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Survey of Adventure Travel Industry’s Understanding of Carbon Offsets Mandates Education, Strategic Planning

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BURLINGTON, VT, June 2008NativeEnergy, a leader in the carbon offset industry, conducted a May 15 phone-in live Webinar and informal survey with 50 members of the Adventure Travel Trade Association (ATTA) to review the relationship of carbon offsets to adventure travel.

Veteran online travel expert Richard Edwards of NativeEnergy, co-presented the program titled “The Role of Carbon Offsets in Adventure Travel.” He reports that through an informal survey, the session’s outcome “reveals a desire among tour operators to use carbon offsets in a broader responsible travel strategy, a belief that the consumer is ready and willing to help foot part of the bill and the pressing need for more education across all levels.”

“Some of the informal survey results were very revealing,” reports Edwards. Just 51% of all respondents admitted they had a clear understanding of what carbon offsets were and how the voluntary offset market works. When asked if they had a carbon offset program currently in place, 84% said they did not. But 86% felt that the carbon offset market could be a positive part of the solution to climate change.

“This feedback clearly showed that there is a positive feeling about carbon offset programs within the adventure travel industry. Folks just need to better understand how it works and who is going to pay for it,” concludes Edwards.

Participating in the live Webinar and interactive survey were tour operators, destination marketing organizations, gear manufacturers and various non-profit organizations. Working with Edwards on the presentation was Brian Mullis of Sustainable Travel International.

Edwards reports that it was most well attended Webinar that the ATTA has done to date.

The Webinar, in its entirety, is offered free to industry players and the public online at

The results of the online survey revealed:

What is the biggest obstacle for you in implementing a Carbon Offset program?

  • Haven’t had time to investigate thoroughly: 57%
  • Lack of Credibility: 20%
  • Other: 23%

Do carbon offsets and your green/sustainable program contribute to a positive ROI for your company?

  • The jury is still out: 63%
  • We’ll never be able to track it: 13%
  • Yes: 25%

Coming into this Webinar do you feel you have a clear idea of what carbon offsets are and how the voluntary offset market works?

  • Yes: 20%
  • No: 29%
  • Pretty Clear: 31%
  • Some idea but I’m missing a few key details: 20%

Do you think it’s best to offer a voluntary opt-in program or include Carbon Offsets in your pricing?

  • Include in pricing: 32%
  • Voluntary opt-in: 40%
  • Voluntary opt-out: 28%

Do you currently have a Carbon Offset program in place?

  • No: 84%
  • Yes: 16%

Do you think your clients would be willing to pay more for a trip if Carbon Offsets were included in your pricing?

  • Maybe: 59%
  • No: 7%
  • Yes: 33%

Is the carbon offset market a positive part of the solution to climate change or a negative distraction?

  • Positive part of the solution: 39%
  • It can be positive if better regulated: 47%
  • Negative distraction and not a part of the solution: 14%

About NativeEnergy ( NativeEnergy’s travel division is committed to reducing the environmental impacts of the tourism industry, while helping entities work more efficiently as businesses. Offering organizations and individuals a means to compensate for their global warming pollution and effectively power their businesses and homes with renewable energy, NativeEnergy provides RECs and offsets from a variety of operating projects across America. Through its novel approach of bringing upfront payment to renewable projects for the estimated future carbon offsets, NativeEnergy enables its clients to help directly finance the construction of specific new wind farms and other renewable energy projects.  NativeEnergy has become the trusted choice of many leading environmentally and socially responsible businesses and organizations.

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For more information please contact: Widness & Wiggins PR:

Sara Widness / 802-234-6704 / [email protected]

Dave Wiggins / 303-554-8821 / [email protected]

Contributing members are responsible for the accuracy of content contributed to the Member News section of AdventureTravelNews.

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