Sustainable travel is no longer shaped by one region alone. It’s a truly global conversation.
Travellers, destinations, and tourism businesses worldwide are redefining success by how tourism grows, who it benefits, and how it protects people and places.
Recent global research shows this evolution clearly:
- 84% of global travellers say travelling sustainably is important to them (Booking.com survey, 2025)
- More than half of travellers are now conscious of tourism’s impact on local communities as well as the environment (Booking.com survey 2025)
- More and more accommodations worldwide now display sustainability badges on major online booking platforms. (Booking.com sustainable travel report 2023)
But how are priorities shifting across different regions? Understanding this is critical for travel and tourism businesses with global reach. We’ve taken a look at some of the key priorities in different areas.
Europe: Managing Pressure, Preserving Places
In many mature European destinations, especially those where tourism takes place year-round, sustainability is tied to balance rather than just growth. For many, the priority is managing the impact of large visitor numbers on the local environment and community. What’s more, travellers now expect responsible tourism practices to be embedded into their holiday as standard (Booking.com sustainable travel report 2023).
European destinations are increasingly focusing on managing where and when visitors travel to reduce pressure on hotspots, and putting local residents and businesses at the centre of decisions about how tourism operates in their area.
Asia and the Pacific: Planning for Sustainable Growth
From Southeast Asian island nations to China’s urban hubs, sustainability is developing alongside rapid tourism growth. Destinations are increasingly embedding sustainability into tourism planning as part of long‑term strategic growth.
At last year’s UN Tourism Regional Commission, discussions centred around prioritising ecosystem protection in biodiverse regions, integrated planning for new infrastructure, and ensuring local communities share in the economic benefits of tourism. The region shows that sustainability doesn’t have to slow growth down, but it must evolve with it as demand increases.
Africa: Conservation and Community Value
Across Africa, sustainable tourism is closely linked to community wellbeing and wildlife conservation. From protecting wildlife and natural habitats to supporting rural livelihoods, tourism creates shared value for both local communities and visitors. Recent reporting from Travel and Tour World points to growing global demand for nature-based and culturally-rooted experiences, strengthening long-term tourism prospects across the continent.
Emerging data shows robust growth in African tourism prospects, reflecting a rising global interest in experiences grounded in nature and local culture.
The Americas: Climate and Responsible Growth
In North and South America, sustainability is increasingly linked with climate impact and resilience. According to the World Travel & Tourism Council (2024), emissions are being more closely monitored and reduced across multiple countries, demonstrating that travel and tourism can continue to grow while lowering their environmental footprint.
Across the region, destinations are focusing on adapting to climate risks, protecting water and ecosystems, and supporting cultural heritage through tourism. Together, these efforts reflect a broader shift: travel and hospitality are being recognised not only as economic drivers, but as climate-aware industries with a responsibility to support long-term environmental and cultural resilience.
Small Island Destinations: Sustainability as Survival
For island economies, from the Caribbean to the Pacific, sustainability isn’t a trend — it’s a necessity. Tourism fuels local economies, but rising sea levels, coastal erosion and fragile ecosystems make climate resilience a matter of survival. Research from the Intergovernmental Panel on Climate Change (2023) shows that tourism in Pacific small island developing states is already being significantly affected by climate change, underscoring the need for urgent adaptation.
In response, many islands are investing in client-resilient infrastructure, protecting local nature such as coral reefs, and integrating community wellbeing into their tourism planning. When sustainability is tied to survival, it becomes a foundation for long-term success.
Sustainability in travel is no longer regional; it is global and deeply interconnected. Travel businesses around the globe are aligning their strategies with traveller expectations while adapting to local environmental and social realities in the destinations where they operate.
By working in partnership with destination and communities, and using credible data and sustainability certification to demonstrate progress, the travel industry is increasingly embedding sustainability across all areas of its operations, rather than treating it as a regional add-on.
