Booking.com has released the 10th edition of its annual research into consumer attitudes and intentions regarding the social and ecological impact of travel. Based on responses from 32,000 travellers across 34 countries, the report finds that for the first time, more than half (53%) are now aware of travel’s impact on communities and the environment, while 69% want to leave destinations in a better condition than when they arrived.
Conducted online in January 2025, the research includes perspectives from respondents not only as travellers but also as residents. While 57% believe tourism has a positive impact where they live, the findings indicate that changes are needed to allow destinations to develop at a sustainable pace.
Just under half (48%) of travellers feel tourism levels are appropriate where they live. As residents, they identify challenges such as traffic congestion (38%), littering (35%), overcrowding (30%) and rising cost of living (29%).
Only 16% of respondents support limiting visitor numbers in their home area. Instead, most favour investment in infrastructure, with improved transportation (38%), waste management (37%) and environmental conservation (32%) identified as priorities.
When asked about visitor behaviour in their home locations, 53% of respondents say tourists often or always respect local customs, and 54% observe support for local businesses. This is consistent with their own travel intentions: 73% want their spending to benefit local communities, and 77% seek experiences representative of local culture.
In 2025, 84% of global travellers say sustainable travel remains important. In 2016, 42% believed they were travelling more sustainably; by 2025, 93% report wanting to make more sustainable choices and to some extent already doing so. Over the past decade, there have been changes in awareness and behaviour, particularly relating to waste and energy use.
In 2020, 43% said they turned off air conditioning or heating in their accommodation when not present; this rose to 67% by 2023. The 2025 findings show that travellers are also considering their social and economic impact. Reported actions include seeking travel advice for different times of the year (39%) and visiting less crowded destinations (36%).
“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,” said Danielle D’Silva, director of sustainability at Booking.com.
“As we look to the future, we are also optimistic about the potential for AI and other technology to play a role. We ultimately want to make it easier for travellers to connect with a more diverse range of local communities and help spread the positive benefits of tourism more broadly.”
