Euromonitor present report on sustainability in tourism

66.4% of consumers around the world want to have a positive impact on the environment through their daily actions in 2021, according to a new report 'Top Countries for Sustainable Tourism', published today by the research company of global market Euromonitor International at ITB Berlin. .

Scandinavia is leading by example in its commitment and progress towards sustainable travel, with Sweden in first place, followed by Finland, Austria, Estonia and Norway. These findings from the new Sustainable Travel Index, developed by Euromonitor International, assesses 99 country destinations through the lens of environmental, social and economic sustainability, country risk, as well as the demand for sustainable tourism, transportation and accommodation.

"Sweden is a pioneer in life cycle assessment research, which is critical to understanding the full impact of consumer behavior and consumption patterns," says Caroline Bremner, head of travel at Euromonitor International. The country is highly committed to the Sustainable Development Goals and preserves Arctic ice and permafrost to help stem climate change, with the goal of achieving net zero emissions by 2045.

Other countries also show good progress in sustainable transport and accommodation. Just outside the top 20, with other European countries for the most part, such as Germany and France, we find New Zealand, Bolivia and Canada.

“Globally, there is a clear shift in mindset and resistance to reverting to a volume-driven travel and tourism model. Instead, stakeholders are coming together to "build back better" through value creation from sustainable tourism. As momentum builds in the run-up to COP26, consumers, travel brands, destination marketing organizations and governments continue to align to avoid the climate emergency, ”concludes Bremner.

Download the report "Top countries for sustainable tourism" to access the full ranking.