Individuals who are environmentally conscious and interested in experiencing travel in a way that minimizes negative impacts on the environment and local communities. They prioritize activities that are sustainable and responsible, seeking to reduce their carbon footprint and support local economies through sustainable tourism practices. This group is often well-educated, socially responsible, and values authentic travel experiences that prioritize cultural immersion, environmental conservation, and social impact. They are willing to pay a premium for sustainable travel options that align with their values and may actively seek out sustainable tourism certifications and eco-friendly accommodations.