Booking.com | No to limiting tourists, yes to infrastructure investments

53% of international travelers are now aware of the impact of tourism not only on the environment, but also on local communities. This conclusion emerges from the 10th edition of Booking.com’s annual survey, which explores consumer attitudes and intentions regarding the social and ecological impact of travel.

The remaining conclusions:

Local communities see the benefits, but also the challenges of tourism
57% believe that tourism has a positive impact on their place. However, residents point to issues such as traffic congestion (38%), pollution (35%), overpopulation (30%), and the increase in the cost of living (29%).

No to limiting visitors – Yes to investing in infrastructure
Only 16% support limiting the number of tourists. Instead, the majority want improvements in transportation (38%), waste management (37%) and environmental protection (32%).

Travelers want to “leave a place better than they found it.”
69% want to have a positive impact on the destinations they visit, while 73% want the money they spend to directly benefit the local economy. 77% seek authentic experiences, connected to local culture.

Environmental habits are now becoming routine
Sustainability is important to 84% of travelers. Since 2016, awareness has increased dramatically: from 42% who believed they were traveling sustainably, we reached 93% in 2025. Practices such as turning off the heating/air conditioning when they are away are implemented by 67% of travelers.

Technology and innovation for sustainable tourism
Booking.com invests in technologies that enhance responsible choices, highlighting accommodations with independent sustainability certifications and promoting the integration of local communities into the tourism cycle.

Methodology

The survey was conducted in January 2025 among 32,000 travelers from 34 countries. Participants were 18+ who traveled at least once in the previous year and plan to travel in 2025.

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