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Beyond The Brochure: Unmasking Greenwashing In Travel

The phenomenon of greenwashing involves deliberately falsifying information about the green credentials of a product, service or company. What can travellers, the hospitality industry and tour operators do to flush it out?

Greenwashing is the act of making false or misleading statements about the environmental benefits of a product or practice Photo: Shutterstock

Sustainable tourism is having a moment. According to a 2023 survey called “Sustainable Travel Survey” by the Outlook Group and Toluna, 63 per cent of respondents said they had become more aware of "sustainable tourism" in the past ten years. When asked to choose between an eco-friendly vacation or leisure travel versus a regular one, 66 per cent opted for the former, and a whopping 88 per cent of them were ready to pay a premium for that trip.