ABTA is calling on its members to seize the business opportunity presented by sustainability as delegates gather for the annual World Travel Market in London.
Following its latest Consumer Trends survey, the trade body argues half of customers believe their travel company should ensure that they are helping the local people and economy.
Pictured: ABTA chief executive Mark Tanzer has called for UK tourism to embrace sustainability
A third also desired to know how their travel company benefits the destination they are visiting.
ABTA chief executive Mark Tanzer said: “For too long many in the industry have perceived environmentally concerned customers as an insignificant minority that could be ignored.
“However, the ABTA 2010 Consumer Survey shows that millions of consumers take their environmental and social responsibilities seriously and expect us to do so too. We think this reflects changing attitudes and behaviour in all aspects of people’s lives.”
Almost one in five of those questioned by ABTA were actively willing to pay a premium for a sustainable product while half believe this is an important issue.
ABTA is already taking a lead on sustainability with the expertise provided through the destinations and sustainability team and the Travelife sustainability system.
Proactively managing the environmental impacts of tourism means that ABTA Members are helping to create an economically sustainable future for the tourism industry, where destinations thrive and continue to invest in new product.