They seek to reduce their carbon footprint, support local communities, and preserve natural and cultural heritage. They prefer destinations and operators that share their values and offer sustainable solutions.

Even across different age groups, sustainability is important, with more than every fourth Nordic travelers taking it into consideration.

One of the Nordic travelers’ current main concerns is transportation. Here, 29.8 percent state that they have chosen a train or bus over a plane ticket - an increase of 84 percent. This shows an increasing desire to travel to destinations in a more sustainable manner, and could also be reflected on destinations, where domestic flights have previously been more common.

The Nordic travelers are also willing to pay more to support sustainability. 12.3 percent state that they have compensated for their CO2 emissions – an increase of 56.3 percent from last year – indicating that the Nordic traveler want to give back to the environment. Most Nordic travelers might know that by travelling, in many situations they naturally set a footprint on the environment, but by compensating CO2 emissions, the footprint will be smaller.

In addition to this, almost every fourth Nordic traveler say they will choose an ecofriendly accommodation despite it costing more than a regular one. This indicates that sustainable accommodation is on the rise and that hotels should not be afraid to charge extra, when they start engaging more in sustainable matters – it might pay off both economically and environmentally.