In what it called a landmark study, the Travel Industry Association of America found US travelers are not only concerned about the environment but are also willing to pay more to use travel companies that preserve and protect it.
In total 75% of American travelers think it is important their visits not damage the environment. 38% of respondents said they were willing to pay a premium to travel companies that are protective.
The study was said to be the first time the specific preferences of an estimated 55 million Americans classified as Geotourists had been tested.
Said Dawn Drew, vice president and publisher of the study’s sponsor, National Geographic Traveler: “his type of examination of US travelers‚ awareness, habits and attitudes has never been done before.”
Added Suzanne Cook, senior vice president of research for the Travel Industry Association of America: “We found that millions of travelers, or Geotourists, are aware of travel companies that practice sustainable tourism, and they‚re poised to support the travel industry’s Geotourism efforts with their travel dollars.”
The definition of Geotourism used in the study covers any tourism that sustains or enhances the geographical character of a place being visited, including its environment, culture, heritage and the well-being of its residents.
