Responsible Traveller Profiles

Fair Trade Tourism has, with the support of the UK Travel Foundation and Belgian Development Agency, carried out research in important source markets to identify target groups for marketing Fair Trade Tourism. Consumer data on Fairtrade and other ethical consumption were combined with South African Tourism research identifying who is interested in travelling to South Africa, in order to establish clear target segments for marketing Fair Trade Tourism. This research is of interest to any business that wishes to strengthen their profile as an Fair Trade Tourism certified business, and tap into the growing demand for sustainability and Fair Trade in key European source markets. This study was also conducted in the South African domestic market with the support of the Swiss State Secretariat for Economic Affairs (SECO). Below are both the segment overviews, and the full narrative reports.