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20% of European tourists seeks sustainable destinations and services, a trend that will be confirmed at FITURGREEN

30% of European tourists is aware of the needs and values of sustainable tourism, nearly 20% seeks green destinations or services and 10% plans all holidays in this way, according to a study conducted by the International Ecotourism Society. Among the markets with the greatest sensitivity to this tourism modality is Germany, where 65% demands a quality ecological environment and 42% believes it is important for the accommodation to meet appropriate sustainability standards.

Noticia Prensa IFEMA G

British tourists, for their part, believe that suppliers of tourism services should implement an ethics code in their activity applied to their workers and the local population and producers as well as the environment.

Profitability is not at odds with sustainability, as FITURGREEN will confirm. At this specialised section of FITUR we will see how competitiveness in the tourism sector is possible in both businesses and in destinations through the convergence of the most successful trends in innovation and sustainability with the expectations and demands of today’s consumers.

FITURGREEN is a forum for sustainability and tourism co-organised by the Instituto Tecnológico Hotelero, ITH; the World Tourism Organisation, UNWTO, and FITUR, and over the three days of the event will showcase success cases in initiatives and projects applied in this sector, together with the most prominent practical experiences undertaken both nationally and internationally. It will also stage debating tables, exhibitions and workshops, all aimed at raising awareness among the professional public of the most innovative solutions and emerging trends in the sector.


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