Over the past three years, more than one in four Maritimes residents have already chosen a tourism business primarily for their commitment to the environment!
This is what a survey conducted this summer for Experience Acadie among 349 residents of Nova Scotia (52%), New Brunswick (37%) and Prince Edward Island (11%) reveals.
For more than half of the respondents, sustainable tourism is above allSupporting local businesses and respect the way of life of the host community.
Price, a decisive factor
Price is both the main factor that influences the choice of a tourism company (89%), but also a barrier to the adoption of responsible travel practices that are perceived as more expensive (38%).
Less influential than price, sustainable development initiatives weigh in the balance with nearly 7 out of 10 respondents saying that they influence them quite a bit, if not a lot, in their choice of accommodation, restaurant or attraction.
It should also be noted that a large majority of respondents would be ready to pay at least 10% more for a more sustainable stay (71%), especially for local products (78%) and more responsible activities (73%).
Sustainable measures that most influence respondents per pillar in choosing a tourism company (3 separate questions)
Nearly 6 out of 10 respondents say they are influenced in their choice if a company demonstrates its involvement in the host community.
For half of the respondents, the reduction and sorting of waste, as well as the purchase and use of local products are the sustainable measures that most influence them in choosing a tourism company. In addition, since a quarter of respondents say they are influenced by eco-responsible certification, why not take the approach so far?
With regard to the economic pillar, the results show the importance given to participation in the local economy, whether through the creation of quality jobs for locals or by supporting the economic fabric of the region.
Once at destination
The main eco-responsible actions taken during their stays over the last three years are the local trips (54%) and support for local businesses (53%). Travel restrictions and business support campaigns impacted by the COVID-19 pandemic may explain these trends.
More than a third of them claim to have used the soft mobility at destination (e.g. walking and cycling), and more than one in four respondents have already used collective or shared transport or electric transport once there (27%).
The most promising activities
The adoption of sustainable practices also involves choosing activities that have little impact on the environment or that contribute to local development.
Soft outdoor activities such as hiking, nature observation or even paddle boarding attract nearly 60% of respondents. Agrotourism and the discovery of local products seem to be the type of activities that interest respondents the least, although more than a quarter of them would like to practice them.
Among the most prominent gourmet tourism activities, we find Visiting a public market (62%) and a meal in a restaurant that highlights local products (50%). The results also show a strong interest in participating in festivals or gourmet events as well as in buying local products.
What are the opportunities for businesses?
The use of local products in catering is the sustainable tourism option that generates the most enthusiasm from respondents. Conversely, the possibility of having access to special diet options (e.g. vegetarianism) is not a priority since it comes last in the ranking.
Regarding the main obstacles that limit the adoption of responsible travel practices, the respondents are unanimous: The lack of information is the main obstacle. The fear of greenwashing (Grennwashing) is also a barrier for more than a third of respondents.
Take action!
This survey shows that visitors' expectations in terms of responsible business engagement are increasingly high. Here are some recommendations for responding to them.
Inform and communicate
Are you already doing a lot of responsible actions in your company? Tell your customers about it! Not only will they have a better understanding of your commitment, but they will also be able to get inspired:
- Adapt your tone to your type of clientele by avoiding being too moralistic. We invite you to read about this item the Tourism Monitoring Network;
- Share your best practices on your social networks;
- Engage in a certification process.
The organization's ECONOMIC NUTRITION brand Shorefast is directly inspired by the nutritional labelling of foods that allow consumers to make informed decisions. Applied to the tourism sector, this brand informs visitors about the use made of its expenses and how it impacts the local economy.
This brand is currently used by their hotel Fogo Island Inn.
Supporting and engaging in the community
- Partner with local suppliers and show them off! Why not include a list of all producers on the back of your menu?
- Highlight the know-how of your region, for example by exhibiting works or by welcoming local artists.
- Get involved in a program to promote the employment of people with disabilities, newcomers or people from minority groups.
- Create partnerships with community organizations in the region: setting up a food waste reduction program with a food bank, hosting certain community events, etc.
Article written in collaboration with Acadia experience.
Featured photo: Shane Rounce on Unsplash