European Travel Commission Rebrands Sustainable Travel to Inspire Positive Visitor Behavior
By
Abbey Bamford
Right out the toaster. Reliable, with some real depth.
Summary
The article discusses the European Travel Commission (ETC) and Visit Europe's strategic repositioning of 'sustainable travel' in Europe, aiming to shift perceptions from obligation to desire. It highlights the challenges of greenwashing and confusion around sustainability in the travel sector and introduces Lantern's role in this rebranding effort.
Key quotes
· 3 pulledThe word 'sustainable' has become one of those slippery words that's full of good intentions but often becomes muddied by confusion, greenwashing, and a vague sense that it probably means paying more for less.
The travel sector is no exception to this and, in fact, probably comes under more scrutiny than most when it comes to going greener.
The European Travel Commission (ETC) and its consumer brand, Visit Europe, were well aware of this when they set out to encourage more positive visitor behaviours across the continent.
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