U.S. Needs to Step Up Proof of Sustainability With European Tourists
Skift Take
The U.S. travel sector needs to revamp its messaging around the sustainable action its destinations and businesses are taking in order to maintain competitiveness with European markets.
The U.S. has a sustainable perception problem with European tourists, according to Peter van Berkel, chairman of the International Inbound Travel Association and president of Travalco, a tour operator. The problem was a major topic of discussion at the association's summit last week.
European countries are considered much more advanced when it comes to sustainability, causing some potential tourists to wrongly assume the U.S. isn’t doing much by comparison, he said. Traveler desires to see more proof over talk supports a Skift megatrend that 2023 will be a year of action on
