66.4% of consumers globally want to have a positive impact on the environment through their daily actions in 2021, according to a new report ‘Top Countries for Sustainable Tourism’, released by global market research company Euromonitor International at ITB Berlin.
According to the report, Scandinavia is leading by example in its engagement and progress towards sustainable travel, with Sweden ranked first, followed by Finland, Austria, Estonia, and Norway. These findings extracted from the new Sustainable Travel Index, developed by Euromonitor International, assess 99 country destinations through the lens of environmental, social and economic sustainability, country risk as well as sustainable tourism demand, transport and lodging.
“Sweden is a pioneer in lifecycle assessment research which is critical to understand the full impact of consumer behaviour and consumption patterns,” analyses Caroline Bremner, head of travel at Euromonitor International. The country is highly engaged with the Sustainable Development Goals and preserves the Arctic ice and permafrost to help stop climate change, aiming to achieve net zero emissions by 2045.
Other countries also show good progress in sustainable transport and lodging. Just outside the top 20 – featuring other European countries for the most part, such as Germany and France – we find New Zealand, Bolivia and Canada.
“There is globally a clear change in mindset and resistance in returning to a volume-driven travel and tourism model. Instead, stakeholders are rallying together to ‘build back better’ through value creation from sustainable tourism. As momentum grows in the run up to COP26, consumers, travel brands, destination marketing organisations and governments continue to align to avert the climate emergency,” concludes Bremner.