Ecotourism aims to sustain natural environments, to appreciate nature and promote conservation, and represents a gorwing market for responsible tourism. The goal is to have as little impact on the environment and natural habitats as possible, while still being able to enjoy the top tourism attractions around the world and immerse yourself in the beauty of other cultures and locations.

Is there really a way to do this without impacting our future generations experience of our natural world?

What is ecotourism?

Ecotourism is defined by the World Conservation Union as “environmentally responsible travel to natural areas, in order to enjoy and appreciate nature (and accompanying cultural features, both past and present) that promote conservation, have a low visitor impact and provide for beneficially active socio-economic involvement of local peoples.”

It is a movement characterized by low-impact behaviour, education and appreciation of local ecosystems, and support and participation in conservation efforts. There is a growing interest from consumers for this type of experience - mindful of their impact on the planet, and wanting to engage in experiences at home and on holiday that align with their ethics and beliefs.

An industry well known for environmental damage

According to US firm Dynasty Travel, ecotourism is growing at a rate of 5% per year and is especially important to the millennial market. It is seen as a way to contribute to the revolution of an industry well known for environmental damage in the face of our growing knowledge about climate change – while also benefiting from rewarding experiences on a personal level.

Tourism is responsible of about 5% of global CO2 emissions. The transport sector - including air, car and rail -generates the largest proportion, with 75% of all emissions. In terms of carbon emissions, air causes 54-75% while coach and rail 13%. Air travel is considered the main tourism contributor to global warming: It’s responsible for 40% of the total carbon emissions caused by this sector.

The accommodation sector accounts for approximately 20% of emissions from tourism. This involves heating, air-conditioning and the maintenance of bars, restaurants, pools and so on. Clearly, this varies according to the location and size of the accommodation, as well as the type of establishments – hotels having greater energy consumption than pensions or camping sites.

Activities such as museums, theme parks, events or shopping also contribute to certain amounts of emissions – around 3.5%. It's become more vital that attractions consider their sustainability ethos, both for the sake of the planet and to ensure corporate social responsibility.

Changing audience perceptions

Consulting firm Deloitte states that the number of travellers aware of sustainable travel issues, and the wiliness of those travellers to spend on environmentally friendly travel has increased by a third in the last ten years.

The same report from Deloitte indicated that 95% of business travellers believe the hotel industry should be undertaking green initiatives and that sustainability will become a defining issue for the hospitality industry. Statistics from a study by the Centre for Responsible Travel support this evidence – there is a growing trend within hospitality recruitment to ensure senior management positions oversee sustainability practices.

With growing pressure on tourism and hospitality to support green and sustainable practices, it is essential to see the growth of businesses representing a new way forward.

Inbound tourism to the UK

66.3 million people holiday in the UK each year, spending £21.8 billion. Inbound tourism to the UK is expected to grow at 3.8% a year to 2025. The popularity of BBC programmes such as Springwatch and Planet Earth showcasing British wildlife, and with government data showing 2.6bn visits to English forests or woodland areas between 2009 and 2016, it seems there is potential to promote the UK from an ecotourism position.

Global Appetite

According to GlobalData’s Q4-2016 consumer survey, 35% of respondents globally are likely to book ecotourism holidays.

Besides climate change and the rise of ecoconscious consumers, trends such as overtourism, the desire for transformative travel experiences and the growing sharing economy are also driving the shift towards sustainable tourism. Companies such as Wildsea Europe exist to promote the best ethical marine ecotourism experiences in the continent - such is the demand for experiences that speak to people's beliefs.

The higher the household income of respondents, the greater the likelihood to book an eco-tourism holiday. Whereas 16% of Americans with a household income between $20,000 and $34,000 per annum were likely to book an eco-tourism trip, 57% of those whose income exceeds $150,000 said the same.

Konstantina Boutsioukou, Associate Travel & Tourism Analyst at GlobalData says: “Such trends present opportunities for airlines, hotels, tour operators and tourism boards to differentiate the products and services they offer on the basis of sustainability and hence attract more customers. In that way, sustainable tourism is seen as a win-win situation as it can be both financially profitable, as well as socially responsible.”

What are some ways that audiences are adapting their behaviour?

These are a few trends that are becoming more and more popular amongst travellers in an attempt to lower their negative impact on the environment.

Flying less
Boycotting wild animal and petting experiences
Choosing green accommodation
Becoming more immersed in local culture, eating and buying locally and supporting local industry
Volunteering at and supporting conservation projects in the area
Travelling to lesser known destinations

If you’d like to discuss trends in tourism and audience behaviours, please get in touch to continue the conversation. We can also discuss redefining your brand messages in order to ensure your sustainability credentials and green practices are front and centre. Email lauren@talktoroscoe.com for more information, or complete the Contact Us form on the website.

The rise of ecotourism and sustainable travel