Rather than relying on claims or slogans, travelers prioritize credibility, simplicity and visible actions, with sustainability having greater impact when aligned with value, authenticity and everyday travel choices. However, a notable trust gap persists, with around three in ten travelers expressing skepticism towards sustainability communications from tourism providers, indicating a clear demand for demonstrable evidence and real impact.
The findings also show that travelers are more willing to change their behavior than to incur additional costs: over 80% report being prepared to adapt how they travel to reduce environmental impact, while willingness to pay more remains comparatively limited. Trust is primarily built through peer recommendations, user reviews and concrete examples, particularly among higher-income travelers and older generations, who require stronger validation.
At the same time, younger generations demonstrate greater openness to sustainability initiatives, provided these are accessible and embedded in the travel experience. In this context, the study concludes that sustainability can enhance destination competitiveness, but only when it is credible, practical and clearly perceived, requiring a focus on concrete actions, transparent communication and alignment of benefits for both visitors and local communities.
