The European Union has enacted a series of strict environmental laws that will affect every corporation that wants to do business in Europe. According to an article in the [1] Grist Magazine, written by John Elkington and Mark Lee, the new E.U. environmental standards are changing the global marketplace:

“Two factors ensure that the new laws aren’t an issue only for E.U. companies. First, all those wanting to play supply and demand in the region must comply. Second, as California demonstrates in the U.S., there is a tendency for the highest standards prevailing in any key market to dictate the wider market’s evolution — as Europe goes, so might the world.”

While the new regulations aren’t popular with European companies, which are lobbying to weaken the rules, they are popular with citizens of the 25 countries that comprise the European Union. For this reason, U.S. travel destinations should take note.

A growing number of Europeans are traveling to Latin American, Africa, Australia, Southeast Asia for various forms of eco-adventures–biking, hiking, kayaking, rafting, scuba diving. And they’ve demonstated their preference for staying at environmentally-friendly establishments that support the local community.
California destinations, lodges and outfitters are missing an opportunity to market the state’s natural wonders to these travelers. To attract these adventurers, businesses need to “go green” by adopting sustainable business practices, such as:

• Serving locally grown, organic foods;
• Reducing their greenhouse gases and their environmental footprint by converting to solar power, using biodiesel and hybrid vehicles;
• Developing green buildings and landscaping with native plants;
• Reclaiming stormwater runoff and reducing water use; and
• Purchasing products and services from local businesses, and employing local people.

And California’s green travel businesses need to develop a marketing and promotion strategy.