AMSTERDAM—Booking.com released the 10th edition of its annual research exploring consumer attitudes and intentions with regards to the social and ecological impact of travel. With insights from 32,000 travelers 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 travelers (53 percent) are now conscious of travel’s impact on communities as well as the environment, and that two thirds (69 percent) 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 travelers and locals. The report reveals that while more than half (57 percent) 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 percent) of travelers believing there is the right amount of tourism where they live, as residents they highlight some of the common challenges they face related to tourism including: traffic congestion (38 percent), littering (35 percent), overcrowding (30 percent) and rising cost of living (29 percent).
Despite these concerns, only a small number (16 percent) of travelers 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 percent), waste management (37 percent), and environmental conservation (32 percent) 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 travelers share a positive sentiment, saying that the tourists they see at home often or always respect local customs and traditions (53 percent), as well as support local businesses (54 percent). While this still highlights room for improvement, it does correlate with their own intentions for travel, with 73 percent wanting the money they spend to go back to the local community, and 77 percent seeking authentic experiences representative of local culture.
More Mindful Habits Becoming Mainstream
Globally, in 2025, traveling more sustainably remains important for most travelers (84 percent). 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 percent) of global travelers believed they traveled more sustainably. By 2025, 93 percent of global travelers say they want to make more sustainable travel choices and to some extents 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 travelers 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 travelers think of influencing the impact of their trips. In 2020, 43 percent of travelers said they turned off the air conditioning/heater in their accommodation when they weren’t there, and by 2023 this was up to 67 percent. This year’s research shows that behaviors relating to community and economic impact now sit alongside these environmental choices, with travelers 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 percent) or visiting alternative destinations to avoid overcrowding (36 percent).
