A new study by the German Environment Agency (UBA) and the Research Association for Holidays and Travel (FUR) shows that while the desire for sustainable travel among Germans is growing, actual travel behavior is lagging behind.
According to the latest Demand Monitor “Sustainability in Holiday Travel”, 67 percent of respondents consider ecological or social sustainability important when traveling – more than ever before. However, sustainability plays a decisive role in only about five percent of actual travel decisions. The contrast is particularly evident in air travel: despite rising environmental awareness, the airplane remains the most popular mode of transport for holidays, leading to a new record in tourism-related air travel.
UBA President Dirk Messner emphasizes: “Many people wish for more sustainability when traveling, yet the share of climate-damaging air travel continues to increase. This gap between attitude and behavior is a key problem.”
The study identifies differing expectations for vacations as a main reason: for most travelers, relaxation, distance from everyday life, and enjoyment take priority over sustainability concerns.
However, the authors also highlight the potential of the travel industry to promote sustainable travel through effective communication and attractive offers. The overall positive attitude of travelers toward environmentally and socially responsible tourism provides a solid foundation for this shift.
Conclusion: Achieving more sustainable travel behavior requires a joint effort – through cooperation between conscious travelers, innovative providers, and clear political frameworks.
You can find the full study here.
Access the publication here.
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