There is a global evolution towards more sustainability concerns which will not stop.
Consumer awareness is rising but the representation of what sustainability is remains blurred.
To truly become sustainable, the change in the industry should not be the prerogative of only a set of niche actors, but should be integrated to the global strategy of the whole sector.
Major companies of the tourism sector have launched sustainable development program due to their global benefits. Nevertheless, 90% of the tourism companies are micro-businesses or SMEs and there is a need to address the change at their levels.
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