In the media, in the business world and around the kitchen table: sustainability is increasingly a topic of conversation. In fact, there’s no getting round it. All manner of studies on climate and nature show that we need to treat the planet better if we are to continue enjoying it for as long as possible. What does that mean for travel, where you literally leave a footprint on that precious planet?
Sustainability has been rapidly evolving in the tourism sector over the past few decades. There were – and still are – many challenges, but there have also been plenty of opportunities for sustainable travel initiatives. Honeyguide, Insiders’ slow travel label, is a project that arose from a passion for sustainable travel.
What challenges lie ahead in the world of sustainable travel? Which inspiring initiatives are making a positive impact? And how bright is the future of sustainable travel?
The cost of your trip
A flight to America or a cruise holiday to Scandinavia. You pay a high price for it – but so does the environment. Take a cruise ship: it emits more CO₂ during a single voyage than 12,000 cars (source: Marine Pollution Bulletin, 2021). And did you know that emissions from Schiphol Airport are almost as high as those from all Dutch cars combined (source: Greenpeace)? High CO₂ emissions have a negative impact on the climate. That’s why we now know that cycling holidays and train journeys are more environmentally friendly choices than flights or cruises.
Don’t follow the leader
But there is yet another challenge in the travel sector: the distribution of visitors. Because when it comes to making choices, we tend to flock en masse to the same places. We want to see the hotspots – the places made popular by TikTok and Instagram, but also by Booking.com and Google Maps. We’re all being steered in the same direction – consciously or unconsciously. You could also say that access to everything leads to more of the same.
Take Venice, for example. This Italian city, with its winding canals, colourful gondolas and historic splendour, can barely cope with the sheer number of visitors. Activists from the No Grandi Navi (‘No Big Ships’) movement had had enough of this shortly after the coronavirus pandemic. They protested by sailing around the cruise ships moored near Venice, as a sort of blockade. That reaction wasn’t all that surprising. The tourists on these cruise ships do pollute the city on a massive scale, but they don’t spend any money: they sleep and eat on board the ship. And yes, then there’s the cruise ship itself, which wins the dubious honour of being the most polluting mode of transport.
Sustainable travel: the new normal
Our travel behaviour – and our perspective on it – is changing, and sustainability plays a major role in this. This is also evident from research by Booking.com, which examines the social and environmental impact of travel. The figures from the 2025 study speak for themselves: 65 per cent of Dutch travellers say that sustainable travel is important to them. 81 per cent are actually travelling more sustainably. We’re also paying more attention to the impact of our behaviour on local communities: 27 per cent actively seek out quieter travel periods, whilst 25 per cent consciously visit alternative destinations. We can therefore safely say that, by 2025, sustainability will be the norm.
NS Dagje Uit: online sustainable travel inspiration
The amount of sustainable travel inspiration is also growing online. NS Dagje Uit – NS’s leading inspiration and activation platform – is a fine example of this. Since 2023, we at Insiders have been working with Roularta Media Nederland on this platform, which has a strong sustainable focus. On NS Dagje Uit, travellers are encouraged to set off by train: an easy and environmentally friendly way to travel. Not just to major cities like Amsterdam, but also to smaller towns such as Ede and Vlissingen. So, it’s all about variety! Through list-style blogs, 24-hour programmes and social media content, visitors are also inspired to discover hidden gems. The local farmer where you can buy regional produce, a colourful shop selling vintage items or a restaurant with a sustainable menu. All the tips are within walking distance. Does the walk take longer than a quarter of an hour? Then the sustainable OV-fiets is recommended as an alternative.
The future of sustainable travel: slow travel
At Insiders, we believe that slow travel is the future – and deserves to be. Driven by a passion for sustainable travel, we founded Honeyguide , a slow travel inspiration platform. Slow travel embodies sustainable travel: conscious, meaningful and with a positive impact. Not hard-to-reach places far away, but seeking relaxation close to home. Not mass tourism, but hidden gems with unique stories. Not mass production, but an appreciation for local produce. In short: travelling mindfully, where the experience is just as important as the destination.
Honeyguide’s website and social media channels are brimming with slow travel tips. They all meet at least one of the 11 Positive Impact Criteria. These guidelines are inspired by the Sustainable Development Goals, which were drawn up by the United Nations in 2015. These guidelines are designed to ensure that the world becomes a more beautiful, fairer and better place for people, animals and nature. For example, Honeyguide selects tips that help you eat mindfully, improve your wellbeing or connect with others. It also highlights places that promote zero waste, support nature or cultural conservation, and foster equality.
Micro-adventurers in Flanders
Honeyguide continues to grow, with many passionate ambassadors and slow travel enthusiasts under its wing. And the concept of slow travel also plays a leading role in Insiders’ campaigns and strategic projects. A campaign centred on micro-adventures was created for Tourism Flanders: small adventures close to home that feel like a big adventure. The aim? To put Flanders on the map as the destination of choice for micro-adventurers. Visitors were inspired to experience small yet grand adventures in Flanders’ natural surroundings. Close to home, without placing a heavy burden on the environment – but with experiences that will stay with them forever.
Like-minded and moving forward into the future
Sustainable travel requires more than just policy. At Insiders, we believe in the power of storytelling: the art of informing, inspiring and connecting through compelling content. And we believe in the power of collaborating with local businesses and stakeholders. Do we share the same vision for the future? If so, together we can achieve our goals for tourism that is both deeply unifying and sustainable. Creating places that thrive because residents, visitors and businesses thrive. It means taking each other into account, as well as capacity and public support. Like-minded and moving forward: that’s how we make sustainable destinations extraordinary.
Would you also like to build a travel narrative that inspires and makes a positive impact? Please get in touch. We’d be delighted to help you develop a sustainable content strategy that consciously inspires travellers to set off on their journeys.