Sustainable Tourism Market Research Report: By Tourism Type (Ecotourism, Cultural Tourism, Adventure Tourism, Wellness Tourism), By Service Type (Transportation, Accommodation, Food and Beverage, Activities and Experiences), By Consumer Segment (Individual Travelers, Family Travelers, Corporate Travelers, Group Travelers), By Travel Purpose (Leisure, Business, Educational, Volunteer) and By Regional (North America, Europe, South America, Asia Pacific, Middle East and Africa)- Forecast to 2035

Sustainable Tourism Market Overview

Sustainable Tourism Market Size was estimated at 139.21 (USD Billion) in 2023.The Sustainable Tourism Market Industry is expected to grow from 150.32(USD Billion) in 2024 to 350 (USD Billion) by 2035. The Sustainable Tourism Market CAGR (growth rate) is expected to be around 7.98% during the forecast period (2025 - 2035).

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Key Sustainable Tourism Market Trends Highlighted

Rising consumer awareness and a rising desire for environmentally responsible travel choices are driving notable developments in the Global Sustainable Tourism Market. Today's travellers are increasingly aware of their environmental impact, hence driving companies to follow sustainable policies. Government regulations encouraging sustainable tourism projects meant to reduce environmental effects and protect local traditions help to facilitate this change. Among the possibilities in the market are the growth of eco-conscious hotels, nature-based activities, and sustainable travel packages tailored to the tastes of modern travellers. Furthermore, technology is essential as developments in booking systems highlighting sustainable choices for travellers help consumers choose environmentally responsible solutions.

Contemporary trends also underline the need for local experiences and community-based tourism, where visitors are urged to interact with local cultures sensibly and help local businesses. These encounters not only improve the traveler's experience but also promote cultural interchange and awareness. Responsible tourism practices are becoming increasingly in the limelight as towns and nations enforce laws to protect their natural and cultural assets. The rising popularity of wellness tourism, which stresses health-conscious choices and relaxing techniques, also fits with sustainable travel ideas, providing a complete approach to visitor well-being.

Consumer desire for sustainability, government backing, and creative ideas show a strong movement toward more responsible and eco-friendly travel practices worldwide.

Sustainable Tourism Market Drivers

Increasing Consumer Awareness and Demand for Eco-Friendly Travel

Consumer knowledge of climate change and environmental concerns in the Global Sustainable Tourism Market is noticeably growing, driving more demand for eco-friendly travel choices. A poll done by a worldwide travel firm reveals that 74% of passengers are more inclined to reserve a sustainable travel experience than they were three years ago, indicating a notable change in consumer behavior. This movement has driven companies to include sustainable practices in their operations.

Emphasizing the need for travel businesses to embrace greener practices, organizations such as the United Nations World Tourism Organization (UNWTO) are actively supporting sustainable tourism projects as consumers want to reduce their carbon impact when visiting other places. This increased awareness promises to drive expansion in the Global Sustainable Tourism Market.

Government Policies Promoting Sustainable Practices

Government initiatives meant to encourage sustainable tourism practices greatly propel expansion in the Global Sustainable Tourism Market Industry. Many countries are enacting rules giving sustainability top priority to support their tourist industries. The European Union, for example, has set lofty goals to cut carbon emissions by at least 55% by 2030, which includes actions to support sustainable tourist projects. Often, part of these projects are tax incentives for green companies and money awards to build environmentally friendly infrastructure.

Such government assistance not only opens the path for sustainable practices but also motivates the tourist sector to conform to these rules, hence promoting market expansion.

Focus on Community Tourism and Local Experiences

Emphasis on community tourism and local experiences is driving notable expansion in the Global Sustainable Tourism Market. Travelers are increasingly looking for genuine experiences that let them engage themselves in local cultures and help community growth. Industry knowledge indicates that as many as 85% of tourists are interested in participating in activities that directly help the local community. While encouraging cultural interactions, organizations like the Global Sustainable Tourism Council (GSTC) push for ethical travel practices supporting the local economy.

This change towards community involvement is anticipated to improve the travel experience and may also significantly expand the Global Sustainable Tourism Market.

