The aviation industry is to launch a campaign it hopes will counter a ‘flight shaming’ movement that has weakened demand for air travel in Europe where some travellers are increasingly concerned about their environmental impact.
The industry’s image has been damaged this year by a growing Swedish-born movement led by activists such as teenager Greta Thunberg calling for greater action against climate change, including ditching air travel.
Global lobby International Air Transport Association (IATA), which represents nearly 300 airlines, is coordinating the campaign which will involve industry stakeholders.
“We will launch a very, very big campaign … to explain what we have done, what we are doing, and what we intend to do in the future,” IATA’s head Alexandre de Juniac told Reuters in an interview in Kuwait on Tuesday.
