The Taskforce considered a range of research and consumer surveys that suggest that travel consumers in many of our key tourism markets are increasingly concerned about climate change. In some markets, exaggerated perceptions of the contribution to climate change from tourism, and air travel in particular, have the potential to affect the destination choice of travellers.
The Taskforce commissioned market research in the United Kingdom and Germany 
[PDF, 781KB] which shows that while there is a high level of consumer concern about the impacts of climate change in these markets, this has not yet translated into a significant reduction in demand for long-haul air travel. However, there is a large percentage (around 40 per cent) of consumers that have the potential to change their travel behaviour if they are not satisfied that enough is being done to address their concerns about the climate change impacts of leisure travel.
The availability of credible carbon offsets, linked to a demonstrable environmental benefit, can play a significant role in alleviating the potential for reduced demand.