IRF Report: Sustainability Continues to Gain Traction in Europe

A growing awareness among stakeholders about the environmental impact of their activities is increasing pressure on European planners to incorporate sustainability goals into their meeting and incentive travel planning.

Authentic Tourism Can Enhance Attendee Experiences

• The experts say that “responsible tourism can enhance attendee experiences, especially in an era of high sensitivity to over-tourism and the negative impacts of irresponsible tourism. For example, avoiding high tourism areas by opting for secondary destinations, and engaging with local communities can resonate more with attendees and create a positive impact. The concept of a destination within the destination encourages participants to connect more with local residents, fostering a sense of community and cultural exchange. This approach not only supports local economies but also enhances the overall experience for attendees.”
• The panelists also note that intentional onsite gifting focuses on local, useful, and sustainable products. “Throughout Europe, program owners are being more thoughtful about onsite gifting. There is a trend towards reducing branded merchandise and increasing the use of local, cultural, and high-end items that are more likely to be kept and used by attendees. Gifts such as food that can be used and consumed during the program are also increasing in use. Sourcing gifts locally supports the local economy and gives attendees unique products tied to the destination. Regulations in different countries continue to affect gifting practices, with concerns about tax regulations leading the conversation.”
• Corporate Social Responsibility impacts should be measured. Whatever activities used to support the local economy, even lending experts to provide local training, should be documented in terms of actual impact.

Other Key Findings

• Sustainability is considered a short-run challenge by 19% of European respondents, while 33% consider it a long-run challenge, based on the 2024 Incentive Travel Index.
• Attendees appreciate sustainability – but aren’t demanding it.  The subject is still not a make-or-break issue for most program attendees.
• ESG goals and event management teams are disconnected. Corporate event management teams can benefit from support from agencies on key environmental and social matters, even if the corporation isn’t demanding the information. Given more sustainability rules coming from the European Union, agencies can take the lead in keeping clients informed.
• Sustainability requirements vary across different countries. Helping companies keep track of the differences is another way for agencies to add value.
• Carbon footprint is a concern in airfare and travel. But thiis is not yet a deciding factor, the experts say.
• Sustainability is given a higher weight in RFPs, but costs still count. Suppliers need to be prepared to deliver a sustainability story in responses to RFPs; however, it will not be a final decision driver for the majority of companies when weighed against costs.
• Properties and hotels are expected to lead in sustainability. Across the group, the perception remains that the primary responsibility for sustainability in incentive programs currently sits with the host hotels or cruise lines.
• Sustainability should become seamless. “Ideally, sustainability should be integrated into everyday practices and not just seen as a response to external pressures. This shift can help drive long-term value for businesses and better prepare them for coming regulations. By making sustainability a way of living, companies can enhance their brand image and attract more business opportunities. The focus should be on data-driven approaches, particularly in food and beverage teams, to demonstrate the tangible benefits of sustainable practices.”

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