Majority Of Travellers Want Sustainable Options, Study Finds

Backpacker takes a local-guided tour of rice fields in Tegallalang, Indonesia. Photo by Jamie Fenn.
Backpacker takes a local-guided tour of rice fields in Tegallalang, Indonesia. Photo by Jamie Fenn.

As people around the world plan their upcoming trips and vacations, they are increasingly searching out and paying up for more sustainable travel options, according to’s 2023 Sustainable Travel Report:

“Travelers are rethinking what ‘value’ means to them, from carving out regenerative experiences to finding more meaningful ways to spend their money.”

  • The report surveyed over 33,000 people across 35 countries and territories. All respondents are at least 18 years old, have travelled in the past 12 months, are planning to travel again in 2023, and are either the primary travel plan decision-maker or are involved in travel plan decision-making.

Consumers Take Action

A promising trend has emerged over the eight years that has been conducting the survey: Traveller mindsets and actions are shifting towards more earth-friendly options and ways to support local economies.

  • 76% of respondents want to travel more sustainably over the coming 12 months
  • 43% of respondents would be willing to pay more for sustainable travel options
  • 69% of respondents want their tourism money to fuel the local economy of their travel destination

Many people also want to be able to filter attractions, accommodations and more by sustainable certifications and features, and are themselves making simple everyday decisions to reduce their impact like opting out of daily room cleanings, taking transit or bikes instead of cars.

People ride a river boat in Dahme-Spreewald, Germany. Photo by Philippe Oursel.

Progress Takes Time

Between rising living costs and prohibitive prices for eco-friendly travel options, it may take some time for globe-trotting to be a genuinely sustainable activity.

  • Many travellers (49%) think sustainable travel options are too expensive, but 42% would be encouraged by receiving reward points for making more sustainable choices.

But, as the report points out, “Ultimately, building a truly sustainable industry will take time, but progress is underway to ensure that it’s becoming easier for everyone to experience the world in a more mindful and responsible way.”

Read the full report

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