Sustainable Tourism Market Segment Insights

Sustainable Tourism Market Tourism Type Insights

The Global Sustainable Tourism Market is experiencing substantial growth, driven by a rising awareness of environmental as well as cultural impacts. By 2024, the overall market is projected to hold a value of 150.32 USD Billion, expected to expand significantly to 350.0 USD Billion by 2035. This increase is reflective of the evolving preferences of travelers who are now more focused on responsible and sustainable travel methods. Within this market, the segmentation based on Tourism Type plays a crucial role, with distinct areas such as Ecotourism, Cultural Tourism, Adventure Tourism, and Wellness Tourism each contributing greatly to the overall revenue. In 2024, Ecotourism is anticipated to be valued at 30.0 USD Billion, and it is expected to escalate to 70.0 USD Billion by 2035. This segment caters to environmentally-conscious travelers seeking authentic experiences in nature, promoting conservation and benefiting local communities, which is increasingly becoming vital in global tourism considerations. In parallel, Cultural Tourism value is projected at 40.0 USD Billion in 2024, with a considerable rise to 90.0 USD Billion by 2035. This sector allows visitors to immerse themselves in unique cultural experiences, enhancing appreciation for heritage and traditions around the world, thereby fostering a deeper connection with local populations. Moreover, Adventure Tourism holds a substantial market position, valued at 25.0 USD Billion in 2024 and projected to grow to 60.0 USD Billion by 2035. This niche appeals to thrill-seekers and individuals looking for unique experiences that challenge them while simultaneously promoting sustainable practices in less-traveled areas. On the other hand, Wellness Tourism is the dominant segment of the market, valued at 55.32 USD Billion in 2024 and expected to reach 130.0 USD Billion by 2035, clearly indicating its significant appeal among global tourists. This category encompasses various wellness retreats and health-focused travel experiences, tapping into the increasing demand for health and wellness activities among travelers of all demographics.The increasing demand for these tourism types is reshaping the Global Sustainable Tourism Market. Ecotourism is gaining traction as travelers prioritize natural conservation, while Cultural Tourism promotes cultural exchange and appreciation, which is critical in a globalized society. Adventure Tourism continues to rise as more people seek new experiences that go beyond the typical tourist offerings, and Wellness Tourism resonates strongly with health-conscious consumers. The interplay between these segments is vital as they collectively change the landscape of the tourism industry towards a more sustainable future. The Global Sustainable Tourism Market data signifies a transformation driven by a significant need for environmental and cultural awareness, with each of these tourism types playing a pivotal role in its evolution.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Sustainable Tourism Market Service Type Insights

The Global Sustainable Tourism Market is witnessing significant growth, with expectations to value at 150.32 USD Billion in 2024 and further increase towards 350.0 USD Billion by 2035. Within this market, the Service Type segment plays a crucial role, encompassing various offerings such as Transportation, Accommodation, Food and Beverage, and Activities and Experiences. Transportation is vital for promoting eco-friendly travel, as it contributes to lowering carbon footprints by offering sustainable options like electric vehicles and public transit solutions.Accommodation providers are increasingly focusing on green practices, making significant strides in energy efficiency and waste reduction to attract environmentally-conscious travelers. The Food and Beverage segment emphasizes farm-to-table experiences and sustainable sourcing, catering to a growing demand for ethical dining. Activities and Experiences focus on responsible tourism, promoting local culture while ensuring minimal environmental impact. This diverse range of services in the Global Sustainable Tourism Market is crucial as consumers prioritize sustainability in their travel choices, driving market growth and shaping industry practices aligned with preserving both natural resources and cultural integrity.

