73% of travelers say they want their spending to directly support the local economy.
Booking.com first started conducting research on consumer attitudes about traveling more sustainably in 2016. The latest data from 2025 shows a shift in traveler perceptions. According to its most recent 2025 findings, travelers’ understanding of sustainability is broadening. For the first time, a majority (53%) now consider the social effects of tourism on local communities just as important as environmental concerns.
Although 57% believe tourism brings benefits to their area, many also point out its downsides such as increased traffic, litter, overcrowding, and a higher cost of living. Interestingly, only 16% of respondents support limiting the number of visitors in their hometowns. Instead, there’s a stronger call for greater investment in local infrastructure to help manage tourism’s impact.
The desire to give back to host communities is also growing. About 73% of travelers say they want their spending to directly support the local economy, and 69% aim to leave destinations in a better condition than they found them.
