A shift towards sustainable travel: combating overtourism and promoting responsible tourism
Tourists reassessing their influence: Shift from escalating rents to conservation efforts in tourist destinations
Tourists today are becoming increasingly conscious of the impact of travel on both the environment and local communities. This is the key takeaway from Booking.com's 2025 Sustainable Travel Report. In this tenth edition, the report highlights that more than half of all travelers are now mindful of tourism's footprint, signifying a potential revolution in responsible travel.
Based on the insights of over 32,000 participants from across 34 countries, the report reveals a growing interest in soothing the environmental and social consequences of exploring new destinations. Are travelers' good intentions enough to make a difference? Let's dive in to find out!
Sustainable sightseeing: more than just green practices
Nearly 93% of survey respondents, representing thousands of individuals across six continents, declared their desire to make more responsible choices when traveling. This is a significant increase when compared to 2016 figures. Simple actions, such as turning off air conditioning or avoiding crowded hotspots, have caught on, proving that sustainable tourism has entered the mainstream.
However, the report reveals a disconnect between intentions and actions. Approximately one-third of respondents have witnessed rising living costs in their home destinations due to tourism. Yet only 16% believe that capping visitor numbers would be the most effective solution. On the contrary, many travelers advocate for investments in waste management, public transport, and conservation to counteract the effects of overtourism.
A focused effort: accommodating the evolving traveler
Some popular destinations are actively adapting to tourists' shifting priorities. For instance, Chile is actively courting "responsible high-spend tourists" by expanding protected areas, supporting rewilding projects, and investing in eco-friendly travel options.
The fragile ecosystems of the Galapagos Islands are under immense pressure from tourism. In response, some cruise operators are rethinking their business models by prioritizing sustainable activities and reminding guests of the impact their actions have on the environment. The islands have also increased entry fees to curb the impact of overtourism.
Strained tourist hotspots: managing the influx
Venice has reintroduced its day-tripper tax in 2025 to manage the flood of tourists that strain its historic core. Visitors who fail to pay may face hefty fines. Last summer, the number of tourist beds in Venice actually surpassed the number of residents.
Spain has experienced a rise in anti-tourism sentiments, with destinations like Barcelona, Mallorca, and Tenerife seeing local protests against short-term rentals, noise, and congestion. Governments have been slow to address these issues, with changes being implemented piecemeal.
In conclusion, the 2025 Sustainable Travel Report underscores the challenge of aligning evolving traveler awareness with practical and accessible action. As more travelers want to make sustainable choices, the question is whether these intentions will translate into impactful changes in the upcoming years.
- Sustainable travel
- Tourism
- Tourism trends
- Overtourism
- Sustainability
Enrichment Data:
Popular travel destinations are implementing diverse strategies to combat overtourism while promoting sustainability, focusing on regulatory measures, community engagement, and infrastructure improvements:
Regulatory Restrictions and Financial Deterrents
- Visitor caps and fees: Venice introduced a €10 day-tripper tax in 2025 and charges air passengers €2.50 per flight, while the Galapagos doubled entry fees. Amsterdam restricts short-term rentals and imposes tourist taxes.
- Short-term rental regulations: Policies targeting platforms like Airbnb include strict renting guidelines and caps on rental numbers to curb housing shortages.
Community-Centered Tourism Models
- Participatory planning: Bali’s village tourism approach empowers locals through cultural preservation and revenue-sharing initiatives.
- Anti-tourism protests: In Barcelona and Tenerife, resident-led movements pressure governments to address noise, congestion, and housing affordability linked to tourism.
Infrastructure and Destination Diversification
- Decentralized tourism circuits: Developing alternative routes (e.g., eco-trails in Chile) spreads visitors beyond hotspots.
- Eco-friendly transport: Investments in sustainable transit networks reduce congestion in high-traffic zones.
Promotion of Alternative Tourism
- Ecotourism and rewilding: Chile targets "responsible high-spend tourists" by expanding protected areas and funding conservation projects.
- Seasonal incentives: Off-season discounts and cultural events aim to redistribute tourist demand.
| Strategy | Example Locations | Key Measures ||--------------------|-------------------------|-------------------------------------------|| Visitor Caps | Venice, Galapagos | Entry fees, daily limits || Rental Regulations| Amsterdam, Barcelona | Airbnb restrictions, permits || Ecotourism | Chile, Galapagos | Rewilding, conservation-focused itineraries|| Infrastructure | Various European cities | Eco-transport, waste-to-energy systems |
- The 2025 Sustainable Travel Report reveals a rising interest among tourists in making responsible choices when traveling, with nearly 93% of participants expressing this intention.
- Many popular destinations are adapting to this shift by implementing regulatory measures, such as introducing fees and visitor caps, to combat overtourism and promote sustainability.
- For example, Venice has reintroduced a day-tripper tax and increased entry fees to manage the influx of tourists, while some cruise operators in the Galapagos Islands are prioritizing sustainable activities and reminding guests about the environmental impact of their actions.
- A notable example of community-centered tourism is Bali’s village tourism approach, which empowers locals through cultural preservation and revenue-sharing initiatives.
- Infrastructure improvements, like developing alternative routes and investing in sustainable transport networks, can also help reduce congestion in high-traffic zones and decentralize tourism.
