Survey reveals 84 percent of travellers prioritises sustainable travel

Booking.com’s latest survey show how sustainable travel has moved from a niche preference to a global priority. Their 2025 report compiled input from over 32,000 travellers from 34 countries, and it showed how a large majority valued environmentally and socially responsible travel. 84% of global respondents, and 69% of those in Japan, believe it is important to travel sustainably.

This is a big shift in mindset when compared to data from 2016. At that time, only 42% of travellers globally felt they were travelling more sustainably than in the past. Today, 93% of global respondents say they want to make more sustainable travel choices, and many have already begun doing so.

Booking.com reported that one action taken is energy conservation. In 2020, 43% of global travellers said they turned off air conditioning or heating when not in their rooms. By 2023, that figure rose to 67%. Furthermore, around 73% of global travellers want their spending to directly benefit the communities they visit. Many travellers are seeking deeper, more authentic cultural experiences, with 77% say they want to engage with experiences that reflect the local culture.

But are there problems that come with tourism, particularly in Japan. Only 26% of Japanese respondents believe tourists in their region generally respect local culture and customs. 38% of respondents in Japan shared problems with traffic congestion, while 37% saw littering as an issue.

Despite the issues, only 15% in Japan agreed that limiting tourist numbers is the answer. Majority wants greater investment in local infrastructure and servicesm with priorities in improving transport systems, managing waste more effectively, and protecting the environment.

Danielle D’Silva, Director of Sustainability at Booking.com, stressed the importance of aligning tourism with local wellbeing. “To ensure that both locals and tourists can enjoy destinations in the long term, we need to evolve tourism in step with infrastructure, innovation, and travellers’ intentions,” she said.

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