Nearly three-quarters of British holidaymakers would be prepared to pay between £10 and £25 extra on their holiday for environmental, social or charity causes. Research conducted by MORI for ABTA, the Association of British Travel Agents, has indicated that sustainable tourism is an important goal for both the British travel industry and British tourists and that both parties are well aware that they have key roles to play. MORI surveyed 963 people across the United Kingdom who had taken a package holiday in the previous 12 months and 85 per cent believe it is important not to damage the environment. Seventy seven per cent think it important that their visit includes experiencing local culture and food while 71 per cent believe that tourism should benefit the people of the destination visited, through jobs and business opportunities. Demonstrating their commitment to world-wide environmental initiatives, 84 per cent of British holidaymakers on their last package holiday said that they made sure they left no litter and 63 per cent visited a local site of natural beauty. The majority of British holidaymakers even took their concern for the environment and natural resources a step further. Eighteen per cent said they make a conscious effort to switch off air conditioning when not in their accommodation, 36 per cent saved water by taking a shower as opposed to a long soak in a bath and 17 per cent decided not to have their hotel towels washed so often for environmental reasons.

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