hidden europe 65

Flying the green flag: the gentle art of greenwashing

Picture above: photo © Tanaonte / dreamstime.com


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.

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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