Booking.com’s 2025 Sustainable Travel Report highlights a growing awareness among tourists about the impact of their travel on both the environment and local communities. More than half of travelers are now conscious of the effects of tourism, and 93% of respondents expressed a desire to make more responsible choices. This shift in mindset is reflected in the increasing popularity of sustainable actions, such as turning off air conditioning and avoiding overcrowded hotspots. However, the report also emphasizes the importance of considering economic and social impacts of travel, such as rising living costs and pressure on housing systems.
The report reveals a disconnect between ideas and actions when it comes to sustainable travel. While almost a third of respondents have noticed rising living costs in their home destinations due to tourism, only 16% believe that capping visitor numbers is the solution. Instead, many are calling for better waste management, public transport, and conservation efforts to minimize the negative impacts of overtourism. Furthermore, almost 40% of respondents are seeking advice on traveling outside peak seasons or visiting alternative destinations to avoid overcrowding. This indicates a growing awareness of the need to rethink traditional travel patterns.
Some destinations are adapting to these evolving traveler expectations by focusing on attracting responsible high-spend tourists who are willing to support local businesses and conservation efforts. Countries like Chile are expanding protected areas, supporting rewilding projects, and investing in eco-friendly travel options to cater to these tourists. In the Galapagos, cruise operators are prioritizing sustainable activities and charging higher entry fees to deter overtourism. However, other destinations are feeling the pressure of increasing visitor numbers and are struggling to manage the influx of tourists.
Venice, for example, has relaunched a day-tripper tax to help control the overwhelming number of tourists that strain its historic core, but the €10 fee has not significantly reduced visitor numbers. Spain has also seen a rise in anti-tourism sentiment, particularly in cities like Barcelona, Mallorca, and Tenerife, where locals are protesting the impact of short-term rentals, noise, and congestion. While local governments are beginning to take action, change has been slow and fragmented. The tourism industry faces the challenge of aligning growing traveler awareness with tangible, accessible action to ensure that destinations can be enjoyed by both locals and visitors alike.
The importance of aligning growing traveler awareness with meaningful action is a key challenge highlighted by the 2025 Sustainable Travel Report. Booking.com, as a leading travel platform, plans to feature accommodations with reputable sustainability certifications and provide training and guidance to its accommodation partners to support these efforts. As more travelers express a desire to make sustainable choices, the focus is shifting towards turning intent into impact. The industry will need to innovate and adapt to keep pace with travelers’ evolving preferences for responsible and sustainable travel in the years to come.
