Eco-responsible offer, soft mobility or carbon footprint are all terms that have appeared in our daily language in recent years. As international tourism picks up again after two dark years marked by the health crisis, this recovery goes hand in hand with the rise of sustainable tourism. A trend that responds in particular to the new expectations of travellers. Indeed, 61% of French people say that the preservation of nature and the environment is a greater concern than before the health crisis began.

This commitment is even stronger among the younger generations, as highlighted by the latest international report on the travel behaviour and preferences of Generation Z carried out by YouGov. Globally, 34% of 18-24 year olds are looking for eco-friendly travel deals, 38% are willing to stay in eco-friendly accommodation and 21% are inclined to prioritise low carbon flights.

However, a recent study published by Expedia Group Media Solutions reveals that although 90% of consumers look for sustainable options when booking, 70% of them feel overwhelmed by navigating the options and best choices for being a more sustainable traveller. It is therefore the responsibility of the tourism actors to be transparent in order to provide the best possible guidance to tourists.

Preserve the natural assets of your destination at all costs

Sustainable tourism means preserving natural areas. In France, this mission is mainly the responsibility of the Grands Sites de France network, which is present in 13 regions, 45 départements and nearly 480 communes. The network welcomes 38 million visitors every year, so good management of tourist flows is essential to preserve these natural sites. Moreover, the health crisis has had a direct impact on the number of visitors to these sites, as the number of visitors more than doubled during the summer of 2020.

The peak of...