Radical Sustainability Experimentation in Tourism Highlights Challenges, Opportunities


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"We asked ourselves, what might a trip look like today that could potentially be the future as a whole, across every single trip that we run? We set this veryambitious target: How low can we go now?" That was the question posed by Paul Easto, founder of UK-based Wilderness Group, which has committed to reducing its carbon emissions by 90% by 2030.

To test that question, Easto and his team set out to design and deliver a trip that created as close to no carbon as possible.

The three-day, four-person trip included train travel, electric vehicles, off-grid accommodations, low-carbon food options, and human-powered activities.

The trip trimmed off approximately 60% of the carbon footprint typically generated by a Wilderness Group tripwhich, at 140 pounds to 150 pounds of carbon equivalent per guest per trip, is already quite low to industry standardswhile not worrying about the commerciality of it.

"We asked ourselves, what might a trip look like today that could potentially be the future as a whole, across every single trip that we run? We set this veryambitious target: How low can we go now?" says Easto.

As the World Travel & Tourism Council reports, 74% of travel and tourism businesses use carbon-

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