Is sustainable tourism really selling?

We ask from all those tour operators and travel agents who participate in our FAM trips in Baltic and Nordic countries, if sustainable tourism selling among their customers. Before answering to that question, we collected some surveys related to European market and sustainable tourism.

Recent surveys indicate a significant and growing demand for sustainable tourism services and products across European markets. A 2023 report by Booking.com revealed that 76% of travelers intend to embrace sustainable travel plans in the upcoming year, with 43% willing to pay more for certified sustainable options.
WEFORUM.ORG

The European Commission’s “Sustainable EU Tourism – Shaping the Tourism of Tomorrow” project emphasizes the importance of sustainability in tourism, highlighting that 82% of EU citizens are prepared to change their behavior to travel more sustainably.
SINGLE-MARKET-ECONOMY.EC.EUROPA.EU

Additionally, Euromonitor International’s Sustainable Travel Index ranks European countries highly in sustainable tourism, with Sweden leading due to its eco-friendly travel experiences and commitment to environmental preservation.
EUROMONITOR.COM

These findings underscore a robust and increasing demand for sustainable tourism among European travelers, reflecting a shift towards more responsible and eco-conscious travel behaviors.

How about sustainable tourism brand in Baltic and Nordic countries?

Recent analyses reveal that both the Baltic and Nordic countries are increasingly recognized for their commitment to sustainable tourism, though there are notable differences in their branding and market perceptions within the European context.

Nordic Countries

Nordic nations, particularly Sweden, Denmark, and Finland, have proactively integrated sustainability into their tourism strategies. For instance, Copenhagen’s “Tourism for Good” initiative emphasizes environmental, social, and economic sustainability, aligning with the United Nations’ Sustainable Development Goals. This strategy has garnered international acclaim, including the Innovation Award from the Global Destination Sustainability Index.
RESEARCHGATE.NET

Moreover, Finland’s abundant natural landscapes and cultural practices, contribute to its image as a sustainable destination. However, a 2019 Visit Finland Brand Tracking report indicated that while Finland is associated with pristine nature, perceptions around its cultural offerings were not as strong compared to Denmark and Sweden. Additionally, sustainable tourism was not a dominant theme in travelers’ perceptions at that time, suggesting room for growth in this area.
BUSINESSFINLAND.FI

Baltic Countries

The Baltic states—Estonia, Latvia, and Lithuania—are increasingly focusing on sustainable tourism, leveraging their extensive natural landscapes and cultural heritage. A 2020 report by the Baltic Sea Parliamentary Conference highlighted efforts to promote cross-border communication and sustainable practices in tourism. However, the Baltic region faces challenges such as lower international tourist arrivals compared to Nordic countries, partly due to geopolitical factors and less established tourism infrastructures.
BSPC.NET

Comparative Insights

Market Perception: Nordic countries generally enjoy a stronger reputation for sustainability in tourism, supported by well-established policies and international recognition. The Baltic states are making strides but still lag in global perception and tourist numbers.

Tourism Development: Nordic nations have advanced infrastructure and comprehensive strategies promoting sustainable tourism. In contrast, the Baltic countries are in earlier stages of developing and marketing their sustainable tourism offerings.

Challenges: Both regions face challenges related to overtourism in popular areas and the need to balance environmental conservation with tourism growth. For example, Finland’s Santa Claus Village has seen debates over managing tourist influxes to prevent environmental degradation.
APNEWS.COM

In summary, while both the Baltic and Nordic countries are committed to sustainable tourism, the Nordic countries currently lead in terms of established practices and market perception within Europe. The Baltic states are actively enhancing their sustainable tourism profiles but continue to face challenges in achieving similar recognition and visitor numbers.

We have been carrying a survey related to sustainable tourism since 2017. The survey covers close to 1000 replies and we can see that the interest over sustainable tourism is increasing among tour operators and travel agencies – but not in the level what could be considered of the “buzz” around the topic in tourism development sector. Our recommendation would be here that distribution channels should be included to the development programmes in each country. It is not about having sustainable tourism certificates than talking about those practical things travel companies are doing.