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The World Travel & Tourism Council (WTTC) has unveiled its latest report which explores the disconnect between what tourists say about sustainability and the choices they ultimately make.

The report highlights that sustainability is a primary factor for only a small minority of tourists, ranging from 11% to 7%, even among the most environmentally conscious groups.

Launched at FITUR 2025, Madrid, the report ‘Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers’ was developed in collaboration with WTTC knowledge partner YouGov.

The report provides actionable guidance to Tourism businesses on how they can address this gap by offering solutions that make sustainable travel both more accessible and more attractive, ultimately balancing economic growth and environmental responsibility.

The study, drawing on a survey of more than 10,000 respondents, categorised tourists into six consumer segments, ranging from the eco-conscious ‘Hopeful Worriers’ to the disengaged ‘Climate Change Agnostics’. Each group comes with unique behaviours, priorities, and barriers to selecting sustainable choices.  

Understanding these diverse perspectives is essential for businesses to craft effective sustainability strategies that resonate with their audience and drive real impact.

According to the data, cost and quality remain the dominant priorities for travellers, outweighing sustainability considerations. Across all consumer segments, more than 50% say cost is the most important factor influencing purchasing decisions, while around 30% prioritise quality.

In stark contrast, sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups.

A lack of visibility also remains a significant barrier to progress. Over 10% of respondents reported no exposure to sustainability messaging or information through any channel, including mainstream media, social platforms, or community-driven initiatives.  

Julia Simpson, WTTC President and Chief Executive notes “Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values.   

“I am delighted to collaborate with YouGov for such a crucial piece of work. By closing the say-do gap, we not only protect the planet but ensure more rewarding experiences for customers and a brighter and more resilient future for our planet.”

Business Recommendations
WTTC’s report offers seven key recommendations to help the industry bridge this divide, calling on businesses to lead by example, partnering where possible with other businesses and governments on sustainability initiatives.  

To drive real change, the report recommends highlighting the economic and personal benefits of sustainable travel, ensuring eco-friendly options are simple and convenient for consumers, and introducing tiered reward programmes to motivate action at all levels.

Tailored marketing that speaks directly to the values and needs of individual consumers has been shown to significantly increase engagement across different segments. Designing out unsustainable options to make sustainability the default choice can facilitate the decision-making process and improve the overall experience.

Many Tourism companies are actively adopting sustainable practices and communicating them to consumers.

Intrepid Travel prominently labels trip itineraries with their carbon impact and offsets emissions automatically. Iberostar leverages AI technology to reduce food waste in its hotels and prioritises underutilised fish stocks. Hilton has equipped over 1,800 hotels with EV charging points, with nearly a third of its EMEA properties powered entirely by renewable energy.

As climate action becomes an imperative rather than an option, this report equips businesses with the tools and insights they need to thrive in a rapidly changing world.

WTTC urges all Tourism business leaders to leverage this report to inspire innovation and chart a sustainable path forward.

To access the full report, please visit WTTC Research Hub. 

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