What is Sustainable Travel and Tourism

The act of travelling may centre around the tourist, but the aftermath involves far more components, as the effects of dreams and desires impact communities, the environment, and future generations.

Sustainable travel has seen increasing momentum and attention to combat the negative impacts of tourism on the environment (pollution, waste, carbon emissions), communities, and cultures. With growing concerns about climate change, biodiversity loss, and social inequality, travellers and the industry itself now recognise the urgency to rethink and redefine tourism for a better future. But what is sustainable travel really about?

Defining Sustainable Travel and Tourism

What is the difference between sustainable travel and sustainable tourism? Sustainable travel is individual and behavioural, while sustainable tourism is systemic and infrastructural. Media use them interchangeably, but there is a clear distinction.

The UN Environment Program and UN World Tourism Organisation define sustainable tourism in the classical three parts; environment, social, and economic issues. The industry, visitors, and local communities have rights and responsibilities to balance and consider future implications of present day actions.

Tourism creates jobs, stimulates economic development, and promotes cultural understanding. The positive impacts are undeniable, but as the industry has grown, negative aspects such as pollution and mismanaged tourism flows have spawned the need for a more sustainable approach.

Sustainable Travel Definition

Refers to the individual traveller, in relation to minimising their impact on the environment, cultures, and communities they encounter during a trip. This can mean choosing eco-friendly accommodations, reducing carbon footprints, and engaging in respectful interactions with residents.

Sustainable Tourism Definition

Encompasses a broader industry view with global, national, regional, and community level policies, strategies, and initiatives, all to ensure long-term environmental, socio-cultural, and economic health. Examples include green certifications for hotels, nature and wildlife conservation, culture and heritage preservation, and limiting overtourism to improve quality of life for permanent residents.

Terminology Related to Sustainable Tourism

To comprehend sustainable travel and tourism, we have to clarify the myriad of terms that travellers encounter. Connected to our choices, they cover everything from modes of transport to the destination, when we go, as well as what we do (or do not do) during our journeys.

Conscious Tourism – mindful decisions we can and should take when travelling. It involves environmental sustainability, cultural respect, and social responsibility.

Responsible and Ethical Tourism – focus on positive impact in relation to individual traveller behaviour.

Green tourism – choosing environmentally friendly travel activities.

Ecotourism – a responsible way of travelling in natural areas.

Check out our A-Z guide for complete coverage.

The Origins of Sustainable Tourism 

Can you recall when you heard sustainability and travel mentioned together for the first time? For the average traveller, it might sound like a recent phenomenon, but in truth, it’s been around for decades. The significance of the tourism industry to the world economy has grown dramatically since the second half of the twentieth century. Consequently, this growth has presented challenges that started gaining attention in the 1980s.

Swiss university professor Jost Krippendorf (1938-2003), a pioneering figure in the development and foundation of sustainable tourism, moved it onto the global agenda. Krippendorf and his colleagues had developed the idea well before pivotal conferences entered the scene.

Sustainable Tourism Milestones 

1992 – The United Nations Conference on Environment and Development in Rio de Janeiro highlighted the role of sustainable tourism. 

1995 – The first World Conference on Sustainable Tourism occurred in Lanzarote, Spain. The main outcome, the Charter of Sustainable Tourism, helped guide the tourism industry through recommendations. 

2002 – The United Nations International Year of Ecotourism. A global conference on this topic took place in Quebec, Canada. 

2015 – The United Nations adopted the Sustainable Development Goals. Several of the SDGs specifically mention sustainable tourism.

2017 – The International Year of Sustainable Tourism for Development by The United Nations lifted the concept to be part of the global tourism narrative.

2023 – The European Commission submitted a proposal for a directive on green claims, aiming to guarantee consumers that sustainability related communication is reliable. Parliament adopted its first-reading position in March 2024, and the Council approved a general approach in June that same year. 

Market Size and Traveller Intent

The size of the sustainable tourism market is notoriously difficult to estimate because of the many definitions. The strictest interpretations (encompassing the entire spectra of sustainability) range in single digit billions of dollars, whereas those looking at individual factors put it at hundreds of billions. If you incorporate nature and wildlife tourism estimates can balloon into the trillions.

