Around 76% of respondents want to travel sustainably over the next 12 months. But costs are also influencing travel decisions, according to the report.
Demand for sustainable travel is surging in 2026, with the global market for eco-tourism and responsible travel poised to grow at a CAGR of 17.3% through 2033. Recent studies indicate that over 55% of global travelers now actively seek out sustainable options, such as carbon-offset flights, plastic-free hotels, and "slow travel" rail journeys. This shift is largely driven by Millennials and Gen Z, who prioritize authenticity and environmental impact over traditional luxury. Travelers are increasingly aware of the negative effects of "overtourism" and are choosing off-the-beaten-path destinations that support local communities rather than massive international chains. In 2026, this has led to a rise in "regenerative travel," where tourists participate in local conservation efforts. Despite the often higher upfront costs of eco-friendly technologies, the paradigm shift toward ethical travel is becoming a permanent fixture of the global tourism economy.
With a growing awareness of climate change people are becoming more environmentally conscious. According to the source, as of February 2022, 81 percent of travelers worldwide believe that sustainable travel is important.
Travel and tourism are bouncing back from Covid-19 and are expected to reach $17 trillion by 2027. The increasing demand for sustainable tourism is not limited to eco-warriors who choose niche experiences and exclusive sustainability offerings.
87% of travelers want to travel more sustainably. 39% of travelers always manage to actually keep it sustainable. 43% said that “never, rarely or sometimes” manage to travel in a sustainable way.
Definition of Sustainable Tourism Negative impacts to a destination include economic leakage, damage to the natural environment and overcrowding to name a few.
Electric bike tours, carpooling, and even electric camper vans are all the rage. These modes of transportation reduce your carbon footprint and offer unique opportunities to explore the world at a slower, more intimate pace.
Cycling and Walking Cycling is thought to be one of the most simultaneously efficient and earth-friendly modes of transportation, due to the synergy of body power and engineering.
Nature tourism or ecotourism is a type of environmentally friendly tourism. Nature tourism is a subvariant of responsible tourism which focuses on areas of nature and wilderness, environmental conservation, and leisure activities involving nature.
The Six Senses Resort in Fiji is a five-star luxury resort that operates in accordance with sustainable tourism principles. For instance, the resort is entirely powered by solar energy, and it includes its own rain capture and water filtration facilities, helping to reduce the use of plastic bottles.
As a tourist you have a responsibility to protect the natural environment you are visiting so that future generations can enjoy it as you have. This means following footpaths rather than stomping through unspoilt habitat, disposing of litter correctly, and trying to reduce using single-use plastic when you can.
What motivates millennials to travel. “Millennials tend to be driven very much by experiences,” said Roeschke. Millennials, along with Gen Zs, are more likely to spend money on experiences than on consumer goods (46% vs. 37%), according to American Express Travel's 2023 Global Travel Trends Report.