A study conducted at Pier 39 reports that over 83% of tourists responded that is 'imperative' that the local travel industry adopt green practices and more than half wanted travel companies to adhere to sustainable business practices. Patrick Tierney, head of the Parks and Tourism Department, agreed with the study by saying "Businesses and tourists are beginning to recognize that resources need to be protected". This trend towards environmental friendliness is a continuing idea that is not likely to change anytime soon.
Tourism businesses in San Francisco have already started changing their practices by adopting carbon neutral programs and other environmentally friendly practices, but more change is needed to satisfy city tourists. Roughly half of the study respondents replied that they would be willing to pay 10% more for green services and products which is good news for companies looking into the cost of changing their operating practices. Tierney and city officials believe that city businesses can play a major role in facilitating a global movement towards green travel. The city of San Francisco and other businesses, such as Extranomical Adventures, have pledged their support of green tourism and are on the forefront of the green tourism movement.
