DEMOGRAPHIC DRIVERS There is no doubt that stakes are high when it comes to being green. A key finding is that “business as usual” will not be acceptable for long. The group that is almost single- handedly fueling this trend is aged 18-34, encompassing both generation X and Y, so their influence will endure, rather than a passing fad. These two powerful groups of consumers, who are actively being courted by all attractions, are significantly more aware of and concerned about environmental issues. As a result, young people expect attractions to “show me the green” now and in the future. Two other critically important consumer groups are weighing in to drive this trend: women of all ages and people with household incomes over $100,000.


DEFINING GREEN What does being green mean to the traveling public? According to the study, environmental sustainability is not widely understood terminology. It is believed to encompass air and water quality, alternative energy sources, environmentally friendly cleaning products and natural insecticides, but interestingly, not perceived to include climate change and global warming.


What do attractions visitors consider to be notable signs of environmental commitment? In order these are: recycle bins, energy efficient lighting, solar panels, selling food/ beverage in biodegradable containers, and offering water in biodegradable cups rather than plastic. Recycling is a


nearly universal expectation for green attractions with over 80% across all consumer segments saying that recycling is very representative of an environmental commitment. Interestingly, LEED Certification, the standard system for sustainable facilities, ranked dead last as an outward sign of environmental commitment valued by attractions visitors. It is likely that the LEED rating is less known and less understood by the general public.


CONCLUSIONS The PGAV Destination Consulting/Missouri Botanical Garden study offers data and verbatim responses that define for the attractions industry how important being green is to their guests. The study explains how visitors define sustainability and how visitors expect attractions to demonstrate their commitment to the environment.


With the current economic climate in mind, there is a desirable outcome where environmental concerns and business investment intersect. Note that four in ten visitors expect the prices of green attractions to be higher than those of other businesses, expecting to pay nearly 9% more. Also significant, six in ten people expect their spending on environmentally-friendly products to increase, or greatly increase, over the next 12 months. It appears that the public’s commitment to meaningful green will be backed by their spending behaviors…further support for destinations to wholeheartedly commit to green.


TYPES OF ATTRACTIONS MOST EXPECTED TO BE “GREEN”


Respondents expect botanical gardens, zoos and science centers to have taken the most actions toward becoming environmentally sustainable.


Botanical gardens Zoos


Science centers Aquariums


Water parks Museums


Amusement/theme parks Historical/cultural attractions


78.1% 72.7% 71.2% 65.1% 52.0% 50.1% 49.1% 45.1%


0% 10% 20% 30% 40% 50% 60% 70% 80% 90%


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