Increased interest for sustainability among Nordic travellers
Increased interest for sustainability among Nordic travellers
In recent years, there has been a significant and growing interest in sustainable travel among Nordic travellers. Nordic travellers are not just booking their vacations blindly, in terms of deciding on destination and way of traveling, they are now to a higher extent considerate in which kind of environmental impact they leave.
This surge in eco-consciousness is emphasized by multiple studies, highlighting a paradigm shift in travel preferences.
Our latest research indicates a remarkable trend: over one-third of Nordic travellers now prioritize sustainability in their travel choices. This shift is not just a passing trend; it reflects a deeper, more enduring commitment to environmental stewardship and responsible tourism. As awareness of global environmental issues rises, Nordic travellers are also increasingly seeking out destinations and travel options that align with their values of sustainability and minimal environmental impact.
A recent study by VisitDenmark (2022), also supports this by concluding that approximately 30% of Swedish and Norwegian travelers are focused on sustainability initiatives during their travels. Furthermore, the study sheds light on sustainability concerns becoming even more important when choosing the next destination, with 38% of Swedish travelers stating they will consider sustainability to a greater extent than previously. For Norwegian travelers, the number is 25%. This is also supported by our data.
Another study by Innovasjon Norge (2023) back this up, as they found that travelers considering Norway are more likely to choose climate-friendly transport and destinations that take sustainability seriously. Here, just like our own data show, the trend is that an increasing amount of travelers become aware of their impact and would like to take responsibility for ensuring that their travel does not harm nature.
This surge in eco-consciousness is emphasized by multiple studies, highlighting a paradigm shift in travel preferences.
Our latest research indicates a remarkable trend: over one-third of Nordic travellers now prioritize sustainability in their travel choices. This shift is not just a passing trend; it reflects a deeper, more enduring commitment to environmental stewardship and responsible tourism. As awareness of global environmental issues rises, Nordic travellers are also increasingly seeking out destinations and travel options that align with their values of sustainability and minimal environmental impact.
A recent study by VisitDenmark (2022), also supports this by concluding that approximately 30% of Swedish and Norwegian travelers are focused on sustainability initiatives during their travels. Furthermore, the study sheds light on sustainability concerns becoming even more important when choosing the next destination, with 38% of Swedish travelers stating they will consider sustainability to a greater extent than previously. For Norwegian travelers, the number is 25%. This is also supported by our data.
Another study by Innovasjon Norge (2023) back this up, as they found that travelers considering Norway are more likely to choose climate-friendly transport and destinations that take sustainability seriously. Here, just like our own data show, the trend is that an increasing amount of travelers become aware of their impact and would like to take responsibility for ensuring that their travel does not harm nature.
Nordic travelers and sustainability in short:
- 33%Environmental concerns and sustainability: 33% (+1%)*
- 31%Chosen environmentally friendly transport: 31% (+48%)
- 12%Compensated for CO2 emissions: 12% (+36%)
*Compared to 2021
This growing focus on eco-friendly travel choices in the Nordics mirrors a broader global movement towards sustainability in tourism, and what we have seen so far, might just be the early start on something increasing even more.
References
Innovasjon Norge (2023) Travel Barometer - Spring 2023.
VisitDenmark (2022) Turisme og bæredygtighed på de fire nærmarkeder. Available at: www.visitdenmark.dk/corporate/videncenter.
This growing focus on eco-friendly travel choices in the Nordics mirrors a broader global movement towards sustainability in tourism, and what we have seen so far, might just be the early start on something increasing even more.
References
Innovasjon Norge (2023) Travel Barometer - Spring 2023.
VisitDenmark (2022) Turisme og bæredygtighed på de fire nærmarkeder. Available at: www.visitdenmark.dk/corporate/videncenter.