Booking.com’s 2025 research underscores an increasing awareness among travelers about their influence on local communities and the environment, with over half of the respondents acknowledging the impact of tourism on these areas.

The latest research conducted by Booking.com in 2025 has revealed a significant shift in traveler perceptions regarding sustainability. A majority are now aware of their impact on local communities and the environment. This marks the first time that over half of the participants (53%) have shown an understanding of tourism’s influence on these areas.

The study, which is the 10th edition of Booking.com’s annual research, delved into consumer attitudes and intentions concerning the social and ecological implications of travel. The findings reflect a growing discussion on the repercussions of tourism on destinations. Interestingly, more than half of the travelers (57%) believe that tourism positively influences where they live. However, they also emphasized the need for adequate adjustments to ensure the healthy growth of destinations and their continued enjoyment by all.

On the flip side, travelers highlighted some challenges they face as residents, including traffic congestion (38%), littering (35%), overcrowding (30%), and rising cost of living (29%). Despite these concerns, only a small fraction (16%) of travelers think that limiting tourist numbers in their home destination is the solution. Instead, they stressed the necessity for community investment and the improvement of amenities like transportation (38%), waste management (37%), and environmental conservation (32%).

The research also highlights that travelers are consciously considering ways to minimize their impact on the destinations they visit. It includes seeking advice on travel during off-peak times (39%) and opting for alternative destinations to avoid overcrowding (36%). Over the past decade, this shift in awareness levels and priorities shows how sustainable travel has become more crucial for travelers when planning their trips.

According to Danielle D’Silva, Director of Sustainability at Booking.com, tourism, infrastructure, and innovation need to keep pace with travelers’ good intent to ensure that destinations continue to be enjoyed by locals and visitors alike. She added, “As a leader in the travel industry, we want to make it easier for both travelers and partners to feel confident that the choices they make are helping contribute positively to the destinations they visit.”

The potential for AI and other technologies to promote sustainable travel is also promising as we look to the future. These technologies aim to facilitate connections with a more diverse range of local communities and help spread tourism’s positive benefits more broadly.