16. Demand for Sustainable Tourism

Based on existing studies, this article shows the demand potential for sustainable tourism. Although sustainability is generally not the first criterion for making a travel decision, many holidaymakers are principally interested in travelling sustainably. In terms of volume, it can be summarised that approximately a third of tourists are interested in sustainable tourism or at least in specific sustainability aspects. In addition to consumers with an affinity for and awareness of sustainability, the LOHAS in particular are an affluent customer group and therefore an interesting demand segment as are certain niche tourism groups. In the business trips and the MICE sectors too, sustainability is increasingly becoming a selection criterion. With regard to willingness to pay, the studies come to contradicting conclusions. However, there is some evidence indicating that tourists are not willing to pay significantly more for sustainable features of a tourism product. The existing awareness and positive attitudes towards sustainable travel, which have been documented in numerous studies, and also the general development of lifestyle trends, permit the conclusion that in future sustainability will become increasingly important to travellers.