There is increasing interest in the source markets for tourism products with Responsible Tourism characteristics.
The business case for engaging with Responsible Tourism was addressed as part of WTM World Responsible Tourism Day two years ago with presentations on Securing the Commercial Advantage from Responsible Tourism Through Marketing by TUI. Virgin Holidays and ResponsibleTravel.com
Mintel published its first report on Responsible Tourism in 2007 and hear that another report on the market for Responsible Tourism is due out shortly. Travel Market Report based out of Oyster Bay in New York State reported a week ago that demand for Responsible Tourism is gaining momentum among consumers and suppliers.
A study published by the Center for Responsible Tourism based at Stanford University reports that
• 93% of Conde Nast Traveler readers surveyed in 2011 said travel companies should be responsible for protecting the environment.
• 58% said their hotel choice is influenced by the support the hotel gives to its local community.
• 66% of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society, according to a 2012 Nielsen Wire survey.
• According to a 2012 survey, the ‘green’ travel trend is gaining momentum among TripAdvisor members, as 71% said they plan to make more eco-friendly choices in the next 12 months compared to 65% that did so in the past 12 months.
The 8 page summary of evidence that there is increasing recognition among both travel professionals and consumers of the importance of responsible travel: The case for Responsible Travel: Trends and Statistics