# Sustainable and Regenerative Tourism Research

**Publisher:** VisitBritain  
**Published:** n/a  
**Category:** Destinations, NTOs & DMOs  
**Type:** Report  
**Access:** Free PDF  
**Official source:** https://www.visitbritain.org/research-insights/sustainable-and-regenerative-tourism-research  
**Canonical:** https://tourismintel.ai/reports/sustainable-and-regenerative-tourism-research

## At a glance
- Sustainability influences around two-thirds of international travellers when selecting destinations, up from half for provider choice.
- 22% of UK adults report climate change influences holiday choices; unchanged year-on-year as of March 2026.
- 29% of UK adults sought sustainable accommodation; 73% found it easy to locate in England.
- UK ranked 4th overall in 2023 Nation Brands Index but 10th–13th on sustainability-specific attributes.
- Nine in ten international travellers reported engaging in sustainable tourism behaviours; perceived cost remains the primary barrier.

## What the report covers
VisitBritain and VisitEngland compiled findings from five research initiatives examining sustainability in tourism across 2022–2026. Coverage spans attitudes and behaviour among international inbound travellers to England and Scotland, domestic UK holidaymakers, and global perceptions of UK sustainability credentials. Studies include international traveller surveys, the Domestic Sentiment Tracker, the MIDAS post-pandemic research project, and the Anholt Nation Brands Index benchmarking 60 countries.

## Key findings
Sustainability has become mainstream in international travel decisions. The 2025 international traveller report finds sustainability influences around half of prospective visitors when selecting travel service providers and approximately two-thirds when choosing destinations. Growth in sustainability-led preference concentrates among North American travellers and younger demographics, while European travellers' weighting has remained stable.

Domestic engagement shows steady but modest growth. Agreement with 'Sustainable travel is really important to me' increased from 28% in October 2023 to 31% in March 2026, according to the Domestic Sentiment Tracker. Climate change's influence on holiday choices remained flat at 22% year-on-year through March 2026, with younger UK adults more climate-conscious.

Participation in sustainable behaviours is widespread but conditional. The MIDAS project (2022) found nine in ten international travellers claimed engagement in sustainable tourism actions. Among UK adults who sought sustainable accommodation (29%), 73% reported finding such options readily available in England. Travellers accept modest behavioural adaptation and price increases but resist sacrificing experiences or avoiding destinations entirely.

The UK's sustainability brand lags its overall reputation. The 2023 Anholt Nation Brands Index ranked the UK 4th globally overall but 10th–13th on sustainability attributes including clean water, climate action, and responsible industry. Performance varied by market: Turkey and India ranked the UK top-ten across all measures, whilst China and South Africa rated it poorly on responsible industry and wildlife conservation respectively.

Perceived cost remains the primary adoption barrier. MIDAS research identified expense as the most significant obstacle to sustainable travel behaviour adoption among international travellers, despite broad declarative support for sustainability principles.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| International travellers influenced by sustainability when choosing destination | around two-thirds | 2025 international traveller survey |
| International travellers influenced by sustainability when choosing travel provider | around half | 2025 international traveller survey |
| UK adults reporting climate change influences holiday choices to large or very large extent | 22% | March 2026 Domestic Sentiment Tracker; unchanged year-on-year |
| UK adults who specifically looked for sustainable holiday accommodation | 29% | March 2026 Domestic Sentiment Tracker |
| Those who found sustainable accommodation easy to locate in England | 73% | Among 29% who searched; March 2026 Domestic Sentiment Tracker |
| Agreement with 'Sustainable travel is really important to me' | 31% | March 2026 Domestic Sentiment Tracker; up from 28% in October 2023 |
| International travellers engaging in sustainable tourism behaviours | nine in ten | MIDAS project 2022; self-reported |
| UK's global rank: overall vs sustainability attributes | 4th overall; 10th–13th on sustainability | 2023 Anholt Nation Brands Index of 60 nations |

## Why it matters
**DMOs & destinations** — Sustainability messaging resonates most strongly with North American and younger international visitors, requiring targeted positioning. UK destinations rank below global peers on environmental and social responsibility, presenting reputational risk and premium-segment opportunity. Domestic engagement (31% consider it crucial) shows growth trajectory; framing destination development around measurable sustainability credentials can attract value-conscious premium segments.

**Hotels & hospitality** — Nearly three in ten UK holidaymakers actively seek sustainable accommodation, with three-quarters finding options accessible. International guests expect participation in sustainable practices but resist premium pricing and experience sacrifice. Operators should emphasise cost-neutral or cost-beneficial sustainability (energy, water, waste reduction) rather than premium-only positioning to capture price-sensitive demand.

**Travel tech & distribution** — Two-thirds of international travellers prioritise destination sustainability when selecting. Platforms should expose destination-level sustainability ratings and provider credentials transparently. Price transparency around sustainable options is critical—perceived cost remains the top barrier to adoption. Segment by region and age cohort to enable targeted sustainable travel product bundling and messaging.

## Methodology and limits
This brief is based on publicly available summaries from five VisitBritain research initiatives published 2022–2026, comprising international traveller surveys, the recurring Domestic Sentiment Tracker, the MIDAS large-scale study, and the Anholt Nation Brands Index benchmarking 60 countries. Full methodology and sample details appear in linked PDF reports. This brief discloses figures and findings from the source page summary only; detailed sampling, weighting, and methodological constraints are not available in the summary text provided.

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© VisitBritain for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.visitbritain.org/research-insights/sustainable-and-regenerative-tourism-research