“Our Sustainable Travel Index uses 56 indicators across seven pillars – Environmental, Social, Economic, Risk, Demand, Transport and Lodgings – determining the comparative performance of sustainable travel and tourism for 99 countries through scores and weightings to produce an overall ranking,” explains Caroline Bremner, head of travel at Euromonitor International.
According to a report from Euromonitor International, nearly 80% of travelers are willing to pay an extra 10% for sustainable travel features despite the cost of living crisis. Some 41% of travelers are also prepared to pay more than 30% extra for adventure and ecotourism, according to the Voice of the Consumer: Lifestyles Survey, mentioned in Euromonitor’s newly released Sustainable Travel Index 2023.
Sweden continues to top the chart of the index, with Finland second and Austria in third. South American destination, Uruguay, has made the top 20 for the first time, moving up 15 places from the previous year, while Egypt and the Maldives have been ranked as the most improved countries over the last five years.
“There are three main types of indicators. The health of a destination relating to happiness, equality and social justice, then the specific impacts of tourism on the local environment such as hotel energy use, followed by the general state of tourism such as quality of infrastructure or dependency on international demand. Looking to the future, the Sustainable Travel Index highlights green technology and digitalizing the traveler journey as two sure-fire ways to help achieve the road to net zero. Partnering with new start-ups in the green tech space could help pave the way for a greener and cleaner travel future,” adds Bremner.
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