A new online survey conducted from April to June this year found that travelers are willing to spend more to reach sustainability goals.
The Reef-World Foundation published the study’s findings, and the organization hopes that this trend will be embraced globally as the world and the tourism sector recover from COVID-19. The survey was not just the work of the foundation but was also supported by partners PADI, RAID, PSS and ZuBlu.
According to Chloe Harvey, a director at the Reef-World Foundation:
“This survey has highlighted some really encouraging trends… The Gen Z and Millennials, those with the biggest buying power today and tomorrow, are seeking out experiences that align with their sustainability values. They are willing to pay more for sustainable offerings and are wanting to educate themselves and be involved in meaningful environmental activities while on holiday. This is so positive for both the industry and the environment upon which it is built. It’s given us a sneak peek into the future of marine tourism; one where sustainability is no longer a competitive edge, but a minimum requirement. We’re proud that the Green Fins approach and tools remain at the cutting edge, delivering on the needs of the industry and the consumer as we move into this new era of tourism.”