U.S. Needs to Step Up Proof of Sustainability With European Tourists
Photo Credit: U.S. has a sustainability perception problem with European tourists. Unsplash / Lisha Riabinina
Skift Take
The U.S. can emphasize its progress on sustainability all it wants, but travelers won't take it seriously until they see it in their trips, and that requires more substantial actions over words and press releases.
The U.S. travel sector needs to revamp its messaging around the sustainable action its destinations and businesses are taking in order to maintain competitiveness with European markets.
The U.S. has a sustainable perception problem with European tourists, according to Peter van Berkel, chairman of the International Inbound Travel Association and president of Travalco, a tour operator. The problem was a major topic of discussion at the association's summit last week.
European countries are considered much more advanced when it comes to sustainability, causing some potential tourists to wrongly assume the U.S. isn’t doing much by comparison, he said. Traveler desires to see more proof over talk supports a Skift megatrend that 2023 will be a year of action on
