Responsible Traveller Profiles
FTT has, with the support of the UK Travelfoundation 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 FTT-certified business, and tap into the growing demand for sustainability and Fair Trade in key European source markets. Below are both the segment overviews, and the full narrative reports.