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86% of UK Travellers Value Sustainability


A new survey commissioned by the Spanish Tourism Office (UK) reveals the latest attitudes towards sustainable travel. The data indicates that 86% of British respondents value sustainability as either ‘important’ or ‘very important’ when selecting a holiday destination. This figure rises to 94% amongst 18–24-year-olds and drops to 75% amongst those aged 65 and above.  

When asked which destinations they could easily travel to and around sustainably, the United Kingdom was the top choice (74%). Outside of the UK, 66% of respondents said it’s easy to have a sustainable holiday in Spain, followed by France (65%), Germany (59%) and Italy (57%).  Despite this, just 12% of respondents could provide a concrete example of the measures Spain has taken to become more sustainable as a travel destination.

Manuel Butler, director of the Spanish Tourist Office (UK) says:, “Sustainability lies at the heart of our tourism strategy and is a vital part of our government agenda. We have ambitious targets in place to support and deliver on the 2030 Sustainable Development Agenda and significant funds have been invested to ensure we deliver on these goals which include the distribution of funds to our regions to help fund energy efficiency and circular economy projects.

“It’s important for us to understand the attitudes and perceptions of the UK public to help inform our strategy. Whilst we are pleased that 66% of respondents think it’s easy to have a sustainable holiday in Spain, we need to work harder to communicate our initiatives.”

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Mark Bibby Jackson

Mark Bibby Jackson

Before setting up Travel Begins at 40, Mark was the publisher of AsiaLIFE Cambodia and a freelance travel writer. When he is not packing and unpacking his travelling bag, Mark writes novels, including To Cook A Spider and Peppered Justice. He loves walking, eating, tasting beer, isolation and arthouse movies, as well as talking to strangers on planes, buses and trains whenever possible. Most at home when not at home.

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