Beyond the say–do gap: Why sustainability is a business imperative for destinations
By Georgina Davies, Communications Manager, The Travel Foundation
It’s widely acknowledged that travellers say they care about sustainability, but few are willing to pay more for it. This well-known “say-do gap” in visitor behaviour might, at first glance, appear to undermine the business case for sustainability. If customers aren’t willing to choose sustainability over price, why invest? But this reasoning doesn’t hold up to scrutiny because it views sustainability solely through the narrow lens of consumer transactions. The reality is far more compelling.
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