A survey by PricewaterhouseCoopers (PwC) shows that initiatives led by the United States Tour Operators Association (USTOA) are making an impact on the travel and tourism industry. Nearly three-fourths (71 percent) of tour operator members surveyed are fairly to very confident their organization is taking sufficient actions to address sustainability issues to remain competitive, an increase of 8 percent since this question was last posed in 2022.
According to the 2024 study, the majority of USTOA Active Members have a formal or informal sustainability strategy, with 19 percent asserting sustainability is fully embedded across their entire corporation. Only 8 percent have no formal sustainability strategy, down from 14 percent in 2022. Tour operator members overwhelmingly stated that “corporate values and culture” (85 percent) are the main drivers behind the adoption of a sustainability strategy. Compliance with regulations and policies (39 percent) made a big jump to third from its sixth-place position in 2022, while "responding positively to global crises" remained in second place, mentioned by 52 percent of respondents.
When asked what areas of sustainability their organization is planning to focus on most over the next 12 months, three-fourths (75 percent) of members reported aligning sustainability goals with supply chain and partners. Similarly, 73 percent of tour operator members said itinerary planning to support local communities will be a priority. Both of these categories surged by more than 10 percentage points since the last study.
USTOA also asked its tour operator members to report the areas in which their organization has made commitments. More than half (58 percent) have made gender equality and demographic diversity commitments. Fewer Active Members have made carbon-neutral and net-zero commitments (19 percent), while 25 percent have made commitments to independently audited ESG (environment, social, and governance) reporting, up from 16 percent in the 2022 study.
Active Members also say their organizations have made further progress toward formalizing policies covering gender and race and ethnicity, with 83 percent adopting such policies, up from 75 percent two years ago. Three-fourths (75 percent) of Active Members have LGBTQ+ policies in place, and nearly that many have documented guidelines related to age (71 percent) and seen or unseen disabilities (71 percent). Gains were made across all categories since the last survey, including faith and religion, for which 64 percent now have documented practices.
A new survey question in 2024 offers data about tour operators' efforts to accommodate travelers with disabilities or limited abilities. More than two-thirds (69 percent) of Active Members offer accessible accommodation options, while more than half (56 percent) have accessible transportation. Nearly half (46 percent) will customize tour itineraries for different ability levels.
USTOA Active Members resoundingly see the travel and tourism industry as one that respects individual differences (90 percent agree)—and that can help address diversity, equity, inclusion and justice issues in wider society (89 percent agree).
The PwC research was released at USTOA’s Annual Conference & Marketplace, held at the JW Marriott Marco Island Beach Resort in Marco Island, FL, December 9-13. The survey was conducted between July 18 and October 11, 2024, with a 96 percent participation rate. At the conference, USTOA also announced that it will hold the fourth Sustainability is Responsibility (SIR) Summit in Valencia, Spain April 27-30, 2025. In partnership with Turespaña and the Region of Valencia, the event fosters collaborations and cultivates a sustainability mindset through shared insights, all with an eye toward protecting the planet and shaping the future of travel.
For more information on USTOA, visit www.ustoa.com.
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