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Morgondagens gröna turist

The green tourist of tomorrow: The young generations' perspective on sustainable travel

Published: 13 October 2020

Tourism in Sweden has good opportunities to continue to grow, but is facing major challenges associated with environmentally sustainable development. An important part of the change towards more sustainable tourism is the behavior and attitudes of the young generations. The project "The green tourist of tomorrow", which runs from 2020 to 2021, aims to create new knowledge about Generation Y and Z's needs, motivation and behaviors when it comes to environmentally sustainable tourism. The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF) is funding the project.

Previous research in the field does not provide a clear picture of young tourists' views on and knowledge of environmentally sustainable tourism. Researchers point out that more studies are needed on young tourists in general and in relation to environmental attitudes and sustainability in particular. There is also a need to identify similarities and differences between different groups within the two generations.


The overall aim of the project is to create new knowledge about Generation Y and Z's needs, motivation and behaviors regarding environmentally sustainable tourism, and to provide suggestions on how environmental sustainability can be communicated to reach these consumers, nationally and internationally.

Research questions concern the importance of sustainability in the choices that consumers in generation Y & Z make before and during holiday trips; the extent to which they disseminate information on sustainability aspects; and their perceptions of destinations in Sweden with regard to sustainability.


The project studies the perspectives of young tourists through in-depth interviews, surveys and experiments with people between the ages of 13 and 40; i.e. within generation Z and Y. Through a combination of methods, target groups are reached at different ages and in several countries, and the results can provide both statistics and richer, qualitative data as a basis for decision-making. The project is carried out in collaboration with a reference group where different types of actors in the tourism and hospitality industry are included.


Reference group

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