One fifth of Czechs are familiar with the concept of sustainable travel, and 9 out of 10 tourists would welcome more information on how to travel sustainably.
A survey by NMS Market Research for CzechTourism revealed this, aiming to gauge awareness, identify motivators and barriers, and support sustainable tourism development.
Young people are particularly keen on investing in sustainable holidays, showing a strong willingness to pay extra. Despite this enthusiasm, only one in ten travelers has encountered eco-certification in accommodations. Environmental protection is seen as the most critical part of sustainable travel.
However, 68% of respondents lack information on sustainable travel, often searching booking portals. Most travelers prefer to relax on holiday rather than focus on sustainability. According to Tereza Kadlecová, who is responsible for sustainable tourism at CzechTourism, the industry needs to make sustainable options the default, cheapest, or easiest choice to increase demand.
A significant 35% of travelers, mainly those under 24, are willing to spend an extra CZK 1,000 (US$44) for a more sustainable holiday. This extra amount represents about 12.5% of the average summer holiday expenditure.
Czechs generally prefer comfort and relaxation on holiday. The main barriers to sustainable travel are time constraints, lack of infrastructure, convenience, higher prices, health reasons, and traveling with children.
Sustainability in travel is more often addressed by younger generations and seniors, with women showing more interest. Many tourists already practice water conservation and waste sorting while traveling. However, they face challenges such as inadequate infrastructure and longer travel times for greener transport options.
František Reismüller, director of CzechTourism, emphasized the importance of public awareness and infrastructure. He highlighted that tourists look for well-reviewed, child-friendly accommodations offering various services.
The survey showed that a holistic approach is needed to promote sustainable travel. Public awareness must be improved, as 60% of respondents did not know where to find information on sustainable travel. Only 35% of Czechs understand the term “slow travel,” which opposes mass tourism.
Creating and sharing information on accessible platforms like booking portals, social networks, and travel agencies can help. Enhancing public transport availability and increasing eco-certified accommodations can positively impact the environment and attract eco-conscious travelers.
A typical eco-friendly accommodation offers waste segregation, optional daily towel changes, reduced food waste, locally sourced ingredients, eco-friendly cleaning products, renewable energy, energy-saving appliances, and rainwater use. These practices are essential for sustainable travel.
As Czech society becomes more eco-aware, the demand for sustainable travel options is set to rise. Making sustainable choices easier and more accessible will ensure that travel in Czechia becomes greener and more appealing for future generations.
