Geo-savvys are young, well-educated, and environmentally aware travelers photo: Grand Canyon, Arizona

Photo © Michael Nichols

Geotravelers “go local.” They patronize locally owned businesses and guides. They buy from local craftspeople and eat at restaurants serving regional cuisine. They seek out traditional music and dance. As a result, the money the spend helps local people earn a living and preserves the place's authenticity.

NGS commissioned Travel Industry of America to determine if there was in fact a group that would qualify. A landmark survey in 2002-3 discovered that “sustainable tourists” or “geotravelers" represent well over 55 million American households—roughly half the traveling public. The travel habits of three geotraveler segments—Geo-savvys, Urban Sophisticates, and Good Citizens—are guided by a high awareness of the world around them. These travelers have ceaseless expectations for unique and culturally authentic travel experiences that protect and preserve the ecological and cultural environment. These groups are different, but all are affluent, travel frequently, and have strong geotourism inclinations.

Geo-savvy travelers tilt somewhat young. They are well-educated, environmentally aware, and most alert to responsible travel practices.

Urban Sophisticates are the most affluent. While pro-environment, they have strong preferences for the cultural and social aspects of travel.

Good Citizens, while older with an element of affluence, are socially-conscious active in civic affairs.

Ultimately, geotourism is a partnership between the traveler and the people who live at a destination. From the residents' point of view, geotravelers are the kind of tourists you want to have around.