Every tourist who arrives in a city leaves a footprint – not only in the form of photos on social media, but also in terms of carbon emissions, energy consumption, and water usage.
Today, when climate change is no longer an abstract notion but a very real threat, more and more travellers consciously consider how much their holidays cost the planet. This presents both a new challenge and an opportunity for cities: to ensure that tourism brings not only economic benefits but also harmony with the environment and local communities.
Travellers’ Attitudes and Nordic Lessons
The annual Booking.com “Travel & Sustainability” report shows clear, consistent global trends. A 2025 survey of 32,000 travellers revealed that 93% want to choose more sustainable travel options, and many are already doing so at least partly. Travellers’ own awareness is also growing: in 2020, only 43% of respondents said they turned off heating or air-conditioning systems in accommodation, while by 2025 this figure had risen to 67%. In addition, 73% of travellers said they wanted their spending to remain within the local community and contribute to the economy of the country they visit.
When looking for examples of how to reconcile tourism and environmental protection, the closest and most advanced cases are found in Northern Europe. It is no coincidence that Helsinki was recognised as the world’s most sustainable tourism destination in 2024: 88% of hotels and 100% of conference venues in the city have independent sustainability certifications; more than half of the city’s electricity comes from renewable sources; and almost half of all waste is recycled.
Other Nordics – the Norwegians – have decided that from 2026, only zero-emission cruise ships and ferries will be allowed to sail in the popular Western Norwegian fjords. The Nordic approach is characterised by the use ofnew technologies and close cooperation between countries in addressing tourism challenges. Of course, this is accompanied by coordinated marketing, shaping the region’s image as an authentic and sustainable destination.
The Journey Towards Responsible Tourism
Lidija Bajarūnienė, Vice-President of the European Travel Commission (ETC), reminds us that Lithuania has been moving towards sustainable tourism for more than a decade: national sustainable tourism guidelines were adopted in 2017, and to promote the concept and highlight best practices, various training sessions, as well as national and international competitions, have been organised where accommodation providers, tour operators and itineraries were assessed through the lens of sustainability.
“Recently, we have been speaking not only about sustainable but also regenerative tourism, which aims not only to preserve but to create a positive impact on the environment, culture, and communities. What is becoming especially important is the overarching principle of responsible tourism,” says Ms Bajarūnienė.
She presented the ETC campaign Unlock an Unexpected Upgrade, which proposes comprehensive changes: for example, encouraging tourists to travel outside the high season (according to the Commission, one in three tourists travels in July–August), or to avoid extreme heat – a recommendation particularly favourable for Lithuania in promoting so-called “coolcations”. Other tips include visiting less crowded places, discovering new destinations, respecting residents and their traditions (in some areas, the number of tourists exceeds locals by a ratio of 1,600:13), travelling by public transport (trains, electric cars), and supporting local businesses by using their services, buying souvenirs, and staying with local hosts.
“Last year, we organised the ETC General Assembly in Kaunas, where one of the requirements was sustainability,” says the Vice-President. “Tourism leaders from 42 countries were impressed by Kaunas’ inventiveness: from handwritten greeting cards on recycled paper, to reusable accreditation badges that were later collected and turned into T-shirts, to prepared cycling and running routes, waste sorting, and presentations of local products.”
She also noted that this year’s World Tourism Day, to be celebrated on 27 September, will be dedicated to sustainability. In her view, sustainability is no longer an unfamiliar term – the challenge now lies in measuring how sustainable we truly are, and how much further we need to go.
Kaunas Takes the Initiative to Look Deeper
“We must admit that although Kaunas already has initiatives in sustainable tourism, compared with our close neighbours, we still have much to learn and adopt,” says Kaunas IN director Tadas Stankevičius. He points out that other Baltic-region cities with similar climate conditions, such as those in Scandinavia, already have approved strategies, emission reduction plans, and in some cases even dedicated municipal positions dealing exclusively with sustainable tourism. “We are still learning in this field, but delving into the topic allows us to become pioneers – perhaps even the first city to measure tourism business emissions and apply a reduction strategy,” he notes.
According to Mr Stankevičius, one of the key indicators should be not only the number of tourists, but also the length of their stay: the longer a guest remains in the city, the greater the economic benefit they generate while leaving a smaller CO₂ footprint – and the less the trip resembles a “fast-consumption” experience. This approach allows tourism to be seen not only through the commercial lens, but also through its social value: visitors become part of city life, discover its culture, and integrate into local everyday routines.
Hotels on the Green Path
How relevant are sustainability ideas in Kaunas? We asked Jūratė Rudienė, General Manager of Radisson Hotel Kaunas – a hotel that has been awarded the Green Key certificate, showing that responsibility here goes beyond marketing.
According to her, Green Key is part of the broader Responsible Business programme that the entire Radisson group has been implementing for many years. The certificate is based on clear requirements covering energy efficiency, responsibility towards the environment, community, and employees. Since the programme has been in place for a long time, meeting the “Green Key” criteria was not difficult for the hotel chain.
“We use only green electricity, we no longer offer single-use plastic bottles, and cosmetic products are provided in refillable containers. We have a Light Housekeeping programme where guests can contribute to saving water and energy by choosing not to have their bed linen changed daily. In addition, the CO₂ emissions of all events held at the hotel are offset in cooperation with First Climate, without any extra effort or cost to clients,” says the hotel manager in Kaunas, listing practices that make a difference.
She adds that more and more people value such measures, especially business clients and foreign guests. This becomes a competitive advantage, but also part of a broader philosophy – from staff training on responsible behaviour to volunteering initiatives within the local community.
Kaunas in the International Network: Lessons from Baltic Region Cities
Kaunas is joining CliNeDest (Climate Neutral Destinations) – one of the most interesting new projects exploring how tourism can become climate-friendly. The project brings together eight cities in the Baltic region: Helsinki, Tampere, Stockholm, Gdańsk, Stavanger, Aarhus, Tallinn and Kaunas. Its main idea is simple yet ambitious: to help tourism businesses and cities transition to climate-neutral operations. This is pursued not through theory but practice – by creating tools that enable each business to measure its CO₂ footprint, learn how to reduce it, and offer visitors less polluting experiences.
For Kaunas, this is a double opportunity. First – to learn from Scandinavian cities that are already much more advanced in this area. Second – to become a pioneer in measuring tourism business emissions in Lithuania, adapting the city’s tourism strategy accordingly, which could later serve as an example for other Lithuanian cities.
CliNeDest is not limited to testing tools – the project is creating a Climate Neutral Destination Network, bringing together cities aiming for climate-neutral activities. This means that Kaunas gains not only methodology but also an international platform for cooperation where experiences are shared, common standards are developed, and long-term directions are planned. For the city, this is also an opportunity to prove that Kaunas is not only convenient and welcoming, but also sustainably modern.
An Invitation to Businesses
Tourism businesses in Kaunas now have a unique opportunity – to use CliNeDest tools free of charge, helping them measure their CO₂ footprint, receive expert advice, and participate in practical workshops. This is both a competitive advantage in the face of growing demand for sustainability and a contribution to a city where tourism is developed not only for today, but for the future. More information for businesses about participation in the project’s activities can be found here.
