On November 29, the world will mark Green Friday—a time to pause and reflect on whether we truly need the impulse purchases promoted by Black Friday. It’s an opportunity to consider the environmental impact of our actions and to contribute to a more sustainable future by choosing eco-friendly products and services that conserve the planet’s resources.

This year, Estravel will also celebrate Green Friday and leave Black Friday sales behind. As a responsible travel business, we encourage travelers to choose more sustainable options of travel, transportation, and more sustainable solutions in event organizing. We aim to promote consumer awareness and responsibility when shopping, encouraging long-term value over quick consumption. 

Responsible Travel and Sustainable Events with Estravel

“Sustainability is a term we’ve been hearing and using frequently lately, isn’t it? At its core, it’s a broad concept that encompasses many aspects, from environmental protection to social responsibility and economic development. We’ve noticed that our society is contributing thoughtfully to this long-term process, aiming for a better quality of life for all. More and more often, people are prioritizing sustainable solutions in their events and travel choices,” shares Nona Sareikiene, an expert in travel and events in the Baltic region.

We believe tourism plays a vital role in promoting environmental sustainability and inspiring green travel. Together, we can make conscious choices that benefit both travelers and the planet. 

5 Ways How to Make Your Events More Sustainable 

1 | Revitalized or Unconventional Event Venues

The traditional hotel conference room is no longer enough. Companies now seek unique venues with a story to tell, spaces that inspire creativity and even shape the theme or concept of an event. These revitalized or unconventional spaces are becoming highly popular, such as the Car museum housed in a former taxi depot in Vilnius or urban-style event spaces like Dūmų Fabrikas and Betono Fabrikas. These venues bring character and originality to any event.

2 | Give Back to the Environment

More and more companies are striving to reduce the environmental impact of their events. They request and evaluate CO2 reports and exploring ways to offset their environmental footprint. For example, during Estravel Group’s 35th anniversary celebration in Estonia, the company partnered with a Nature Conservation Fund to plant 35,000 trees as part of a reforestation campaign.

Simple yet impactful choices can also make a difference: avoid using paper or opt for recycled materials, replace single-use tableware with reusable options, forego fireworks, and reuse decorations from previous events. The planet will thank you!

3 | Doing Good – Feels Good

Another growing trend is incorporating volunteering and charitable elements into events. Companies are increasingly dedicating part of their event to volunteering at organizations such as Food Bank or the Red Cross and more. Alternatively, they allocate a portion of their event budget to charities or funds like Blue Yellow or those supporting premature born babies,child support orgnisations and more.

4 | Enriching Events with Technology

Technology offers sustainable alternatives, replacing printed programs and invitations with apps and digital solutions. Hybrid event formats are still common even couple years after pandemic, reducing logistics complexity and costs.

For example, Estravel recently organized a hybrid event where Lithuanian participants attended in person, while colleagues from Latvia and Estonia joined remotely, along with a speaker from Norway. “There’s no longer a need to travel physically to attend an event, which also helps reduce air pollution,” says Nona Sareikiene, a travel and events expert in the Baltics.

5 | Focus on Holistic Well-Being

A significant emerging trend is the recognition that emotional and mental well-being are just as important as physical health. It’s encouraging to see more companies including holistic practices in their event programs, such as forest yoga, gong therapy, experiential sessions, and self-awareness workshops.Not only do they foster a deeper connection among participants, but they also create memorable moments that attendees will talk about for years to come.

Sustainability today isn’t just a trendy term — it’s an essential step we should take toward a cleaner, greener, and more beautiful world. Sustainable travel, eco-friendly experiences, and green accommodation solutions are the future of tourism. If you’re unsure where to start, we’re here to be your trusted guide every step of the way when planning events, tours, and more. Let’s create a brighter future together!