Earlier this month, Copenhagen’s tourism office announced a new initiative to reward travelers for making eco-friendly choices, such as using public transportation. This move was met with enthusiasm by advocates of sustainable travel, as it provides a positive incentive for responsible behavior.
Promoting Sustainable Travel: Paloma Zapata, the CEO of Sustainable Travel International, lauded the initiative, stating that it helps tourists feel good about engaging in sustainable practices without feeling judged. Such programs make the concept of sustainable tourism more tangible for travelers.
Shifting Focus: While punitive measures like imposing fees on day visitors in cities like Venice have been common, a new trend is emerging towards guiding and rewarding travelers for their environmentally conscious actions.
Bridging the Intent-Action Gap: A recent survey by Booking.com revealed that while 75% of travelers express a desire to travel sustainably, only 45% actually prioritize sustainability when planning their trips. In response to this gap, incentives are being introduced to encourage travelers to act on their intentions.
Effectiveness of Positive Reinforcement: Jonathon Day, an associate professor at Purdue University specializing in hospitality and tourism, suggests that programs that positively reinforce good behavior may be more effective, especially as many travelers seek relaxation and may forget about sustainability considerations in the moment.
