Over 40% of travelers misjudge climate impact of distant air travel: On vacation? Think close
4 in 10 travelers are still insufficiently aware of the high climate impact of long-haul air travel. This is according to new research by Motivaction, commissioned by Milieu Centraal and Natuur & Milieu, among 502 Dutch people aged 25 to 45 with an HBO+ education. For example, the CO2 emissions of a return flight from the Netherlands to Melbourne is about half of what an average person emits per year in home energy, transportation and food. In addition, long-haul air travel of more than 4,000 km accounts for 44% of total CO2 emissions from recreational air travel. To confront far-flyers with this impact and promote behavioral change among the target audience, the two organizations are today launching the online campaign 'On vacation? Think Close. To help them get started, Milieu Centraal has developed the Klimaatwijs op reis tool. This gives travelers easy insight into the climate impact of their travel plans and at the same time inspiration for surprising vacation destinations closer to home. For more information, see: www.opvakantiedenkdichtbij.nl
Main Photo: Over 40% of travelers misjudge climate impact of distant air travel: On vacation? Think close © Milieu Centraal
Distant travel responsible for nearly half of total CO2 emissions from aviation
As the days get darker again, this is the time when far-flyers start booking flights again. Far-fliers are well aware that flying less (far and often) is better for the environment, but actually doing so lags behind and therefore something needs to change in the choice process people go through when choosing a vacation destination. This is badly needed, because especially long-haul air travel has a significant impact on the climate. Research by the Dutch Knowledge Institute for Mobility Policy (KiM) shows that air travel beyond 4,000 km (such as Bali, Willemstad (Curaçao), Cape Town, Fiji), which accounts for 20% of all vacation flights, is responsible for 44% of total CO2 emissions from recreational air travel. This indicates that a small proportion of travelers are responsible for a large proportion of emissions.
Anna Beth Smeltekop, Sustainable Mobility expert at Milieu Centraal says: "The impact of long-haul air travel on our climate is huge. The fact that almost half of us underestimate the climate impact worries me. Emissions cannot be reduced by technical innovations alone; it is essential that we change our behavior. That is why today we are launching the campaign 'On vacation? Think Close. With the campaign we give a counter-note to all airline advertising by showing how much CO2 emissions the target group -literally- takes with them when traveling. For example, a return flight to Bali for 1 person emits as much CO2 as an average household in the Netherlands consumes in energy annually."
Who are far-flyers
The group of travelers who opt above average for far-flying vacations (from 4,000 km) has an HBO or WO education and lives mainly in large cities and suburbs. They are mainly young adults aged 25-34 and people over 65. Since young people still have a whole life ahead of them, the campaign focuses on this target group. Behavioral researcher at Milieu Centraal Judith Roumen explains, "Although some of the far-flyers are highly aware of the climate problem, they continue to search for a balance between sustainability and the urge to travel far. Think of it as compensatory behavior: they strive for a conscious and sustainable lifestyle and are already doing a lot about this, but for themselves, long-distance travel is still an important way to combine self-development, adventure and social commitment. I hope it is recognized that these ideals can also be achieved without flying far. Indeed, sustainable travel can even contribute to these experiences."
Climate wise travel tool
Milieu Centraal and Natuur & Milieu are pleased to offer travelers tools to make more sustainable choices. They do this with the Klimaatwijs op reis-tool. The tool provides insight into the climate impact of vacations and suggests alternative destinations closer to home, with the aim of reducing CO2 emissions. In addition, the organizations provide a guide of alternative bucket list destinations, inspiring travelers to consider vacations closer to home, without compromising on the experience; one of the important values for the target group.
About Milieu Centraal
Milieu Centraal is the knowledge center for sustainable living, providing consumers with practical tips and advice for every sustainable step: from separating waste to buying solar panels. An external scientific advisory board is part of the quality assurance. Milieu Centraal reaches some 40,000 consumers daily through its websites and social media. Milieu Centraal works together with civil society organizations, companies, government and media.
About Natuur & Milieu
Natuur & Milieu works on concrete solutions and strong policies for a better climate and healthy nature. They do this as much as possible together with others. They are independent and focus on politics, business and human behavior. Whether it concerns energy, agriculture, raw materials or mobility, they show that it can be done.
