The concept of flight shaming over air travel’s carbon footprint, known as flygskam in Sweden where the term was coined, and sustainability were both mentioned as likely to have an impact by 37% of travel and tourism bosses, who were surveyed by consultancy firm RSM.
But the study, which included senior bosses of travel agents, online booking platforms and tour operators, found the industry was reacting positively to these consumer concerns by offering carbon emission offsetting and promoting ecotourism holidays and city breaks by rail.
