More than three quarters of agents say holidaymakers are increasingly asking for or actively seeking out sustainable travel options, a new survey reveals.
And 44% of agents are reporting that clients are either considering or already booking holidays in Scandinavia due to climate concerns.
The study by Online Travel Training (OTT) and the Nordic Tourism Collective found that 78% of agents noted that their clients are looking for opportunities to travel sustainably.
Rising temperatures and heatwaves in southern Europe have also led more travellers to seek out cooler destinations.
Nature continues to be the most significant factor influencing clients’ decisions when considering Scandinavia as a holiday destination.
The study found that 43% of agents identified the region’s natural beauty as the key reason for recommending Nordic holidays to their clients.
OTT said 74 agents who specifically sell the Nordics as a destination responded to the survey.
Nordic Tourism Collective courses on the OTT platform are to be expanded around the areas of sustainability and responsible tourism.
Collective co-founder Andy Fairburn said: “It’s interesting to see these trends emerging in the survey results.
“The Nordic region offers a diverse range of travel experiences, and it’s clear that customers are becoming more attuned to what Scandinavia can offer in terms of natural beauty, sustainability, and more temperate climates.
“We look forward to continuing to support travel professionals in booking the best possible holidays for their clients.”