Tourists are increasingly aware that the way they travel matters – not just for the planet, but for the people who call popular destinations home.
That’s the key takeaway from Booking.com’s 2025 Sustainable Travel Report.
In its tenth edition, the report finds that more than half of travellers are now conscious of tourism’s impact on local communities as well as the environment.
Based on insights from 32,000 people across 34 countries, the report reveals a potential paradigm shift in how we define responsible travel.
Are good intentions enough?
Seeing the world in a more sustainable way seems to be more popular than ever.
A whopping 93 per cent of respondents to the survey, which included thousands of people across six continents, said they want to make more responsible choices and have already taken steps to do so.
That is more than double the percentage of respondents who said as much in 2016.
Simple actions, from turning off air conditioning to avoiding overcrowded hotspots, have begun to enter the mainstream, too.
But this year’s research shows that more environmentally friendly travel is only part of the story. The economic and social effects of exploring new places, from the pressure added to housing systems to paying due respect to cultural traditions, are now top of mind for many tourists.
Almost 40 per cent of respondents are seeking advice on travel outside of peak seasons or visiting alternative destinations to avoid overcrowding.
The report also reveals a disconnect between ideas and action, however.
Almost a third of respondents reported rising living costs in their home destinations due to tourism. Yet only 16 per cent believed that capping visitor numbers is the answer. Instead, many call for better investment in waste management, public transport and conservation to curb the impact of overtourism.
Many destinations are embracing this shift in priorities
Some places are adapting to evolving traveller expectations.
Chile, for instance, is actively courting “responsible high-spend tourists” – people who, according to the country’s tourism board, seek immersive, culturally sensitive experiences. They are also willing to spend more to support local businesses and conservation efforts.
To target these travellers, the country is expanding protected areas, supporting rewilding projects and investing in eco-friendly travel options.
In theGalapagos, where fragile ecosystems face enormous pressure from tourism, some cruise operators are rethinking their business models. Itineraries now prioritise sustainable activities, with guides reminding guests of the impact even a single footprint can have on the environment.
The islands have also pushed back against overtourism by doublingentry fees.
Others are feeling the pressure
The situation is more strained elsewhere as increasing visitor numbers overwhelm some destinations.
After a trial last year, Venice relaunched its day-tripper tax in 2025 to help manage the flood of tourists that strain its historic core. Visitors who fail to pay can face steep fines. But the €10 fee has done little to dissuade travellers from descending upon the city en masse.
Last summer, the number of tourist beds in Venice overtook the number of residents.
Spain has seen a rise in anti-tourism sentiment. In destinations likeBarcelona,Mallorca andTenerife, locals have protested the impact of short-term rentals, noise and congestion.
Local governments are beginning to act, but change has been slow and piecemeal.
Outside La Sagrada Familia – one of Barcelona’s most photographed places – officials are introducing aselfie space to ease overcrowding. But the plan seems unlikely to stem the tide of tourists queuing up to see Gaudí’s famously unfinished cathedral.
Tourism needs clearer direction
The findings of the 2025 Sustainable Travel Report underscore a key challenge for the industry: aligning growing traveller awareness with meaningful, accessible action.
“To ensure that destinations can continue to be enjoyed by both locals and visitors alike, tourism, infrastructure and innovation need to keep pace with travellers’ good intent,” says Danielle D’Silva, director of sustainability at Booking.com.
The app itself is likely to contribute to these causes. D’Silva says the company plans to feature hotels, homestays and guesthouses that have reputable sustainability certifications or provide training and guidance for its accommodation partners.
With so many travellers wanting to make more sustainable choices, the question now is whether next year’s figures will show intent turning into impact.
