More than two-thirds of consumers surveyed in a study in selected markets consider sustainability aspects to be important or extremely important when traveling for leisure, and 73% expect sustainability to become more important over the next five years.
Following a dip in 2020, tourism globally is again on the rise and is expected to reach $17 trillion in size by 2027, compared to $11 trillion prior to Covid-19.
Bain & Company’s new research study, ‘Sustainable Tourism: An Untapped Opportunity for Green Growth’, reveals that there is an increasing appetite for more sustainable tourism among leisure travellers across the globe, who will choose destinations and providers (airlines, hotels, restaurants, and tour companies) based on their sustainability records and are starting to pay a premium for it.
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