This is a very interesting point. There has been a great deal of ”greenwashing” in the industry lately, which has confused the customer and left people understandably sceptical about the branding of a holiday as ”green”.

In reality, the most eco-friendly alternative is of course to stay at home, but failing that there is a great deal you can do to make your holiday have a lower impact on the environment. First, choose a destination closer to home (e.g. flying to Sweden from the UK generates 13 times less emissions than a flight to Australia). Second, choose an experience that has been independently certified for its environmental credentials. Thirdly, travel by public transport where possible and offset what carbon emissions you cannot avoid.

For a range of small-scale ecotourism experiences in Sweden from certified providers, you may like to visit Nature Travels outdoor holidays in Sweden.