The new profile of the conscious tourist.
Changes in traveler behavior reflect a growing concern about the environmental impact of travel. Environmental awareness, once considered a differentiating factor, has become a determining criterion in choosing destinations and experiences. Data from Booking.com's most recent report on sustainable travel indicate that... 83% of respondents consider it important to travel more consciously., reducing its impact on the environment and local communities.
In practice, this means that contemporary tourists seek less polluting means of transportation, value accommodations with sustainable initiatives such as water reuse, clean energy, and reduced plastic use, and participate in experiences that respect local culture. Furthermore, there is a growing adoption of behaviors such as reusing towels, refusing disposable products, offsetting carbon emissions, and supporting small local producers and services.
This change reflects a consumer who is more attentive to the consequences of their choices, motivated by values such as responsibility, empathy, and preservation. Tourism is no longer just a form of leisure; it is also a way to express awareness and commitment.
The challenges of making travel more sustainable.
Despite a strong desire to adopt more sustainable practices, many consumers still face significant barriers. Booking.com's research identified some of the main obstacles:
- lack of clear information about companies' environmental actions,
- perception that sustainable tourism is more expensive, and
- difficulty in identifying alternatives that are truly committed to good practices.
Over 401,300 travelers reported not fully trusting the sustainability claims made by hotels, restaurants, or travel agencies. This lack of transparency makes it difficult for consumers to make informed decisions and reduces the effectiveness of existing initiatives.
Another recurring challenge is the difficulty of accessing sustainable services in certain regions, especially in smaller or less developed destinations. This reinforces the need for training local stakeholders, investment in infrastructure, and greater dissemination of best practices.
To overcome these obstacles, the tourism sector needs to invest in transparent communication., reliable certification, Environmental education for tourists and public policies that encourage the adoption of clean technologies, a circular economy, and efficient management of natural resources.
Promoting sustainable bars and restaurants
Environmental awareness is also extending to the food service industry. According to a report published on the Valor Econômico website, Brazilian consumers have shown a strong tendency to value bars and restaurants that adopt sustainable practices.
According to the study cited, 7 out of 10 consumers are willing to pay more for products and services from establishments that demonstrate concern for the environment.. Among the most valued actions are the use of local and seasonal ingredients, reduction in the use of disposable plastics, recycling, composting, water and energy conservation, and proper disposal of organic and recyclable waste.
The movement goes beyond the kitchen. Initiatives such as urban gardens, partnerships with small producers, sustainable menus, and environmental awareness campaigns aimed at customers are being well received by the public, who are beginning to see these establishments as agents of positive change.
These practices become competitive differentiators, adding value to the customer experience and aligning the food sector with the new demands of a more discerning market committed to sustainability.
Opportunities for tourist destinations and ventures
The growing demand for sustainability represents a concrete opportunity for destinations and businesses that wish to stand out. Sustainable practices, when planned and implemented in a structured way, add value, reputation, and loyalty to the business.
Adopting sustainable business models can include measures such as the efficient management of natural resources, boosting the local economy, including traditional communities, providing environmental education to visitors, and reducing the ecological footprint of tourism operations.
Destinations that embrace these practices also reap benefits in terms of international competitiveness. Many international travelers already consider sustainability a decisive factor in choosing a destination, and agencies and tour operators have prioritized itineraries that are certified or have proven environmental actions.
In this context, sustainability certification emerges as a key differentiator. A seal such as... Biosphere Sustainable, Internationally recognized, it offers not only validation of adopted practices, but also a structured roadmap for the continuous improvement of sustainability in the territories.
Girus' role in sustainable transformation
Girus Soluções em Turismo acts as a facilitator and driver of sustainability in the Brazilian tourism sector. With experience in developing diagnoses, strategic plans, and providing technical advice to destinations and businesses, we guide the transition to sustainable models integrated with the SDGs.
One of the cornerstones of Girus' work is the exclusive representation of the label. Biosphere Sustainable In Brazil, the international certification is based on the UN's 17 Sustainable Development Goals and the Global Sustainable Tourism Criteria (GSTC). It recognizes destinations and companies that adopt good environmental, social, cultural, and economic practices in an integrated and measurable way.
The certification process with Biosphere is not just recognition: it's a management tool. Girus guides its clients from self-assessment to the creation of action plans, goals, and performance indicators. Furthermore, it offers support in communicating with stakeholders and visitors, fostering a relationship of trust and transparency.
With Biosphere, it's possible to certify entire tourist destinations as well as individual businesses, such as hotels, guesthouses, attractions, agencies, restaurants, and events. This allows for a broad and flexible approach, tailored to the characteristics of each location.
Final considerations
Sustainability has ceased to be a trend and has become a requirement of our times. Recent data confirms that consumers want to make conscious choices, but they also need support to identify sustainable options in a clear, reliable, and accessible way.
For tourism to truly become an instrument of positive transformation, the engagement of all sector stakeholders is fundamental: public authorities, companies, entities, communities, and visitors. Adopting best practices, strengthening collaborative networks, and promoting reliable certifications are key steps in this process.
Girus Soluções em Turismo believes in this future and works daily to make it a reality. The tourism of tomorrow is built today, with responsibility, knowledge, and purpose. Sustainability is not just an agenda: it's a way of being in the world and conducting business.
To learn more about the Biosphere Sustainable seal and Girus' solutions for tourist destinations and businesses, visit: Biosphere Brazil