Research Reveals Indian Travellers Are Embracing Sustainable Tourism

Across the world, travellers are increasingly adopting sustainable tourism practices. In line with this year's World Environment Day theme, "Ending Global Plastic Pollution," Booking.com’s 10th edition of its "Travel & Sustainability Report 2025" highlights how Indian travellers are making conscious choices. These choices include reducing waste, opting for greener transportation, and guiding the industry toward a more sustainable future.

Travellers Are Making Conscious Choices

According to the report, a significant majority (87 per cent) of Indian travellers are willing to travel sustainably in the next 12 months, showing a growing awareness of their individual impact. Many are planning to adopt more responsible habits during their upcoming trips, indicating a clear shift toward everyday actions that support long-term sustainability.

The study found that, of the people surveyed, 52 per cent plan to use greener transportation, 51 per cent aim to reduce waste, and 50 per cent will focus on energy savings. Additionally, 45 per cent are committed to reducing water usage during their travels.

Beyond operational considerations, conscious choices regarding wildlife and food are gaining traction. Specifically, 48 per cent intend to avoid activities that harm wildlife, 49 per cent prioritise sustainable accommodations, and 49 per cent are willing to make more mindful food choices. This shift towards conscious decisions about wildlife, food, and lodging reflects a growing commitment to responsible travel practices.

Green Preferences

Travellers are increasingly looking for clarity and control when it comes to making sustainable travel choices. There is a growing preference for booking platforms that provide transparent, consistent labeling and easy filtering for sustainable options.

The report indicates that Indian travellers are eager to filter their travel bookings based on sustainability. Specifically, 75 per cent want to focus on sustainable tours and activities, 74 per cent on accommodations, 72 per cent on rental cars, and 69 per cent on flights. Additionally, 71 per cent believe that all travel platforms should utilise consistent sustainability labels. Moreover, 72 per cent of respondents stated they would feel more comfortable flying if their flights had lower emissions.

Although 61 per cent of Indian travellers view certified sustainable options as potentially more expensive, many show a clear willingness to opt for greener alternatives when available. When presented with more sustainable options on a travel website, 29 per cent are most likely to choose more sustainable accommodations, followed by tours and activities at 26 per cent, electric or hybrid rental cars at 15 per cent, lower-emission flights at 14 per cent, and electric or hybrid taxis at 14 per cent.

Top 10 Destinations Indians Are Travelling To

The Booking.com Travel & Sustainability Report 2025 highlights a list of destinations in India and around the world, ranging from the vibrant atmosphere of Goa to the stunning shores of Lake Geneva, that offer a variety of accommodations with reputable third-party sustainability certifications. These destinations were chosen for having the highest percentage of properties with independent third-party sustainability certifications, although they are not ranked.

Places in India

• Kanha, Madhya Pradesh

• Khawasa, Madhya Pradesh

• Panaji, Goa

• Agra, Uttar Pradesh

• Jodhpur, Rajasthan

• Hyderabad, Telangana

• Candolim, Goa

• Bengaluru, Karnataka

• Mumbai, Maharashtra

• Pune, Maharashtra

Top 10 International Destinations

• Winnipeg, Canada

• Den Haag, Netherlands

• Hamburg, Germany

• Ankara, Tükiye

• Geneva, Switzerland

• Aarhus, Denmark

• Puebla, Mexico

• Newcastle, United Kingdom

• Seoul, South Korea

• Roanoke, United States

Growing Trend

Recent studies indicate a growing preference for sustainable tourism among global travellers. A significant percentage of travellers express interest in choosing sustainable accommodations, activities, and transportation options, driven by a desire to reduce their environmental impact and support local communities.

In 2024, Statista published a report showing that over 80 percent of global travellers consider sustainable travel to be important.

Additionally, a study conducted by Trip.com Group, a leading global travel service provider, revealed that while awareness of sustainability is increasing among travellers, there remains a gap between awareness and actual practices. The report, which surveyed 9,867 respondents from 109 countries and territories—including those in the Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), North America (NORAM), and Latin America (LATAM)—found that although 92 per cent of travellers may consider sustainable travel, only 56.9 per cent report having practiced it.