Norway is perceived as the most sustainable and responsible tourism destination in the world, followed by Costa Rica, according to the latest survey from the World Travel Market (WTM) London. As part of WTM London’s Industry Report 2022, the survey asked travel industry’s top decision-makers which destination they perceived as a model for sustainability and responsibility, with 15% opting for Norway and 14% for Costa Rica.
1. Norway
Travelers who seek adventure and outdoor activities know that Norway is the perfect destination all-year-round to enjoy nature and exploration. The Nordic country incorporates sustainability into the nation’s everyday life, with its energy primarily powered by hydropower, a sustainable transport network and speed limits that are lower than many other European countries. Norwegian practices encourage visitors to do the same, inviting tourists to travel like a local. Its capital, Oslo, consists of two-thirds wood and water and was named European Green Capital of 2019.
More people are looking for sustainable travel options and countries such as Norway and Costa Rica are shining a light on what is possible and making it easier for people to travel in a sustainable way.
Juliette Losardo, WTM London Exhibition Director
According to Statistics Norway, in September 2022, the country’s accommodation facilities registered around 31 million guest overnight stays, representing an increase of 21% compared to September 2021.
2. Costa Rica
On the other side of the Atlantic, Costa Rica has become a top destination for global travellers seeking wellness, health, relaxation, adventure and reconnection with nature. The country is home to over 6% of the planet’s biodiversity and has become a pioneer in ecotourism, creating national parks, wildlife reserves and conservation projects in order to become as sustainable as possible.
“The binding element to such countries is that sustainability is at the heart of the nation’s lifestyle and it follows that people living in these destinations, who want to retain their natural wealth, are encouraging visitors to be environmentally and socially responsible too,” added Losardo.
Also making the top-10 list of the WTM London’s survey are the Maldives (13%), New Zealand (12%), Finland (11%), Iceland (9%), Bhutan (6%), Slovenia (4%), Kenya (4%) and the Galapagos Islands (3%).
