Chinese tourists unwilling to pay extra for sustainable travel options even as concern about climate change on the rise, McKinsey and report says

Chinese tourists are unwilling to pay extra for sustainable travel options despite rising concerns over climate change, according to a new report from McKinsey and

The survey of 1,000 Chinese travelers found that only 3 percent would be willing to pay extra for sustainable travel options, such as eco-friendly hotels and carbon offsetting.

The report highlights the challenge facing companies trying to promote sustainable travel in China. Despite a growing awareness of climate change among Chinese travelers, they are still unwilling to pay more for green options that could help reduce their impact.

The report also noted that Chinese travelers tend to prioritize convenience, comfort, and price when choosing a destination, rather than considering the environmental impact of their choices.

The lack of willingness to pay more for sustainable travel options is also reflected in the way that Chinese travelers book their trips. The survey found that only 1 percent of respondents said they would use an online platform specifically dedicated to green travel.

The report concluded that while more education is needed to raise awareness of sustainable travel, companies also need to make green options more attractive and accessible. This could include offering discounts for sustainable travel options, or providing more information on the environmental impact of different destinations.

Ultimately, the report suggests that companies need to do more to encourage Chinese travelers to choose sustainable options. It is clear that the travel industry needs to act now to reduce its environmental impact and ensure that China's travelers are making ethical choices when they travel.