Sustainable Travel: Willingness to pay vs. actual behaviour

According to the UNWTO 2014 report, the number of international visitors is expected to rise from an average of nearly 43 million tourists per year, to approximately 1.8 billion each year. In order to make this a reality, something has to be done. There is a dare need to enhance tourism sustainability. The demand for sustainable tourism does not originate with the investors in the tours and travel sector. On the contrary, clients are on the constant demand for sustainability in the tourism sector.

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