Carlos Aurelio Santamaría
Sustainable Tourism: balancing price and value for a responsible future
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Carlos Aurelio Santamaría
Sustainable Tourism: balancing price and value for a responsible future
Within the framework of the Vitrina Turística ANATO held in Bogotá and accompanied by my great friend and professor, Antonio Santos del Valle, president of the great and enriching institution of the Tourism and Society Think Tank, I had the good fortune to have a fruitful meeting with friends, professors and researchers to see how sustainable tourism has become a global priority, seeking to balance economic development with environmental conservation and social wellbeing. However, despite the fact that many travellers express interest in sustainable practices, price is still a determining factor in their travel decisions. This article explores the relationship between price and value in sustainable tourism, offering strategies to align the two and promote more responsible tourism.
Studies indicate that while a majority of tourists (65-78%) say that sustainability matters a lot to them, when it comes to purchasing, price is still the deciding factor. This discrepancy, known as the ‘say-do gap’, reflects that while travellers recognise the importance of sustainability, they are not always willing to pay additional costs for it.
For many consumers, concepts such as climate change, carbon footprint or renewable energy can seem abstract and difficult to quantify in terms of personal benefits. However, tangible initiatives, such as wildlife and natural habitat conservation, are often more understandable and emotive.
Strategies for balancing price and value in sustainable tourism
To bridge the gap between intention and action, it is essential that tourism businesses implement strategies that highlight the value of sustainability without imposing prohibitive costs. Below are some recommendations:
Highlight economic and personal benefits: It is essential to communicate how sustainable options can be affordable and also offer direct benefits to the tourist, such as more authentic experiences or improvements in their well-being.
Facilitate the adoption of sustainable practices: Sustainable options should be easy to find and use, without requiring additional efforts from the traveller.
Implement tiered reward programmes: Developing incentive systems that recognise and reward different levels of commitment to sustainability can motivate a wider range of consumers to adopt responsible practices.
Highlight corporate sustainability initiatives and partnerships: Showing the company's commitment to sustainability through projects and partnerships builds trust and credibility with customers.
Promote traveller education and awareness: Informing tourists about how their choices impact the environment and local communities can encourage more conscious and responsible choices.
Provide transparency on prices and costs: Clearly explaining how costs are distributed and how fees contribute to sustainable initiatives can justify slightly higher prices and generate a perception of added value.
Encourage active tourist participation: Involving travellers in conservation activities or community projects during their stay can enrich their experience and increase their willingness to pay for sustainable services.
Case studies: implementing sustainable strategies
A number of destinations and companies have taken steps to integrate sustainability into their tourism offerings, balancing price and value. The following are some prominent examples.
Venice, Italy: In order to control tourist overcrowding and preserve its heritage, Venice has implemented an entrance fee for visitors without accommodation. In 2025, this fee was increased from 5 to 10 euros and will apply on 54 days of the year, seeking to improve the quality of life for residents and the experience for tourists.
Balearic Islands, Spain: The Government of the Balearic Islands has proposed a modification of the Sustainable Tourism Tax (ITS), increasing the rate in high season and reducing it in low season. This measure aims to mitigate tourist saturation and promote a more balanced flow of visitors throughout the year.
Andalusia, Spain: The region is committed to the diversification and deseasonalisation of its tourism offer, promoting rural, cultural and astro-tourism. These initiatives seek to attract a public interested in authentic and sustainable experiences, distributing tourist flows more evenly and reducing pressure on overcrowded destinations.
Costa Rica: Recognised for its commitment to sustainable tourism, Costa Rica faces challenges related to tourism overcrowding. To maintain its model, the country seeks to attract high-value tourists who value and respect biodiversity and the sustainable practices implemented.
Formentera, Spain: During the World Travel Market in London, the Consell de Formentera stressed that tranquillity and quality of service on the island come at a cost, emphasising the importance of maintaining rates that reflect the value of a sustainable and exclusive experience.
Sustainable tourism represents an opportunity to transform the tourism industry towards more responsible and balanced models. However, for sustainability to be perceived as an added value and not as an additional cost, it is essential that companies and destinations adopt strategies that align price and value. By educating consumers, facilitating the adoption of sustainable practices and highlighting the personal and economic benefits, the gap between intention and action can be bridged, promoting tourism that benefits travellers, communities and the environment.
Author: Carlos Aurelio Santamaría
Professor, researcher and member of the TSTT Working Group
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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