欧洲人对负责任的旅行选择的态度

FOREWORD MINDHAUS EUROPEAN TRAVEL COMMISSION -focus as an industry should be to demonstratethat the freedom and enthusiasm associatedwith travel can go hand in hand with a -COVID-19 have already become evident, including a greater concern about personalwellbeing, air quality and man-madeenvironmental impacts. The advantage ofintegrating sustainability elements is heightened sense of care and responsibilityfor host communities and the naturalenvironment. As the pandemic and theclimate crisis continue to shake our world,understanding the extent to which European increasingly well recognised in the tourismsector and has already moved from the niche tothe mainstream. A sustainable approach totourism development presents a great Theofilos Kyratsoulis, General Manager Eduardo Santander, Executive Director EUROPEANS' ATTITUDES TOWARDSRESPONSIBLE TRAVEL CHOICES Concludingsix waves of market research1 September2020toFebruary2021,thisreportspotlightsresponsibletravel. •TheCOVID-19crisishadcreatedanopportunityforEuropeantourismtorestartbetterwitharefocusingof priorities:promoting responsible travel and working with a consolidated and Inaddition to the positive sentiment for travelling,Europeans are also demonstratingenthusiasmforhostingtravellers,with40%ofrespondentswantingtohavemoretouristsvisiting •Inthe context of the pandemic,excessive numbers of tourists at one destination means anundesirablelevelofovercrowding.Mindfulofthis,44%ofrespondentssaytheywillconsideroff- EUROPEANS' ATTITUDES TOWARDS RESPONSIBLE TRAVEL CHOICES •3in 5 respondents are now willing to take fewertripsandspend moretimein onedestination-acriticalfactor considering that 75%of tourism CO2emissionsresultfromtransportation1.•Inaddition,30%of Europeans are willing to spendmorefor green premium travel,acknowledging the EUROPEANS' ATTITUDES TOWARDSRESPONSIBLE TRAVEL CHOICES •Sustainabletourismaimstobettermanagetherelationsbetweenthevisitors,thetourismindustry,thecommunityandtheenvironment.Inlinewiththis,over1in3 •Onalesspositivenote,theCOVID-19threatandpersonalhealthconcernshaveled50%of respondents to favour single-use packaging for food and personal careproducts-representingasetbackfortheplastic-freetravellobby.Collectiveactionsataregionalandcountrylevelwillbenecessarytoensurethistrendwillbereversedin EUROPEANS' ATTITUDES TOWARDSRESPONSIBLE TRAVEL CHOICES Therewas an overall tendency among respondents planning to travel during thepandemictorespondpositivelytosustainability-relatedquestions.Comparedtotheoverallsample,thesepandemictravellers1demonstratedastrongerwillingnessto: •Paymoreforvisitinglesscrowdeddestinations(37%vs.32%);•Travelmoreintheoff-season(51%vs.44%);•Paymoretosupportthelocaleconomyandcommunity(44%vs.36%);• Thesefigures are in line with earlier observations that the disruption created by thepandemic(1)canpotentiallystrengthentraveloptionsand(2)canbeleveragedtopromoteresponsibletravel. EUROPEANS' ATTITUDES TOWARDSRESPONSIBLE TRAVEL CHOICES •Thepositivesentimentofresidentsforacceptingmoretouristscanbeleveragedtore-establishtherelationsbetweentouristsandthehostcommunityandforimplementing AsmoreEuropeansarewillingtoconsideroff-the-beaten-trackdestinations,NTBs1shouldpromotelesser-known destinations and highlight the pristine beauty of crowd-free •Lookingtobettermanagetourismseasonality,thegrowinginterestinoff-seasontravelshouldencourageDMOs1todevelopa365strategy,withrecommendedproductsandexperiencesforeveryseason. •Inviewoftheincreasingdesiretospendmoretimeatasingledestination,DMOs1shouldfurtherdevelop and promote immersive experiences for the visitor planning anextendedstay.These could include skills workshops conducted by local craftspeople,takingpartinlocaleventsandactivitiesandevenvolunteeringonenvironmentalprojects EUROPEANS' ATTITUDES TOWARDSRESPONSIBLE TRAVEL CHOICES •Resultingfrominterestinsupporting the hostcommunity,localentrepreneursshouldoffer social tourism products and community tourism experiences,creatinglocalisedandhighlyimmersivetoursthatwillbenefitboththetouristsandtheresidents. •Fortouristswhowishtopaymoreforalesscrowdedvisit,tourismsightscanofferVIPexperiencesforthosepurchasingticketsatlessbusytimesoftheday.•Toaddressthewillingnessoftouriststoinvestinagreenpremiumtravel,businessescanoffergreen upgrades,carbon offsetting schemes and opportunities to take part in environmentalprojects,aspartoftheirvalueproposition. Tocounterthereadoptionofsingle-usepackagingforfoodandpersonalcareproducts,tourismbusinessesshouldensureoptimumhealthandhygieneprotocolsareinplaceandrewardgueststhatrefrainfromusingplastic.Furthermore,governmentsshouldreward EUROPEANS' ATTITUDES TOWARDSRESPONSIBLE TRAVEL CHOICES The importance of sustainability as a characteristic of the travel experience Sustainability was rankedhigher than the travel qualities PAYINGMORE TOAVOID THECROWD 1 in 3 respondents would be willing to pay more for visitinga less crowded destination following the pandemic Travellers going on aro