The green tourist of tomorrow: The young generations' perspective on sustainable travel
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 2022, 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.