Travel and Sustainability Report 2025
At a glance
- 53% of travelers now recognise tourism's impact on local communities and environment, a first-time majority.
- 93% want to make sustainable travel choices, up from 42% in 2016.
- 73% want spending to benefit local communities; 69% aim to leave destinations better.
- Traffic (38%), littering (35%), and rising costs (29%) are top concerns; only 16% support visitor caps.
- Transportation (38%) and waste management (37%) are prioritised investments over restricting visitor numbers.
What the report covers
Booking.com's tenth annual consumer attitudes survey examines 32,000 travelers across 34 countries (surveyed January 2025) on tourism's social and environmental impact. Using a community-centric lens, it asks participants about both their travel behaviour and experiences of inbound tourism at home. The analysis tracks decade-long shifts in sustainability awareness, revealing how community and economic concerns now sit alongside environmental priorities.
Key findings
For the first time, 53% of surveyed travelers express awareness of tourism's dual impact on communities and environment. This broadens sustainability understanding beyond environmental concerns alone and reflects a significant perceptual shift central to evolving traveler expectations.
While 57% perceive tourism positively in their home locations, challenges persist. Traffic (38%), littering (35%), overcrowding (30%), and rising living costs (29%) are cited problems. Only 48% believe current tourism volume is appropriate, yet just 16% advocate visitor caps, preferring targeted infrastructure improvements instead.
Traveler commitment to local economies is pronounced: 73% want spending to benefit communities; 69% aim to leave places better. Observed visitor behaviour aligns—53% report tourists respect local customs; 54% note they support local businesses, suggesting growing congruence between traveler values and on-ground practices.
Rather than restricting tourism, travelers prioritise transportation improvements (38%), waste management (37%), and environmental conservation (32%). This signals destinations can accommodate growth through smart infrastructure investment rather than visitor limits.
Sustainable travel intentions have surged over the decade. In 2016, 42% of travelers believed they travelled sustainably; by 2025, 93% report wanting sustainable choices and acting on them. Air-conditioning/heating reduction in accommodations rose from 43% (2020) to 67% (2023), indicating mainstreaming of conservation practices alongside newer priorities like visiting alternative destinations (36%) and seeking off-season travel advice (39%).
Key numbers
| Metric | Value |
|---|---|
| Travelers conscious of tourism's impact on communities and environment | 53% |
| Global travelers wanting to make more sustainable choices | 93% |
| Travelers wanting spending to benefit local community | 73% |
| Travelers aiming to leave destinations better than when arrived | 69% |
| Travelers citing traffic congestion as key challenge | 38% |
| Travelers supporting visitor number caps in home destination | 16% |
| Travelers finding sustainable travel important | 84% |
| Travelers reporting tourists respect local customs | 53% |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
93% of travelers want sustainable practices, yet only 16% support visitor caps. The data shows demand for infrastructure investment over restriction. DMOs should prioritise transportation, waste management, and community investment to accommodate growth while meeting traveler expectations for positive local impact.
Hotels & hospitality
Hoteliers can differentiate by aligning with traveler values: 73% want spending to benefit communities; 69% seek to leave places better. Sustainability certifications, community engagement, and resource efficiency resonate with mainstream demand. Properties without credible sustainability credentials risk losing market share.
Travel tech & distribution
Platforms should surface sustainability transparently: 84% of travelers find sustainable travel important. Booking.com emphasises AI's role in connecting travelers with communities and spreading tourism benefits. Marketplace operators should integrate third-party certifications, community-impact data, and off-season options to enable informed choice.
Methodology and limits
Independent online survey of 32,000 respondents (500–1,000 per country) across 34 countries conducted January 2025. Eligibility: aged 18+, travelled at least once in preceding 12 months, planning 2025 travel, and primary or joint travel decision-maker. Brief based on publicly released summary; full report access not verified.
Official source
The report is © Booking.com. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
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