Only 8% of U.S. tourism boards strongly prioritize addressing climate change and reducing greenhouse gas emissions to zero. In contrast, 62% of European tourism boards and 29% of Canadian tourism boards have made it a top priority. That’s according to Sojern’s “State of Destination Marketing 2024.”

The report is based on a survey of over 300 destination marketers by the Digital Tourism Think Tank, commissioned by travel marketing platform Sojern, and endorsed by Brand USA, Destination Canada and the European Travel Commission.

Compared to other regions, regenerative tourism is not a strong strategic focus for U.S. tourism boards. Only 28% in the U.S. have made it a focus, while over 40% of Canadian and European tourism boards have made it one.

Tourism boards differ regionally when it comes to diversity and inclusion. In the U.S. and Canada, over half of tourism boards prioritize celebrating racial and ethnic diversity in their marketing.  In Europe, however, 23% do so.

In addition, Canadian tourism boards stood out for their representation of Indigenous Peoples at 71%, according to the report.

When it comes to reaching travelers with disabilities, over 40% of American and European tourism boards put it as a top priority in their marketing. About 12% of Canadian tourism boards, on the other hand, do so.