Sustainable Tourism Market Consumer Segment Insights

The Global Sustainable Tourism Market, particularly within the Consumer Segment, is experiencing notable growth as travelers become increasingly aware of their environmental impact. In 2024, the market is projected to be valued at 150.32 USD Billion, reflecting a significant shift in consumer preferences towards sustainable travel options. Individual Travelers make up a major part of this consumer base, seeking personalized experiences that align with their values. Family Travelers, on the other hand, prioritize activities that allow them to engage with nature and educate their children about conservation.Corporate Travelers are also focusing on sustainable practices, driven by corporate social responsibility initiatives that boost their brand image and appeal to eco-conscious clients. Group Travelers increasingly prefer eco-friendly accommodations and activities that enhance group bonding while minimizing their carbon footprint. This diversification in travel preferences illustrates the market's segmentation, highlighting key drivers such as increased environmental concerns and a demand for authentic experiences. The market's growth is supported by growing awareness of sustainability and the availability of innovative travel solutions that cater to these evolving consumer demands.

Sustainable Tourism Market Travel Purpose Insights

The Global Sustainable Tourism Market, particularly within the Travel Purpose segment, plays a crucial role in shaping tourism trends worldwide. As of 2024, the market is valued at 150.32 USD Billion and is forecasted to experience substantial growth. The major categories under Travel Purpose include Leisure, Business, Educational, and Volunteer travel, each contributing uniquely to market dynamics. Leisure travel dominates the segment, reflecting a growing consumer interest in experiencing sustainable practices while enjoying vacation activities.Business travel also holds significant weight, as companies increasingly prioritize eco-friendly practices during corporate trips. Educational travel embraces the trend of learning through experience, fostering cultural awareness, and sustainability among students and young travelers. Volunteer tourism continues to gain traction, encouraging altruistic engagements while promoting environmental and social causes. Collectively, these categories showcase the versatility and importance of the Global Sustainable Tourism Market, with consumers increasingly favoring responsible travel options.Market growth is supported by rising awareness of climate change and a burgeoning interest in experiences that align with sustainable practices, revealing opportunities for innovative offerings that cater to discerning travelers.

Sustainable Tourism Market Regional Insights

The Global Sustainable Tourism Market has shown substantial growth across various regions, significantly contributing to the overall market. In 2024, North America is set to hold a substantial market value of 40.0 USD Billion, indicating its major role in promoting sustainable tourism practices, which resonates with the population's increasing consciousness toward environmental impacts. Europe follows closely with a market value of 50.0 USD Billion, driven by robust policies and a strong commitment towards sustainable development, positioning it as a dominant player in this sector.The Asia-Pacific (APAC) region, valued at 35.0 USD Billion, reflects an emerging trend where countries are focusing on eco-friendly tourism to cater to a growing number of environmentally aware travelers. South America, despite its smaller valuation of 15.0 USD Billion, has immense potential for growth, offering rich biodiversity and cultural experiences that attract sustainable tourists. Meanwhile, the Middle East and Africa (MEA) segment, while currently valued at 10.32 USD Billion, is gaining traction through investments in eco-tourism initiatives that appeal to both local and international markets.The significance of these regions lies in their commitment to promoting sustainable practices, thus driving the Global Sustainable Tourism Market statistics and segmentation trends.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Sustainable Tourism Market Key Players and Competitive Insights:

The Global Sustainable Tourism Market has gained significant traction as consumers increasingly favor eco-friendly and socially responsible travel options. As environmental awareness and sustainable practices become integral to travel decisions, various players compete vigorously to align their offerings with the growing demand for sustainability. This market features a diverse array of companies, each striving to capture a share by innovating and differentiating themselves through sustainable practices. Competitive insights indicate that collaboration with local communities, investments in renewable resources, and promotion of unique, low-impact experiences are central to many companies' strategies. As corporate sustainability mandates evolve, the competitive landscape focuses on optimizing technological solutions that enhance customer experiences while championing environmental conservation.Booking Holdings has established a notable presence in the Global Sustainable Tourism Market, leveraging its extensive portfolio of travel booking platforms. The company emphasizes a commitment to sustainability by incorporating eco-friendly options and transparency with users about the environmental impact of their travel choices. Booking Holdings excels in using technology to curate experiences that appeal to environmentally conscious travelers, thus enhancing its brand reputation. Its robust data analytics capabilities allow for personalized recommendations, which further engage and retain customers. The company effectively collaborates with local partners to promote sustainable tourism, ensuring a positive socioeconomic impact in the destinations they serve. Booking Holdings' continuous innovation in sustainability standards further strengthens its competitive position within the market.Cox and Kings operates with a focus on enriching global travel experiences while maintaining sustainable practices in the Global Sustainable Tourism Market. The company offers tours that are meticulously curated around cultural immersion and environmental consciousness. Cox and Kings has strengthened its market presence through strategic mergers and acquisitions that widen its service offerings and enhance its geographical reach. By introducing a variety of services, including eco-tours and sustainable travel packages, the company appeals to a diverse clientele. Its dedication to responsible tourism practices not only reflects in its product offerings but also through initiatives that contribute positively to the communities it operates in. Cox and Kings' comprehensive approach to sustainability, along with its established brand legacy, positions it as a significant contender within the industry, appealing to travelers committed to making a positive impact through their travel choices.

