Who is Responsible for Preventing Tourism from Becoming more Sustainable?

Tourism is one of the largest and fastest-growing industries worldwide. Despite growing awareness of environmental and climate protection, however, the tourism industry often falls short of sustainability expectations. Many people claim they want to travel more sustainably, but the reality looks different: the number of air trips is increasing, CO₂ offsetting is controversial, and sustainable booking options are rarely used, even when available. But is it solely the travelers’ fault? Are there too few sustainable providers and accommodations? Or is it a structural and political problem? Who is to blame for the lack of sustainability in tourism?

Desire and Reality – a Growing Discrepancy

In 2024, the number of people traveling for stays of five days or more reached an all-time high of over 56 million. Similarly, vacation travel spending rose to a record high of over €90 billion. A total of 68 million extended trips were recorded, with foreign destinations accounting for 76% of the market and remaining the most popular. Meanwhile, the 2024 FUR Travel Analysis (funded by the German Federal Ministry for the Environment) reveals a growing awareness of sustainable travel:

Forty-eight percent of Germans want environmentally friendly offerings.
Sixty-two percent value socially responsible experiences..

There is a significant discrepancy between these claims and actual behavior:

Only 11% of booked trips were for offers with a sustainability label.
CO₂ compensation was used for just 5% of trips.
Sustainability was the decisive factor in only three percent of cases.
Air travel reached a new high in 2023, accounting for 47% of trips.
More environmentally friendly alternatives, such as rail and bus travel, accounted for a combined total of four billion kilometers traveled. In contrast, people traveled over 95 billion kilometers by air.

Responsibility is Multifaceted

One thing is certain: sustainable tourism will not fail because of one entity. The system is too complex, with many decision-makers and factors influencing it: tourism companies, guests, political guidelines, and industrial practices. In this newsletter, we explore the issue of responsibility from various perspectives and feature insights from the Green Pearls® accommodation network.

OLM Nature Escape

Providers – between Ambition and Adaptation

Although tour operators and hoteliers are aware of their responsibility, the pressure to survive economically remains high. Alexandra Huber, the owner and managing director of Hotel My Arbor in Brixen, South Tyrol, sums it up: „Tourism companies have a great responsibility. Economic pressure or the expectation of high profits often prevents the full implementation of sustainable measures.” Christian Lechner from OLM Nature Escapesees differences in hoteliers’ attitudes: „Some entrepreneurs develop sustainable offerings with conviction, while others only offer what the majority demands. Unfortunately, the latter still dominates.” José Koechlin, founder of Inkaterra Hotels in Peru, points to structural weaknesses.

«There is a lack of clear guidelines and incentives. Sustainability can no longer be optional. We believe in shared responsibility and have demonstrated for nearly fifty years that nature-based tourism and comfort are not mutually exclusive.»

José Koechlin, Founder of the Inkaterra Hotels Peru

Inkaterra Machu Picchu Pueblo Hotel

Inkaterra Reserva Amazonica

Hotels that are sustainably managed, such as those in the Green Pearls® network, benefit from a positive perception of sustainability because they are seen as responsible, forward-thinking, and innovative. This enhances their profile and gives them a competitive advantage. However, without binding guidelines, greater demand from travelers, and targeted incentives, sustainable tourism will remain an ideal for a select few rather than a widespread reality.

Politics: Full of Potential, but Lacking Effectiveness

A study conducted by Booking.com in 2025 found that 36 percent of German travelers believe the government has the greatest potential to mitigate the negative effects of travel. Additionally, 43 percent believe that travel service providers can contribute to environmental protection through concrete measures. However, binding regulations are largely lacking. Stefan Bode, the managing director of SCHWARZWALD PANORAMA, calls for significantly more initiative: „Politicians must create a framework and promote innovation; otherwise, sustainable tourism will remain a niche topic.” Alexandra Huber of My Arbor shares this view, advocating for clear legal requirements, subsidies, and targeted programs.

Hotel My Arbor

Although politicians can promote sustainable tourism development, there is a lack of consistent implementation. Despite growing expectations and demands, clear guidelines, financial incentives, and strategic control are still lacking.

Travelers – Well-Intentioned, but Inconsistent Actions

Many people want to travel sustainably, but still book conventional products or fail to offset their carbon emissions. There is a lack of simple, credible, and understandable offers, as well as a lack of confidence that their actions will make a difference. According to the Booking.com study, 59% of respondents said they wanted to travel sustainably. However, upon further inspection, it becomes clear that sustainability was the deciding factor for only 4% of those who booked – a significant discrepancy.

Additionally, 27% of respondents believe that climate change is irreversible and their decision will not make a difference. Another 27% consider the threat of climate change to be less serious. Rising costs further push sustainability down the agenda: 72% say price has the greatest influence on their travel plans.