Market Survey finds demand for Ecotourism

Is there proof that the marketplace demand for sustainable tourism exists and is growing? This is a question we find ourselves at tOES occasionally asked.

Yes Virginia, there is a...

(From CTC’s Green Your Business Toolkit for tourism Operators)

"... growing market of sustainably minded travellers. Variously labelled as "ethical travellers," "future-shapers," or "green consumers," this group's purchase decisions are now being noted across a wide range of markets. Although concerns about price or weather at the destination continue to be important factors in choosing vacations and packages, a growing number of travellers are making purchase decisions based on a prospective destination's commitment to sustainable business practices.

Preliminary findings from the CTC's 2008 Global Tourism Watch survey reveal a growing number of consumers in the nation's core markets are interested in sustainable tourism and are willing to pay a premium for sustainable travel products. Of the nine countries surveyed, 60% of travellers (on average) in those countries are willing to pay a one percent to 10% premium for environmentally friendly travel products. Another international survey (TripAdvisor, April 2007) of 1,000 travellers worldwide found that 40% take environmentally friendly tourism into consideration when making travel plans. TNS Canadian Facts has found in its own survey research that these "future shapers" exhibit a growing awareness of global warming and of matters such as child labour or the plight of indigenous peoples. Many of these travellers plan their trips independently, are Web savvy and are beginning to alter purchasing habits. Beyond their commitment to "green" values, these consumers expect higher standards of cuisine, accessibility to spa and wellness facilities, and other higher value "authentic" products and experiences.

To see TNS Canadian Facts full market survey presentation and other ecotourism research, see our resources page.