According to a Global Sustainable Tourism Council (GSTC) report, sustainable travel and tourism represent about 20% of the global market, with an annual growth rate of around 10%. The numbers include niche segments like adventure, cultural heritage, and community-based tourism. Irrespective of how you choose, the market trends upwards, and not only with younger generations.

The Say-Do Gap

Booking.com’s annual travel survey captures it well. The 2024 edition highlights that 83% of travellers saying that sustainable travel is important to them. 75% want to travel more sustainably during the next 12 months, citing transport, energy consumption, and leaving the place in a better shape, as primary drivers. Without a doubt, the intent is there. But the actual number who follow through is nowhere close to that, which is known as the say-do gap.

“Travellers wish for information, but they want it simple and clear. Sustainability is hard and more of a journey. There is also a perception of high cost from both travellers and businesses, and here the industry needs to do better. There are plenty of sustainable options cheaper than the standard, needing no training or large investments to implement.” – Global Sustainable Tourism Council CEO Randy Durband

What’s holding back progress? It’s a mix of factors like the above mentioned perceived high costs, that we are already too late to fix the problems, lack of belief in climate change, and that sustainability isn’t something travellers want to consider when on holiday.

To combat the above, all industry players make eco-friendly choices enjoyable, easy and exciting. Focus on inspiration and how it matters to local communities, and the traveller. Less guilt and shame, and hard to digest facts.

The increase in demand for sustainable travel comes from a rise in awareness of environmental and social issues, resulting in changing consumer preferences.

“There are positive developments with programmes being developed that incentivise responsible behaviour. Big hotel groups offer rewards for considerate actions, like extra points to members who forgo housekeeping services.” – Juliet Kinsman, the first Sustainability Editor of Condé Nast Traveller.

Sustainable Tourism Challenges

Sustainable tourism aims to minimise environmental impact, contribute to community well-being, and create meaningful travel experiences. Going from ambitions to reality requires deft navigation around a complex web of challenges. Success demands collective action, innovation, and long-term commitment. It will test the limits of current systems, but for those who persevere, there is immense potential for a better future. What factors stand in the way of progress?

Environmental Degradation

Over-consumption, a common outcome and problematic aftereffect of conventional tourism, puts pressure on natural resources and often leads to both waste and littering. The extensive stress on local land use result in soil erosion, pollution, loss of habitats, and threats to endangered species.

Transport

Getting to and from a destination, especially if it’s far, makes up a large part of the yearly recommended personal carbon budget. Flying in particular has come under pressure to decarbonise faster. Sustainable aviation fuel is a much-talked about mid term solution as electric planes have yet to make it beyond smaller test flights.

“Any airline worth its salt should lock in sustainable aviation fuel contracts right now, while stocks last.” – Shashank Nigam, Founder SimpliFlying

Road transport in popular tourist areas leads to congestion and air pollution. The reliance on fossil fuels for cruises and other maritime tourism adds to the environmental burden.

Demand for rail continues to grow, especially for high-speed lines, and even the night train is making a comeback. But price, booking complexity, and lack of coordination between countries keep it from taking off.

Sustainable tourism means prioritising electric vehicles, improved public transport, and investment in sustainable aviation fuels. Promoting slow travel, such as rail or cycling, also aligns with sustainability goals by reducing carbon while enriching the travel experience.

Accommodation

The accommodation sector has a direct, consumer-facing aspect that makes it easy to pinpoint areas of sustainability challenges. Hotels consume energy, water, and plastics in vast quantities, contributing to waste and greenhouse gas emissions. To address these issues, the industry has implemented energy- and water-efficient systems, and many have reduced single use plastics. Guests make greener choices via multiple certifications that show how hotels have tackled the various challenges.

