The World Tourism and Travel Council (WTTC) recently released a new report titled "Bridging the Gap Between Words and Actions: Developing More Effective Sustainable Development Strategies Through a Better Understanding of Customers", which was jointly conducted with the research firm YouGov. This report explores the gap between tourists' expectations regarding sustainable tourism and their actual behaviors, and also provides guidance for the tourism industry on how to make sustainable tourism options more accessible and attractive, thereby achieving a balance between economic growth and environmental responsibility. The report indicates that although consumers ostensibly support sustainable tourism, price remains the most important factor in their final decisions. To increase the implementation rate of sustainable practices, the WTTC offers several recommendations accordingly.