Travel firms which embrace sustainable tourism will be best placed to survive the global financial crisis, a report on the industry's prospects said Monday, noting China and India among growth areas.

"Conscientious consumption" should be the watchword for travel companies looking to prosper in the months and years ahead, according to the World Ttavel Market's Global Report 2008.

The study was published as thousands of people gathered for the World Travel Market, a four-day travel industry gathering in east London being attended by over 100 tourism ministers from around the world. The trends emerging across all regions were "the desire for social and environmental responsibility, social interaction, authentic travel experiences and fair trade practices," the report found.

"During the downturn, travel and tourism companies that adapt and integrate such business practices into their product and service offer will be best placed for survival," it said.

Despite a broadly optimistic outlook for 2009, the report added that some destinations such as Caribbean countries would have to start trying to attract visitors from beyond their traditional markets like the US.

Places like Brazil, China, India and Russia "offer potential with their rising disposable incomes," it added.

But the WTM's 2008 overview of global trends in the tourism and travel industry admitted that the financial crisis has "dramatically

altered" the outlook for tourism.

"Uncertainty hangs over the industry," it said.

The airline sector is being hardest hit by the crisis due to soaring fuel prices and falling demand, said the report.

In response, some major carriers were lowering fuel surcharges, hoping to stimulate demand as advance bookings dry up, while carriers such as British Airways and Iberia are due to merge to help weather the storm, it said.

"Opportunities, however, still exist for the bullish, particularly with a low-cost twist," said the report, citing Ryanair taking advantage of carriers going bust and buying cheap long-haul aircraft.

In the hotel sector, occupancy rates were falling in advanced economies such as the United States and consumers and business travellers were increasingly trading down in accomodation, the report found.