36,5 mio. German Green Idealists wish to travel more sustainably
According to a new study by VisitDenmark 44% of Germans expect that environmental and sustainable efforts will have a big or very big influence on their future choice of destination.
This, we believe, is a good segment to tap into. This particular segment feels a sense of responsibility to protect the environment in the place that they visit, at they wish to avoid disturbing the locals. Furthermore, they are of the opinion that the money that they spend, should benefit the local community they visit.
Growing number of Green Idealists
The number of green idealists in Germany has grown significantly from the year of 2019 to that of 2020. Today 44% of the Germans consider themselves Green Idealists compared to 38% the year before. Many of the Green Idealists perceive Denmark as an attractive destination. In 2020 the number of Green Idealists that perceived Denmark as an attractive destination amounted to 63 % up by 16% from the year before. The Green Idealists feel stronger about Denmark as an attractive destination relative to the remaining German population.
Green and sustainable solutions as travel motives
From the year of 2019 to that of 2020 a significant part of the Green Idealists claim that green and sustainable solutions are important motive for their choice of travel destination. To be specific, this group amounts to 17% of the 36,5 mio. Green Idealists up by 6% from the previous year. Even though, this may be a cause for celebration, green and sustainable solutions, however remains fairly low on the rank compared to other motives influencing choice of destination.
Green Idealists have demands towards sustainability, when they choose travel destination – and those demands are to a large degree met
When deciding on a travel destination, Green Idealists are looking for a clean destination without waste, and with clean air and clean water. Luckily, most of them experience that Denmark as a destination live up to these demands. Which it also does in terms of parameters such as satisfying number of tourists, disposal and sorting of waste, nature – and environment protection, which all play a significant part when deciding on where to go.
Destination should take better care of the environment
Green Idealists are of the opinion that it is important to experience that destinations are taking care of the environment. On this topic it varies greatly what the tourists demand and what they experience a the destination.
Green Idealists demand opportunities to choose sustainable and environmentally safe choices when they are on vacation
Green Idealists feel a sense of responsibility to protect the environment at travel destinations and they are very consumed by the fact that they as tourists should have the opportunity to act sustainably and eco-friendly when they are travelling. 11 % of the Green Idealists are of the opinion that they are not able to make sustainable and eco-friendly choices when travelling in terms of transportation, accommodation and consumption.
Green Idealists in particular focus on eco-friendly means of transportation and more than 75% would consider to use more eco-friendly transportation to (and from) and at their destination.
Denmark is perceived as a sustainable destination
According to the Germans, Sweden and Norway dominate the game, when it comes to being the considered the most sustainable tourist destination. On a third place comes Denmark followed by Finland, Germany, Holland and Ireland. UK is to a lesser degree considered a sustainable destination.
In general, the Germans’ have a positive perception of the Scandinavian countries, when it comes to a number of sustainable criteria. The Germans’ perception of the UK is however less positive, when it comes to sustainable tourism. Denmark as a destination has on several accounts left a positive impression on the Germans when it comes a number of sustainable criteria.