“To avoid greenwashing, there will be increasing emphasis on only using credible certification programmes with acknowledged requirements and processes.” – Finn Bolding Thomsen, International Green Key Director at the Foundation for Environmental Education

Overtourism

Overtourism has made headlines as of late. It happens when a destination receives an inflow of visitors that surpasses its carrying capacity. It strains infrastructure, stresses locals, impacts the environment, and makes the visitor experience more about crowded streets and long queues. Some cities connect overtourism with residents being priced out of their neighbourhoods because of the prevalence of short-term rentals. Others say overtourism is the wrong word and prefer to call it mismanaged tourism flows. Promoting off-season travel, or using fees as a deterrence, represents different ways of handling the issue.

“I am pleased that the attention from the media has brought resident voices to the forefront. Those often ignored are now heard.” – Professor Rachel Dodds from Toronto Metropolitan University

Economic Leakage

Money spent by tourists at a destination would benefit the local economy if it stayed. But, the economic flows don’t circulate locally, rather leaking to other economies. How big of a problem this is depends on the development status of the country with figures of 50-60% in developing destinations and 10 -20% in well-established tourism spots (UNEP).

Cultural Commodification

Tourism has a tendency to turn unique cultural traditions into for-profit performances, diluting what made them authentic. To preserve culture while sharing it with visitors requires careful collaboration with local communities to ensure respect and integrity.

Examples of Sustainable Tourism Benefits for Businesses

Adopting sustainable travel and tourism measures does not have to be about cost. It’s an investment for the future and, in many instances, it’s a way to increase revenue and boost profits. It’s time to dispel the notion that sustainability is a drag on the bottom line.

Savings Through Efficiency

Sustainable practices such as renewable energy, water-saving systems, and waste reduction have the potential for massive cost savings, today and over time. Businesses can lower utility bills and operating expenses while serving as role models for environmental leadership.

Attracting Eco-Conscious Customers

Eco-conscious travellers look for businesses that align with their values. Adopting sustainable practices and showcasing 3rd party verified certifications attracts an ever-growing market segment. Direct revenue potential aside, it also builds long-term customer loyalty and brand reputation. Forward-thinking and trustworthy brands gain a competitive edge in the marketplace without having to resort to greenwashing.

Long-Term Market Viability

Sustainable tourism aims to preserve natural and cultural assets. Destinations and businesses that prioritise sustainability safeguard these assets’ long-term viability. Establishing emotional connections encourages repeat business and valuable word-of-mouth referrals that can span generations.

Compliance with Regulatory Requirements

Governments are increasingly implementing environmental regulations, for example, the Green Claims Directive in the EU. This piece of legislation prohibits business to make unverified statements alluding to sustainability in the travel and tourism industry. It affects any entity marketing to consumers within the EU. By acting proactively, businesses stay ahead of such compliance requirements, avoiding fines and reaping the benefits of first-mover advantages.

Improved Relationships with Local Communities

By prioritising local employment, sourcing, and cultural preservation, businesses develop goodwill, enhance partnerships, and reduce resistance to tourism development. Often, governments provide financial support for organisations adopting sustainable practices and working with local communities.

Destinations Advocating Sustainable Tourism

No destination, or brand for that matter, can claim to be sustainable, but there are some that have taken many important steps towards a greener future. Here are some examples of leaders in sustainable travel and tourism:

Costa Rica

Costa Rica has designated almost 30% of its territory as protected areas. It’s committed to eco-tourism via programs that promote wildlife conservation and community-based tourism.

Gothenburg, Sweden

The Global Destination Sustainability Index, a comparative ranking by the Global Destination Sustainability Movement, has placed Gothenburg (Sweden) as number one seven times, and the city ended up in second place in 2024.

“As a society, Sweden has for a long time worked with sustainability on all levels, which is reflected in the travel and tourism sector. It’s never finished, though, innovative countries can’t stand still.” – Susanne Andersson, CEO Vist Sweden

Singapore

In 2023, Singapore acquired a sustainable destination certificate, accredited by GSTC (Global Sustainable Tourism Council). Beginning of the next decade, Singapore aims to have added over 300 acres of parks, to increase cycling trails, as well as mandating clean-energy vehicles for new car registrations. It goes by the name Singapore Green Plan 2030.

Bhutan

Bhutan follows a “High Value, Low Impact” tourism model, which caps visitor numbers to protect its culture and environment. Tourists need to pay a fee per person, to support development, conservation, infrastructure improvements and proper working conditions. It’s famous for the Gross National Happiness index, a replacement for the traditional GDP metric.

