Tourists like 'green tourism' but are hesitant to pay extra.

According to research findings and opinions from CEOs in the service sector, travelers worldwide support green travel. However, they are unwilling to pay extra if it is voluntary.

In Germany, considered the "economic powerhouse of the EU," 24% of respondents believe that sustainability in tourism is an important criterion. Only 5-10% are willing to pay extra to protect the environment.

Charuta Fadnis, head of research at a German travel research firm, says the problem is that people believe it's not necessary to pay more for sustainability. According to Reuters, this forces the global tourism industry to question how to develop green tourism when faced with low profit margins and an incomplete post-pandemic recovery.

Thomas Fowler, Director of Sustainability at low-cost airline Ryanair, confirmed that very few people are willing to pay a few extra euros to participate in the "carbon offsetting" program. Carbon offsetting is the process of balancing emissions by funding environmental projects that reduce greenhouse gases. Therefore, many airlines have joined this program. "Less than 3% of our customers respond," Fowler said.

In February, German airline Lufthansa began offering "green fares" (more expensive than regular fares) on some flights. This move was intended to support the company in using sustainable aviation fuels and investing in climate protection projects. However, only 2% of passengers chose to buy them.

Fadnis points out that younger generations are more interested in sustainability commitments than older generations. Most customers over 55 "don't want to spend extra money," even if the price increase is only slight compared to regular products.

But if customers are unwilling to invest in environmental protection, Fadnis says business owners "should be more innovative." For example, hotels should use reusable items instead of disposable ones, and encourage travelers to rent hybrid (environmentally friendly) vehicles.

Bi Le