Destinations implementing green taxes must justify them with clear links to sustainability projects to retain traveller trust.
- Green taxes can significantly increase holiday costs, potentially impacting consumer demand negatively if not well-justified.
- Industry leaders advocate for transparency in the use of green taxes to ensure they support specific environmental initiatives.
- A collaborative approach involving destinations, governments, and the travel industry is urged to address the challenges of overtourism.
- Misconceptions about the cost of sustainable holidays need dispelling, as they can be cost-effective with proper strategies.
Destinations implementing green taxes must substantiate them with well-defined connections to sustainability initiatives to maintain tourists’ trust. Garry Wilson, head of EasyJet holidays, emphasised that such taxes, if unjustified, could add significant costs to family holidays, affecting the destination’s demand.
Industry leaders highlighted the need for transparency in tax usage. Wilson argued that consumers are more likely to support taxes if they see them funding specific ecological projects rather than contributing to a general fund.
There is a strong call for collaboration between destinations, governments, and the broader travel sector to tackle overtourism effectively. Learning from past mistakes, the sector aims to implement a harmonised strategy for sustainable tourism.
Discussion at the Abta Travel Convention also highlighted the importance of educating consumers on sustainability. Mark Tanzer, Abta’s chief executive, noted the vital role of communicating sustainability criteria of hotels to travellers, ensuring they understand the benefits.
There is a growing need to correct the myth that sustainable holidays incur higher costs. By adopting sustainable policies, travel businesses can potentially reduce costs, maintain staff, and increase customer loyalty. Derek Jones from Not Just Travel noted the influence of climate change experiences on altering travel perceptions and choices.
The travel industry must prioritise transparency and collaboration to successfully implement sustainable tourism practices.
