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According to the Sustainable Travel Report for 2022, 81% of travelers place a high value on sustainability. According to the same report, 66% want authentic experiences that are representative of the local culture away from popular tourist attractions, and 45% think that protecting and learning about local cultures is part of sustainable travel.

Sadly, however, approximately 40% of respondents stated that they do not know how or where to find tours or activities that guarantee they are actually making a positive contribution to the community.