So many companies are jumping on the green bandwagon that a spokesperson from Tourism Concern told Robbins: "Already the word 'eco' has lost all power and meaning".
Holidays aren't the only commodity to suffer from greenwash, though, and it's bound to be a recurring theme of this blog... (just wait 'til I get started on the "make your own humus" eco-food fanatics!)
Robbins's article highlighted the difficulty of choosing an eco-holiday. A great example was when he tried to book a skiing holiday through a tour operator whose name suggests a high standard of environmental monitoring.
To find out what happen, see "Are you being green washed?", Observer, Sunday 6 July 2008.
For a rather different analysis of the holiday scene, try Green Futures, the house magazine of Forum for the Future: "2020 Postcard" by Imogen Martineau, March 2006.
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