Sustainable tourism as an interesting market niche
World Tourism Forum Lucerne,
Holidaymakers generally favour the idea of sustainable travel, but are not willing to pay significantly more for a “sustainable” holiday. This finding was confirmed in a study conducted by the Lucerne University of Applied Sciences and Arts in preparation for the World Tourism Forum Lucerne 2011. The study is based on the responses of nearly 5,000 Swiss customers of the travel operator Kuoni.