Half of Global Travelers Avoiding Experiences not Environmentally Responsible

It’s the rise of values-based booking: 88% of travelers say they are or are willing to avoid activities that damage the environment

Reading Time: 1 minute 38 seconds

by | 12 April 2022

Brought to you by Generali Global Assistance

More than half of global travelers say they will avoid activities and experiences that they say they perceive as not being socially or environmentally responsible. 

Another third say that they are willing to change their behaviour. 12% of those questioned say they are not concerned. These preferences are affecting purchasing decisions on tours activities and experiences.

Half of Global Travelers Avoiding Experiences not Environmentally Responsible Arival Ben Finch

Arival’s new report, Tours, Activities & Sustainability, in partnership with Generali Global Assistance, examines how travelers and operators are thinking about, engaging with and adopting sustainable behaviors and practices.

It presents actionable recommendations for operators to consider as consumer behavior changes to become more environmentally responsible.

Travelers from the United States are less likely to travel more sustainably than those from Europe or Asia. However, a sizable majority say that they are or are willing to change their behavior.

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Operators should be taking action and educating travelers on the steps they are taking. Those saying they are most likely to avoid experiences are millennials and Generation Z — now the largest consumer cohort.

Boomers are least likely to change their behavior, with only 10% of them saying they would change their mode of transportation to reduce their carbon footprint.

Generali Global Assistance and Ipsos surveyed 1,000 U.S. travelers, 2,000 Asian travelers and 11,000 European travelers in the summer of 2021. Arival surveyed 1,200 day tour, activity and attraction operators and 870 multi-day tour operators in 2021.

Tours, Activities & Sustainability was carried out in association with insurance provider Generali Global Assistance.

Arival’s report, Tours, Activities & Sustainability, is available for $99 or free for Insider Pro members. Click here to download or learn more

Become an Insider Pro Access member to get a 20% discount off Arival 360 Las Vegas, as well as access to virtual events on-demand and premium research for a full year, starting at just $179

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The Affluent Experiences Traveler

Who they are, what they want, and why they’re so important to operators and sellers of tours, activities & attractions. By: Anne Failing, Douglas Quinby & Janelle Visser

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WHAT'S THE DIFFERENCE BETWEEN ARIVAL | ACTIVATE EDINBURGH AND ARIVAL 360 | VALENCIA AND WHICH SHOULD I ATTEND?

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
Arival | Activate Edinburgh (23-25 November 2024)
  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
Key Differences:
  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

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At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
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