Consumers (passengers/tourists): The travelling public could become potential allies to mobilize bottom-up pressure to decarbonise. Increasingly, they make informed ‘green’ choices, through purchasing behaviour and voluntary offsetting programmes (WEF 2011:22). They need to be informed about the reasons and opportunities for leveraging their green and informed purchasing behaviour to ‘push’ change; carbon disclosure reporting; and practical ways of engaging in low-carbon lifestyles through voluntary offsetting of emission. They need to be aware of full assessment of GHGs generated at destination, not limited to local operations, but including goods imported for tourism purposes and of course the international travel contribution. They also need to be reassured that life-cycle analysis and product/service labeling/certification (for example for biofuels production or ‘green’ flights) are based on globally harmonized standards. Otherwise, the risks of market distortions, greenwashing, a lack of integrity, and ultimately, a ‘false’ low-carbon economy become real prospects. The type of behavioral changes and informed choices needed from consumers are not to travel less, but to choose environmentally friendly means of travel.