{"id":7511,"date":"2025-05-27T08:26:52","date_gmt":"2025-05-27T15:26:52","guid":{"rendered":"https:\/\/greenstep.ca\/canadas-opportunity-2\/"},"modified":"2025-06-24T16:35:59","modified_gmt":"2025-06-24T23:35:59","slug":"opportunity-de-canada","status":"publish","type":"post","link":"https:\/\/greenstep.ca\/fr\/opportunity-de-canada\/","title":{"rendered":"Sustainable Tourism Today: Global Shifts and Canada\u2019s Opportunity"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Sustainability is creating new opportunities for tourism businesses to lead, connect, and grow. Even in a time of uncertainty\u2014marked by tariffs, political tension, and economic shifts\u2014staying the course on sustainability helps businesses build resilience, trust, and long-term value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this blog post, we review the latest global trends in sustainable tourism, take a closer look at how Canada is performing, and explore how businesses can take meaningful action.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\"><strong>Global Trends<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As awareness of sustainability grows worldwide, consumer demand for responsible business practices is intensifying. This shift is not confined to the tourism sector; rather, it reflects a broader societal movement toward ethical and sustainable consumption. People increasingly prioritize sustainability in their purchasing decisions, expecting businesses to align with their values.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Consumer Demand for Sustainability<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Recent studies highlight this trend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Willingness to Pay a Premium:<\/strong> PwC&rsquo;s 2024 Voice of the Consumer Survey found that consumers are willing to spend an average of 9.7% more on sustainably produced goods, even amid economic concerns.<\/li>\n\n\n\n<li><strong>Sustainable Lifestyles Matter:<\/strong> Nielsen IQ reports that 78% of U.S. consumers consider a sustainable lifestyle important.<\/li>\n\n\n\n<li><strong>Growth in ESG Spending:<\/strong> Products making Environmental, Social, and Governance (ESG) claims have seen 28% cumulative growth over the past five years, compared to 20% for those without such claims (McKinsey &amp; Company).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These statistics underscore a major shift in consumer behaviour, with businesses that embrace sustainability benefiting from enhanced trust, premium pricing, and long-term success.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Seismic Shift in Global Tourism<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The tourism industry is also experiencing a transformation. According to Booking.com&rsquo;s 2024 Sustainable Travel Report:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>83% of travellers<\/strong> consider sustainable travel important.<\/li>\n\n\n\n<li><strong>76% want to travel more sustainably<\/strong> in the next 12 months.<\/li>\n\n\n\n<li><strong>42% are influenced by climate change news<\/strong>, adjusting their travel choices accordingly.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">However, despite this growing demand, travellers often struggle to identify truly sustainable options due to poor or sometimes misleading communication by businesses and destinations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Rise of Green Claims and the Risk of Greenwashing<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As sustainability gains traction, so do claims of eco-friendliness. Certification programs help businesses demonstrate their commitments, but not all are created equal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Greenwashing\u2014misleading consumers into believing a business is more sustainable than it actually is\u2014has become a growing concern.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A notable case is <strong>Booking.com\u2019s \u00ab\u00a0Travel Sustainable Program.\u00a0\u00bb<\/strong> Initially launched in 2021, it awarded hotels sustainability rankings based primarily on self-reported actions, without requiring robust third-party verification. By 2022, over 100,000 properties carried the badge, but concerns arose. However, concerns about greenwashing led the Netherlands Authority for Consumers and Markets (ACM) to scrutinize the program. In response, <a href=\"http:\/\/booking.com\">Booking.com<\/a> made a revision in 2024 requiring third-party certification.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Similar regulatory shifts are taking place globally:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>EU Green Claims Directives<\/strong> mandate evidence-based sustainability claims to combat misleading advertising.<\/li>\n\n\n\n<li><strong>Canada&rsquo;s Bill C-59<\/strong>, passed in June 2024, strengthens greenwashing regulations, ensuring businesses can substantiate their sustainability claims.<\/li>\n\n\n\n<li><strong>The Global Sustainable Tourism Council (GSTC)<\/strong> has introduced stricter certification standards to enhance credibility.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">For tourism businesses, these developments signal both a challenge and an opportunity: adopting measurable sustainability practices will be key to standing out in the evolving marketplace.