A decade-long study by Booking.com has revealed a dramatic shift in attitudes toward sustainable travel, with British tourists among the most environmentally conscious globally. Olivia Palamountain reports

Booking.com has released the 10th edition of its annual Sustainability Report, exploring how consumers view the social and environmental impact of travel.

The research reveals that, for the first time, more than half (53%) of global travellers are conscious of travel’s impact on communities as well as the environment.

According to the travel giant, a remarkable 93% of British travellers say they want to travel more sustainably in 2025 - a significant leap from just 32% in 2016.

The comprehensive research, which gathered insights from 32,000 travellers across 34 countries, shows that for the first time, more than half (53%) of global travellers are now conscious of tourism's impact on local communities as well as the environment.

British travellers appear particularly mindful of their footprint, with two-thirds (66%) stating they want to leave destinations "better than they found them," while 72% are making conscious spending choices to directly benefit local economies.

"To ensure that destinations can continue to be enjoyed by both locals and visitors alike, tourism, infrastructure and innovation need to keep pace with travellers' good intent," says Danielle D'Silva, director of sustainability at Booking.com.

The report takes a community-centric approach, examining both travel habits and how residents experience incoming tourists. Despite 51% of UK travellers believing tourism positively impacts their local area, the research identified several challenges that need addressing.

Traffic congestion (35%), littering (26%), overcrowding (27%) and rising cost of living (29%) were highlighted as common tourism-related issues. However, only 14% of travellers believe capping tourist numbers is the solution.

Instead, residents emphasised the need for investment in improved transportation (30%), waste management (28%), and environmental conservation (22%) as their preferred approaches to managing tourism's impact.

The data shows sustainable practices are becoming increasingly mainstream. In 2020, 37% of travellers reported turning off air conditioning or heating when not in their accommodation, rising to 56% by 2023.

This year's research indicates travellers are now taking additional steps to minimise their impact, including seeking advice on travelling during off-peak seasons (34%) or visiting alternative destinations to avoid overcrowding (27%).

Three-quarters (75%) of travellers expressed a desire for authentic experiences representative of local culture, aligning with residents' perceptions that tourists generally respect local customs (51%) and support local businesses (56%).

"As we look to the future, we are also optimistic about the potential for AI and other technology to play a role," D'Silva adds. "We ultimately want to make it easier for travellers to connect with a more diverse range of local communities and help spread the positive benefits of tourism more broadly."

The findings suggest a significant evolution in travel attitudes over the past decade, with sustainability concerns moving from niche interest to mainstream priority among British and global travellers alike.