Stats: 69% of Iceland Visitors Would Pay More for Sustainable Trip

Fjaðrárgljúfur Canyon, Iceland
Photo by iStock/Getty Images Plus/Getty Images

More interesting research as the travel industry gears up for Earth Day: 69 percent of travelers would pay more for a trip if they knew it was environmentally friendly, a new survey of 250 visitors to Iceland by Arctic Adventures has shown

The study also found that over half of Iceland’s visitors became more concerned about the environment after their trip, and that most would like to know more about the environmental impact of their vacations, Arctic Adventures said. 

“The results of this survey are a cause for cautious optimism: Not only are the public concerned about the environment, but this concern grows after they see Iceland first-hand,” said Arctic Adventures CEO and Owner Jon Thor Gunnarsson. “This is a perfect example of travel’s ability to change people for the better. Also, the survey showed that many tourists are willing to take positive steps, whether this means skipping fragile sites they’d like to visit or travelling with an environmentally friendly company – even if it means having to pay more to do so.”


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In more key results from the survey, 98 percent of respondents said that they were “somewhat” or “very” concerned about climate change, while 53 percent of participants said that they were “more concerned about the environment” after visiting Iceland. 

Additionally, most visitors who took the survey said that they believe in taking some action, Arctic Adventures said. Eighty-one percent said that they would be unlikely to visit an attraction if they knew that visit had a negative impact on the environment, and 91 percent said that they would be more likely to book with an environmentally friendly company. Nearly 70 percent said that they would pay more for a holiday if they knew that it had less of a carbon footprint. 

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