Sustainable Tourism – Why your customers care about your environmental impact.

Why Running a Sustainable Tourism Business is a Win-Win for Everyone

Running a sustainable tourism business offers numerous benefits and creates opportunities for:

  • Your Customers – Deliver authentic, eco-conscious experiences that travellers are actively seeking.
  • Your Community – Contribute positively to the local economy and culture.
  • Your Bottom Line – Sustainability isn’t just a selling point; it enhances profitability.

In this blog, I’ll explore the customer perspective and highlight why sustainability matters to them. Future posts will explore the benefits for communities and your business’s economic success.

Why Customers Prioritise Sustainability

The urgency of the environmental crisis is undeniable. Travellers today, especially post-COVID-19, are more conscious of climate change and the impact of their choices.

Since the pandemic, severe heat waves and climate shifts have emphasised the need for sustainable practices. Consumers are increasingly choosing businesses that align with their values. With its zero-waste initiatives, major brands like Disney have set an inspiring example, while instances of greenwashing, like Coca-Cola, highlight the need for authenticity.

The government aims to achieve Net Zero by 2045 in Scotland, as reflected in the Scottish Tourism Strategy: Scotland Outlook 2030. This ambition aligns with the growing demand for sustainability among travellers.

According to Mintel’s 2023 Sustainability in Travel Report:

  • 52% of travellers prioritise supporting the local environment.
  • 43% value protecting local communities.
  • 41% believe in investing in renewable energy.

These figures show that consumers actively seek businesses that are committed to sustainability.

 

Husinis Beach Harris -Andy Drane

Travellers are keen to support local businesses because they are interested in supporting the local community and connecting with locals. Some believe they provide higher-quality food experiences, as Mintel’s Qualitative study in January 2023 shows.

“I enjoy local food on holiday, and it is often best in small local restaurants.”

What Customers Are Saying

Travelers increasingly value local, eco-friendly experiences:

  • “I love the idea of staying in eco-friendly accommodation. Being surrounded by wildlife, trees, and peacefulness is my idea of heaven.”
  • “I enjoy local food on holiday, and it is often best in small, local restaurants.”

These sentiments reflect the growing demand for tourism businesses to focus on authenticity, local culture, and environmental care.

How to Communicate Your Sustainability Efforts

To attract eco-conscious customers, it’s essential to showcase your sustainable practices:

  1. Your Website
    Highlight your commitment to sustainability, from eco-friendly operations to community support.
  2. Welcome Packs
    Include local products and recommendations for nearby businesses, such as butchers, restaurants, and off-the-beaten-path attractions.
  3. Booking Communications
    Share resources like this Guardian article to educate visitors about responsible tourism.
  4. Social Media
    Regularly post about your eco-friendly initiatives, highlight local businesses, and share photos showcasing your sustainability efforts.

Inspiration from Leading Examples

  • A bar in Rothesay offers a free pint to visitors who participate in litter picking.
  • Visit Copenhagen rewards eco-friendly behaviours like cycling or urban gardening with complimentary coffee, kayak tours, or attraction entries.

 

Why Sustainability is Good for Business

Sustainable tourism businesses attract customers seeking meaningful, eco-friendly experiences. These travellers want to support local economies, immerse themselves in authentic cultures, and leave a positive impact—or no trace at all.

By showcasing your commitment to sustainability, you align with the values of modern travellers and position your business for long-term success in a rapidly changing world.

Let your business leave a lasting impression, not a footprint.