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\"><strong>Canada&rsquo;s Performance<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As Canada moves toward advancing sustainability in tourism, it&rsquo;s essential to understand the country&rsquo;s performance to date and identify areas for improvement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Canada\u2019s Sustainable Tourism Scorecard<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">GreenStep measures Canada\u2019s tourism performance through GreenStep\u2019s GSTC-Recognized criteria that are used for the Sustainable Tourism Pathway, Certification and Sustainable Tourism 2030 Pledge programs. Performance is measured across four key categories:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Social &amp; Economic Impacts<\/strong>\u00a0<\/li>\n\n\n\n<li><strong>Natural &amp; Cultural Interactions<\/strong>\u00a0<\/li>\n\n\n\n<li><strong>Management Practices<\/strong>\u00a0<\/li>\n\n\n\n<li><strong>Environmental Impact<\/strong>\u00a0<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Opportunities for Improvement<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Based on GreenStep\u2019s data, Canadian tourism businesses need support in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Measuring energy, water, waste, carbon, and community contributions.<\/li>\n\n\n\n<li>Setting sustainability goals and creating action plans.<\/li>\n\n\n\n<li>Implementing sustainable purchasing policies.<\/li>\n\n\n\n<li>Reducing carbon impacts along the supply chain.<\/li>\n\n\n\n<li>Engaging guests in sustainability efforts.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Many businesses, particularly small and medium-sized ones, cite <strong>time, budget, and knowledge<\/strong> as barriers to progress. Aligning with recognized frameworks and receiving targeted support from destination management organizations (DMOs) and industry associations will be critical for advancing sustainability efforts across the sector.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Tourism Businesses Can Do Now<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To drive meaningful change, Canadian tourism businesses and destinations are encouraged to commit to measurable sustainability goals through initiatives such as the <a href=\"https:\/\/www.sustainabletourism2030.com\/Pledge\/\"><strong>Sustainable Tourism 2030 Pledge<\/strong><\/a>, the <a href=\"https:\/\/tiac-aitc.ca\/Sustainable_Regenerative_READI.html\"><strong>TIAC READI Stamp Designation Program<\/strong><\/a><strong>, <\/strong>Advancing Sustainable Tourism in Ontario,<strong> <\/strong>and similar initiatives. These initiatives help organizations to undertake assessments of their current sustainability performance and identify specific actions they can take to improve over time.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Join the Sustainable Tourism 2030 Pledge<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Launched in 2021 by Greenstep in partnership with TIAC, this pledge encourages businesses to:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Make a public commitment<\/strong> to measuring and improving sustainability each year until 2030.<\/li>\n\n\n\n<li><strong>Publish their commitment<\/strong> on their website and submit it for verification.<\/li>\n\n\n\n<li><strong>Complete a free sustainability assessment<\/strong> within one year of signing and then identify what actions they will take. This should be updated annually.\u00a0<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Businesses that sign the Sustainable Tourism 2030 Pledge join a growing community of sustainability leaders, gaining visibility and support for their efforts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As part of a <a href=\"https:\/\/greenstep.ca\/fr\/itac-partnership\/\">new partnership launched in April 2025<\/a>, GreenStep will contribute $5 to Indigenous Tourism Canada\u2019s <a href=\"https:\/\/itdf.indigenoustourism.ca\/\">Indigenous Tourism Destination Fund (ITDF)<\/a> for every completed <a href=\"https:\/\/www.sustainabletourism2030.com\/Pledge\/\">Sustainable Tourism 2030 Pledge<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Earn the TIAC READI Sustainable &amp; Regenerative Stamp<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The <a href=\"https:\/\/tiac-aitc.ca\/READI.html\">TIAC READI Stamp Designation Program<\/a> recognizes tourism operators committed to industry best practices. One of its key categories, the <a href=\"https:\/\/tiac-aitc.ca\/Sustainable_Regenerative_READI.html\"><strong>Sustainable &amp; Regenerative READI Stamp<\/strong><\/a>, provides businesses with training and support to improve sustainability performance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By participating in these programs, tourism businesses can take measurable steps toward sustainability while enhancing transparency and building long-term resilience in a rapidly evolving market.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why Now and Why It Matters<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025, with economic pressures, political shifts, and global uncertainties, tourism businesses are navigating complex terrain. Sustainable tourism offers more than environmental benefits\u2014it provides a roadmap for long-term stability, resilience, and trust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sustainable tourism is more than a movement, it\u2019s a business strategy. Businesses that act now, with transparency and purpose, are not just responding to change\u2014they\u2019re shaping what comes next. Now is the time to take action with clarity and confidence.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sustainability is becoming a key driver in tourism. This post explores global trends, Canada\u2019s progress, and how businesses can take meaningful, measurable action to build resilience and stand out in a changing market.<\/p>\n","protected":false},"author":9,"featured_media":7508,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[24],"tags":[],"class_list":["post-7511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sustainable Tourism Today: Global Shifts and Canada\u2019s Opportunity - GreenStep<\/title>\n<meta name=\"description\" content=\"Sustainability is becoming a key driver in tourism. 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