New consumer research shows that sustainable travel is becoming an increasingly critical factor for those looking to head abroad.

Though safety and opting for less crowded locations ranked as the most important factor for travellers following the coronavirus outbreak, the environmental impact of traveling also scored highly.

The research, published by VisitBritain, found that across the 13 countries surveyed – from the United Kingdom, to Mexico, to China – more than two-thirds of travellers said they will think more about sustainability and the environmental impact of travelling abroad when planning future holidays. In the UK, around 75% said they will think more about sustainability, a percentage score significantly higher than other European countries.

In anticipation of the UN Climate Change Conference (COP26), VisitBritain has also established a global sustainable tourism hub for incoming travellers or those opting for ‘staycations’. The hub offers information on sustainable travel, providing green itineraries, activities and experiences to enjoy while in Britain.

According to VisitBritain, tourism contributes around £127 billion a year to the UK economy, supporting local economies and communities at the same time.

“The COP26 Summit and accompanying media exposure gives us a timely and valuable opportunity to highlight how visitors can enjoy a sustainable and responsible stay in Britain,” said Gavin Landry, Executive Vice President of The Americas for VisitBritain. 

“From eco-friendly accommodation to dark sky reserves, sustainable fashion and locally sourced food and drink to epic train journeys and cycling routes.

“Many businesses and organizations in our sector are already putting sustainability at the heart of what they do and we want to support visitors and our global travel trade partners to find products and experiences that will enrich their stay. 

“We hope people will then stay longer, travel more widely using low-carbon transport and explore out of season.”