In collaboration with ETC, MMGY TCI Research — a leading provider of data-based solutions for Destination Marketing Organisations (DMOs) — conducted a comprehensive study to explore the impact of climate change discussions on the reputation of European destinations throughout 2023.
Utilising advanced social listening techniques and analysing written sustainability reviews, the study investigated the prevalence of climate-change-related conversations within overall travel discussions. It also identified common themes and the tone of consumer concerns about climate change.
While predicting future travel behaviours amid climate change is complex, it is anticipated that there may be long-term shifts in seasonal demand for certain destinations and changes in the demand for specific activities offered by these destinations.
