German Tourist Research: Sustainability is Important – But Only Up to the Point of Booking
Njemački turisti sve više govore o the importance of sustainability, but when it comes to booking a trip – environmental criteria lose weight. According to research Federal Environment Agency (UBA), even 67% Germans claim that sustainability plays an important role in their travels. However, data for 2023 shows that Only 11% reservations was for travel designated as „sustainable“.
This paradox reveals the contradictions of modern travel consciousness – more and more people are concerned about the planet, but few translate this into concrete destination choices.
More kilometres, more emissions
Study „Sustainability in Leisure Travel“ reveals that German travellers in 2023 crossed more kilometres per day of travel than ever before, primarily due to the increase in the number long-haul air travel.
Tourism expert and co-author of the study, Wolfgang Günter, explains this contradiction:
„Most Germans do not travel for sustainability but to escape everyday life. The ecological aspect plays a role, but does not determine the final choice of destination.“
The potential is there, but it needs to be stimulated.
Nevertheless, the research reveals scope for change. The authors call on the tourism industry to offer concrete incentives and attractive sustainable products, as there is interest among travellers – although it hasn't yet translated into purchasing behaviour.
The study was conducted on a sample 7,000 people over the age of 14 and part of it national research „Forschungsgemeinschaft Urlaub und Reisen e.V.“ which is being carried out for UBA for the third year in a row.
📊 Conclusion:
German tourists are aware of climate change, but only a few decide to travel „green“. Sustainability is currently more value, but habit – A challenge and opportunity for everyone in the tourism industry.
Source: UBA – Sustainability in Leisure Travel 2024
