Looking to travel more sustainably? Sweden, Finland and Austria are the places to go to

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🗞️ Driving the news: Euromonitor International’s Sustainable Travel Index 2023 reveals European destinations as some of the most sustainable, with travelers increasingly willing to pay more for eco-friendly trips

🔭 The context: As environmental concerns rise globally, destinations are pushing for more green initiatives
• Melbourne retains its title as the most sustainable city, aiming for net zero emissions by 2040
• Spain's Madrid and Seville rank second and third, bolstered by the EU's Net Zero Cities project
• Sweden, Finland, and Austria lead in national performance

🌎 Why does it matter for the planet: Sustainable travel reduces environmental impact
• With cities aiming for net zero emissions and travelers willing to pay more for sustainable features, the global carbon footprint from tourism can be significantly reduced

⏭️ What's next: As sustainability becomes a key factor in travel decisions, destinations may further bolster their green initiatives
• The industry will likely see more green technology and digitized traveler experiences, both identified as crucial for a sustainable travel future.

💬 One quote: “Looking to the future, the Sustainable Travel Index highlights green technology and digitalising the traveller journey as two sure-fire ways to help achieve the road to net zero.” (Caroline Bremner, Head of Travel at Euromonitor International)

📈 One stat: 79% of travelers are prepared to pay at least 10% more for sustainable travel features, and of these, 41% would pay over 30% extra for ecotourism activities

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