"The decarbonization of the tourism sector is still in its infancy"

At the end of 2024, a study published in "Nature Communications" showed that, by itself, the tourism sector was responsible in 2019 for 8.8% of anthropogenic global warming.

After the brief Covid interlude, according to the World Travel & Tourism Council (WTTC), the contribution of travel and tourism to total greenhouse gas emissions worldwide still reached 6.5% in 2023. In a world forced to decarbonize as quickly as possible, tourism will therefore clearly have a role to play.

But how are mindsets evolving both within the Swiss population and the global tourism industry? This time we discuss it with Adrian Müller, scientific project manager, teacher and director of studies at the University of Bern.

Based on your observations, what are the new travel desires of the Swiss?

The Swiss travel a lot: in 2023, 89% of the population took at least one overnight trip, with an average of 2.9 trips per person. Around 36% of these stays took place in Switzerland, while travel abroad remains dominated by nearby destinations such as Germany, Italy and France. Long stays (10 to 24 days) and solo travel are on the rise, especially among young people (Gen Z) and baby boomers.

When choosing a destination, the most important criteria are safety (49%), value for money (47%), climate (46%) and local cuisine (43%), reflecting a preference for comfortable, predictable and pleasure-focused tourism. Finally, according to a TUI survey conducted in 2025, social media increasingly influence travel decisions, while trips combining work and leisure (Bleisure) and multi-generational travel are gaining in popularity.

Nearly 50% of global tourism emissions are due to return journeys - and it is mainly air travel, especially long-haul flights.

How important are ecological issues currently in their choice of vacation?

According to Booking.com (2025), 71% of Swiss travelers consider sustainable travel important, which indicates a well-established ecological awareness. However, a notable gap remains between this attitude and actual behavior, a phenomenon known as the "attitude–behaviour gap."

Many travelers feel discouraged, for example, by the variety of labels, unclear information and the lack of impact of their decisions. Many also believe that responsibility for sustainability lies more with companies or the state. Moreover, very often there simply are no concrete alternatives that allow paying more in favor of sustainable offers.

Despite this, more than half of travelers say that sustainable travel experiences encourage them to adopt more environmentally friendly behaviors in everyday life — the willingness is there, but putting it into practice often remains complex.

Is Switzerland doing enough to decarbonize its tourism sector?

Many advances have already been made in Switzerland: public transport occupies an important place, energy-efficient accommodations are encouraged, and initiatives like Swisstainable or the Competence Centre for Sustainable Development (KONA) support a transition to more environmentally friendly tourism.

However, tourism remains a global phenomenon: a large share of emissions is not generated in Switzerland but comes from international flights, notably long-haul flights, which are difficult to make climate-neutral with current technologies. Although solutions such as sustainable aviation fuel (SAF) or CO₂ capture (DAC) exist, they remain expensive, underdeveloped and require international cooperation to be truly effective.

Thus, despite local efforts, the decarbonization of the tourism sector is still in its infancy, especially since many levers lie beyond national competence. Achieving the goal of carbon neutrality by 2050 will require ambitious actions at both national and international levels, notably in low-carbon mobility, CO₂ pricing and global tourism governance.

Switzerland can play an active role, even if progress at the global scale remains slow. Initiatives such as the Glasgow Declaration or the thematic tourism day at the COP in Baku nevertheless mark encouraging first steps.

Today global tourism still generates 6.5% of global carbon emissions (figures for 2023)… How could the sector reduce this footprint in your view?

Nearly 50% of global tourism emissions are due to return journeys - and it is mainly air travel, especially long-haul flights, that generate very high CO₂ loads per person. People who travel often and far therefore have the greatest impact on the climate. To remedy this, travelers should adopt the principle "Avoid – Reduce – Replace – Compensate":

• Avoid: avoid unnecessary trips or replace them with virtual alternatives.
• Reduce: reduce not the duration, but the distance: favor closer destinations or, for long-distance trips, go less often but stay longer in order to reduce emissions per travel day.
• Replace: replace high-emission means of transport with more climate-friendly alternatives, for example plane by train or an internal combustion car by an electric vehicle.
• Compensate : offset the remaining emissions through reliable climate protection projects.

On the provider side, investments in sustainable mobility are essential: improvement of the international rail network, development of infrastructure for e-mobility, promotion of sustainable aviation fuel (SAF) and increased efficiency of aviation technologies.

At the same time, the remaining 50% of emissions related to accommodation, catering and activities must not be neglected. Here too, there are levers to be activated. They include energy renovation of buildings, a regional and seasonal food offer, the circular economy (waste, water and resource management), as well as the promotion of low-impact activities such as hiking, cycling or culture.

Reducing carbon emissions related to tourism will only be possible if customers and providers take responsibility together - with the aim of making travel compatible with the climate.

Already today, domestic tourism already plays an important role there: in 2023, more than 20 million overnight stays were made by locals, which corresponds to nearly half of all overnight stays.

In "Microvoyage (PUF editions)", the French sociologist Rémy Oudghiri praises proximity tourism… is this a serious avenue for Swiss tourism or even an opportunity to (re)discover one's country and region?

Switzerland offers ideal conditions for micro-tourism, that is to say short trips close to home focused on nature, relaxation and slowing down. Already today, domestic tourism already plays an important role there: in 2023, more than 20 million overnight stays were made by locals, which corresponds to nearly half of all overnight stays (source: OFS). This figure shows the growing interest of the Swiss in discovering their own country.

Initiatives like SuisseMobile, which promote car-free leisure activities (hiking, cycling, cross-country skiing, etc.), illustrate how sustainable local tourism can be encouraged, often linked with public transport, regional gastronomy and soft mobility. This approach is also part of an evolution in destination management strategies: like Vienna or Copenhagen, Zurich now integrates residents into its tourism strategy with the concept of "Visitor Economy", valuing their role in the local economy through culture, catering and leisure.

Micro-tourism thus presents many advantages: low carbon footprint, support for the regional economy, including outside heavily visited areas, and improved quality of life thanks to locally rooted offers that are meaningful for the population.

Stressful airports, crowded tourist sites, long flights… Can one still speak of pleasure when talking about travel?

Yes, but it largely depends on how one travels. Those who venture off the beaten track can discover peaceful, high-quality alternatives. Many surveys reveal that travelers dread overcrowded places or fatigue related to travel. Yet good planning – traveling in the low season, favoring the train or seeking local experiences – often makes it possible to avoid these nuisances.

Moreover, overtourism generally concentrates on a limited number of destinations; moving away from them opens the way to more authentic and serene experiences. Increasingly, the quality of travel takes precedence over quantity: taking one's time and traveling consciously allows for a rewarding stay, despite the challenges.

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