AMSTERDAM — Booking.com has released the 10th edition of its annual research exploring consumer attitudes and intentions with regard to the social and ecological impact of travel. With insights from 32,000 travellers in 34 countries, and amid growing discussion of the impact of tourism on destinations, the research concludes that, for the first time, more than half of travellers (53 per cent) are now conscious of travel’s impact on communities as well as the environment, and that two thirds (69 per cent) now want to leave places better than when they arrived.
Booking.com’s new research takes a community-centric lens. Asking respondents not just how they travel but how they also experience inbound visitors where they live, this approach sheds light on the benefits and challenges of tourism from their perspective as both travellers and locals. The report reveals that while more than half (57 per cent) feel that tourism has a positive impact overall on the place where they live, adjustments are needed so that destinations can grow at a healthy pace and continue to be enjoyed by all.
Understanding the needs of local residents
With just under half (48 per cent) of travellers believing there is the right amount of tourism where they live, residents highlight some of the common challenges they face related to tourism including: traffic congestion (38 per cent), littering (35 per cent), overcrowding (30 per cent) and rising cost of living (29 per cent).
Despite these concerns, only a small number (16 per cent) of travellers believe that capping the number of tourists in their home destination is the answer. Instead they emphasize the need for investment in their communities with improved transportation (38 per cent), waste management (37 per cent), and environmental conservation (32 per cent) identified as the top types of support they’d like to see.
When it comes to visitor behavior where they live, more than half of travellers share a positive sentiment, saying that the tourists they see at home often or always respect local customs and traditions (53 per cent), as well as support local businesses (54 per cent). While this still highlights room for improvement, it does correlate with their own intentions for travel, with 73 per cent wanting the money they spend to go back to the local community, and 77 per cent seeking authentic experiences representative of local culture.
More mindful habits becoming mainstream
Globally, in 2025, travelling more sustainably remains important for most travellers (84 per cent). Looking back over the decade, the data shows how it has become a larger priority for many when planning trips. Back in 2016, less than half (42 per cent) of global travellers believed they travelled more sustainably. By 2025, 93 per cent of global travellers say they want to make more sustainable travel choices and to some extent have done so. In addition to increased intent, over the ten years that Booking.com has been gathering insights, there have been shifts in awareness levels, preferences and priorities when it comes to what travellers perceive as having a more positive impact on local destinations, communities and ecosystems.
During this time, many habits related to waste reduction and energy consumption have become increasingly mainstream and remain the top choices when travellers think of influencing the impact of their trips. In 2020, 43 per cent of travellers said they turned off the air conditioning/heater in their accommodation when they weren’t there, and by 2023 this was up to 67 per cent. This year’s research shows that behaviours relating to community and economic impact now sit alongside these environmental choices, with travellers consciously considering ways they can minimize the impact of the destinations they visit, whether that’s seeking advice on travel at other times of the year (39 per cent) or visiting alternative destinations to avoid overcrowding (36 per cent).
“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,” says Danielle D’Silva, director of Sustainability at Booking.com. “As a leader in the travel industry, we want to make it easier for both travellers and partners to feel confident that the choices they make are helping contribute positively to the destinations they visit. That includes surfacing hotels and accommodations with reputable third-party sustainability certifications or providing training and guidance to our accommodation partners, as well as how to best engage with local communities or reduce their usage of natural resources. 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.”
