report predicts that, by 2100, Thailand will have 55 fewer outdoor days, while Canada will gain 23.
Travelers’ carbon footprint and sustainability concerns
Photo source: UNWTO
The WTM Global Travel Report also revealed that just over half (53 percent) of travelers actively attempt to minimize their carbon footprint when traveling. Meanwhile, 65 percent acknowledge that travel negatively impacts the environment.
Despite this, there is a disconnect, which could be addressed if travel sellers help customers make sustainable choices. A 2023 Booking.com study shows that 74 percent of travelers want more sustainable options, and 65 percent would prefer to stay in eco-certified accommodation.
However, concerns about “greenwashing” hinder sustainable travel. Research from Skift shows that 75 percent of travelers are skeptical about the sustainability practices of travel companies.
Overtourism impact
Overtourism continues to strain local communities and resources, particularly in European cities like Barcelona, Amsterdam, and Venice. Despite efforts to reduce it, visitor density in these cities has seen little improvement since 2019, according to Tourism Economics data.
“Our role at WTM is to inform and educate, and there is much in the WTM Global Travel Report that sellers and suppliers can use to inform their decision-making on climate and sustainability,” WTM Exhibition Director Juliette Losardo said.
WTM London 2024 will run until Thursday, November 7.
The Greek Travel Pages (GTP) is an official media partner of WTM London.
Stay tuned for news and updates by following our WTM London 2024 Special.
Follow GTP Headlines on Google News to keep up to date with all the latest on tourism and travel in Greece.
This post was originally published on here
