Tourists willing to pay a premium for Blue Flag destinations

Press/Media: Research cited


Tourists are willing to pay a price premium for a sustainable coastal destination with Blue Flag status, a new study from the University of Portsmouth has found.

Period10 May 2023

Media contributions


Media contributions

  • TitleTourists willing to pay a premium for Blue Flag destinations
    Media name/outletHospitality Net
    Country/TerritoryUnited Kingdom
    DescriptionThe iconic Blue Flag is an international mark of recognition that a beach, marina or sustainable tourism boat is deemed safe and environmentally friendly.

    The research findings show that tourist destination managers should use the Blue Flag logo in marketing and branding material to increase revenue.

    The study also found that the popular eco-label is attractive to tourists who can use it to reinforce their own identity.
    PersonsSelcuk Can, Yuksel Ekinci, Setenay Dilek-Fidler