With the start of summer, it’s becoming more and more obvious that tourism isn’t just about fun and “getting away from it all”, but also a chance to revitalise areas and promote what they have to offer.
In recent years, we have witnessed a change in travellers’ expectations and desires. There is growing awareness of environmental issues, respect for local cultures and the need for authentic experiences. The majority of travellers (75%), for example, express a desire to travel more sustainably, driven by the belief that it is the right thing to do (32%), even though the gap between awareness and implementation remains high (Booking.com’s Travel & Sustainability Report, now in its tenth edition in 2025). Although this year, for the first time, more than half of travellers (53%) are aware of the impact of tourism on local communities and the environment. This is a real boost for sustainable tourism businesses. Another reason is that 73% of travellers want their travel spending to stay in the local community and 69% want to leave places better than they found it.
And why are businesses at the forefront of this new focus among tourists? 43% of travellers believe that tourism providers hold the key to effectively addressing environmental issues, and 62% say they would feel better if they could stay in an eco-friendly accommodation facility.
Credits: Catalogo dell’Ospitalità Responsabile 2025 – AIT
How can tourism businesses respond to tourist demand in an active, concrete and operational manner without falling into the trap of greenwashing?
Current tourists are not just looking for a place to stay, but tend to favour destinations that can serve as a reference point along a path towards sustainability. For tourism businesses, this can be an opportunity to establish a more meaningful relationship with visitors, adapting their services to the values and expectations of an increasingly aware public. This approach can generate positive outcomes: it allows businesses to attract audiences that are sensitive to environmental and social issues, build stronger relationships and differentiate themselves in the market; at the same time, it enables more efficient resource management.
Even simple actions, if concrete and tangible, can contribute to this process. For example, equipping facilities with biodegradable or locally sourced products; promoting experiences that involve the local community, local guides or sustainable mobility services such as bike-sharing; launching plastic-free or energy-saving initiatives.
It is also useful to communicate the commitment undertaken through simple and effective tools, such as a handbook for guests with instructions on how to contribute to sustainable behaviour, even when travelling.
Finally, collaboration between operators remains a winning strategy, capable of strengthening the sustainable identity of the territory and the overall quality of the tourist offer.
The important thing is not to relegate sustainability to the ‘extra’ initiatives sphere. It must become part of the business model, corporate culture and staff training. This is the only path to pursue in order to move from symbolic action to real change, anticipating demand with regenerative, green and authentic offerings for the local area and the company.
This is also the mission of the DETOUR project: to support businesses that decide to embark on a green and digital transition to better accommodate tourists who walk or cycle. DETOUR focuses on four pilot areas: the Sultan’s Road in Bulgaria, the Via Francigena in Italy, the Mount Olympus Trails in Greece and the Lycian Way in Turkey. This marks the beginning of a new way of welcoming these types of tourists, who are very attentive to respecting the local areas, both in terms of the host communities and the landscape.