Exploring cultures and communities – the slow way

Many travel companies these days are keen to promote their green credentials. How much of it is mere tokenism and how far is the travel industry genuinely committed to tackling the climate crisis by promoting behavioural change? We explore the gentle art of greenwashing.

article summary —

Throughout the travel industry, the race is on to get the very best green sheen, as tour operators and destinations show off their commitment to the environment. But the road to credible green credentials is laced with danger, and many a marketing manager or PR guru has rued the day they played the green card.

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About the authors

hidden europe

and manage hidden europe, a Berlin-based editorial bureau that supplies text and images to media across Europe. Together they edit hidden europe magazine. Nicky and Susanne are dedicated slow travellers. They delight in discovering the exotic in the everyday.

This article was published in hidden europe 65.