As the world celebrates Earth Day on 22 April, we are observing a rising interest among our clients in sustainable tourism. Hailed as an industry trend forecaster, the 2018 Virtuoso Luxe Report recently surveyed its travel advisors on how sustainability acts as a key factor in consumer travel choices.

While many travelers now factor in sustainable tourism practices—defined as travel that is environmentally friendly, protects cultural and natural heritage, and provides social and economic benefits to local people—we find that Millennials are the ones leading the charge.

What appeals most to you? Here are the sustainable tourism factors that our clients find most compelling:

• Reducing plastic waste
• Eco-friendly practices
• Protecting wildlife
• Eating local foods/supporting local farmers
• Giving back to communities
• Animal welfare
• Respecting culture
• Staying at green hotels
• Conserving coral reefs
• Safeguarding historic sites
  
  

Costas Christ, the Director of Sustainability for the luxury travel network Virtuoso, noted the shift in perspective:

"Back in the ’60s and ’70s, going green and caring about local cultures was thought of as being very 'granola.' But there is much more familiarity and interest around these topics today. The question is no longer whether travelers care about helping to make the world a better place as part of a vacation. The real question is how we in the travel industry work together to prepare for a new generation of travelers who want to have a positive impact on the places they visit."