Latest WTTC report offers guidance for businesses looking to close the say-do-gap The World Travel & Tourism Council (WTTC) unveiled its latest report today, exploring the critical gap between travellers’ desire for sustainable options and their actual behaviour. Launched at FITUR 2025, Madrid, the report Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers was developed in collaboration with WTTC knowledge partner YouGov. The report explores the disconnect between what travellers say about sustainability and the choices they ultimately make. It provides actionable guidance to Travel & Tourism businesses on how they can address this gap by offering solutions that make sustainable travel both more accessible and more att...
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