Key Companies in The Sustainable Tourism Market Include

• Booking Holdings


• Cox and Kings


• Intrepid Travel


• TUI Group


• Airbnb


• Hilton Worldwide


• Travelocity


• Sustainable Travel International


• Tripadvisor


• Expedia Group


• Responsible Travel


• AccorHotels


• G Adventures


• Marriott International

Sustainable Tourism Market Industry Developments

Recent developments in the Global Sustainable Tourism Market indicate a growing commitment to eco-friendly practices among major companies. In October 2023, Airbnb announced an initiative to promote sustainable travel options on its platform, focusing on eco-friendly listings and encouraging hosts to adopt green practices. Intrepid Travel also launched a new program in August 2023 that emphasizes carbon-neutral trips and responsible wildlife tourism, aligning with global sustainability goals. As for mergers, September 2023 saw Expedia Group acquire a small sustainable travel startup to bolster its eco-tourism offerings, enhancing its competitive edge in the market. Booking Holdings is focusing on increasing its investment in sustainable travel platforms, reflecting a broader trend of responsible tourism embraced by Hilton Worldwide and Marriott International, who have committed to reducing their carbon footprints significantly. The growth of the market is further supported by increasing consumer awareness and demand for sustainable travel options, leading to enhanced valuation for companies focusing on responsible tourism. Additionally, a report from the United Nations in July 2023 highlighted a 30% increase in sustainable travel interest globally over the past two years, reinforcing the importance of environmental considerations in travel choices.

Sustainable Tourism Market Segmentation Insights

Sustainable Tourism Market Tourism Type Outlook

• Ecotourism


• Cultural Tourism


• Adventure Tourism


• Wellness Tourism

Sustainable Tourism Market Service Type Outlook

• Transportation


• Accommodation


• Food and Beverage


• Activities and Experiences

Sustainable Tourism Market Consumer Segment Outlook

• Individual Travelers


• Family Travelers


• Corporate Travelers


• Group Travelers

Sustainable Tourism Market Travel Purpose Outlook

• Leisure


• Business


• Educational


• Volunteer

Sustainable Tourism Market Regional Outlook

• North America


• Europe


• South America


• Asia Pacific


• Middle East and Africa

Report Scope

Report Attribute/Metric Source:	Details
MARKET SIZE 2023	139.21(USD Billion)
MARKET SIZE 2024	150.32(USD Billion)
MARKET SIZE 2035	350.0(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	7.98% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Billion
KEY COMPANIES PROFILED	Booking Holdings, Cox and Kings, Intrepid Travel, TUI Group, Airbnb, Hilton Worldwide, Travelocity, Sustainable Travel International, Tripadvisor, Expedia Group, Responsible Travel, AccorHotels, G Adventures, Marriott International
SEGMENTS COVERED	Tourism Type, Service Type, Consumer Segment, Travel Purpose, Regional
KEY MARKET OPPORTUNITIES	Eco-friendly accommodations growth, Local community engagement programs, Technology integration for sustainable practices, Increased awareness of climate change, Wellness and health tourism trends
KEY MARKET DYNAMICS	eco-friendly travel preferences, government regulations support, community involvement initiatives, technological advancements in tourism, rising awareness of climate change
COUNTRIES COVERED	North America, Europe, APAC, South America, MEA