Azores, Portugal

Azores became the first archipelago in the world to be certified as a sustainable tourist destination by EarthCheck in 2019. There is a focus on developing and protecting the region’s natural resources with a 7 year plan for sustainable development. The destination wants to attract mindful travellers, centred on the outdoors, local culture, and regional products.

“We don’t want to ever become a mass tourism destination; what we need is to promote more quality over quantity.” – Carolina Mendonça, Sustainability Coordinator for Azores DMO

Valencia, Spain

European Green Capital in 2024, Valencia is working towards generating 100% of its electricity from renewable sources. This Mediterranean metropolis offers 500 hectares of green spaces, mass transit services, and cycle lanes. A special mention also goes to the Huerta – 120 square km of produce farms that deliver to local markets and restaurants, an example of “zero km” transport for the food sector.

Panama

Travellers can experience and explore authentic Panama with indigenous and rural communities. Via the digital portal SOSTUR, visitors book local-guided experiences. SOSTUR strengthens and forms community-based tourism enterprises in Panama, in order to promote new sources of employment. It values culture and contributes to the sustainable development of the country’s natural resources.

Port Douglas & Daintree, Australia 

The Port Douglas Daintree region in Queensland was the world’s first destination to be awarded the Ecotourism Australia’s ECO Destination Certification. Meeting the requirements necessitates fulfilling 80 out of 100 criteria. They are based on the Green Destinations Standards.

Scotland

The host of COP26 in 2021, Scotland signed the Tourism Declares a Climate Emergency initiative, a world first. Glasgow aims to be the United Kingdom’s first carbon-neutral city by 2030.

Vilnius, Lithuania

Elected as European Green Capital 2025, the motto is: “Vilnius – the greenest city in the making”. The city has invested in renewable energy sources, parks, and wants to be climate neutral by 2030. Vilnius is adamant on citizen engagement, where happiness is a top priority, focusing on clean air and water.

Sustainable Travel – A Practical Guide for Travellers

How do I travel sustainably? Travellers worldwide often cite a lack of knowledge and unclear information as reasons to why there is a slow uptake of sustainable travel practices. At One Planet Journey, we believe it should be easy to do the right thing. There is no room for shaming and guilting travellers. Instead, we should celebrate positive attempts. The onus is on the industry to scale up their operations. Consumers can push it along by requesting sustainable services, and also try some of these tips:

Slow Travel

Allow yourself to relax, stroll around, take your time, and enjoy the moment. A journey should be more than rushing between experiences. Slow travel is sustainable for you and the destination.  

Off-season Travel

Fewer queues, no stress, lower prices, and friendlier locals. Sound good to you? Then avoid peak periods and try travelling in the off-seasons.

Staycation

While travelling to experience new destinations is thrilling, we should not forget to explore our own areas if possible too. How about domestic tourism and a staycation this year?

Hidden Gems

The iconic sights get the vast majority of visitors, who often neglect getting to know the destination in a deeper way. Do some research, and ask people for recommendations, and broaden your horizons. Find the hidden tracks for a more memorable journey and help to alleviate overtourism.

Accommodation

Hotels all over the world have various certifications verifying their sustainability efforts. This can be renewable energy, reduced water usage, recycling programs, local and/or organic food. Also, see which establishments have won awards for environmentally conscious practices, for example, eco-resorts and sustainable glamping sites.

Transportation

Try public transport when exploring a city. Walking and riding bikes lowers your footprint. How you get to our destination, of course, depends on the length of the journey. With many high-speed rail services around the world, trains might be your fastest alternative. When flying, check for carbon offsets or the use of sustainable aviation fuels.  

Respect, Recycle, and Reuse

For some, it might feel obvious, but it’s worth mentioning:

Respect residents by following local customs and being mindful of sensitive places.

Protect nature by sticking to trails and choosing ethical wildlife tours.

Take your trash with you. Use recyclable items like tote bags, reusable containers, and water bottles. The more lightweight the better, for you and the planet.

Reef-friendly sunscreen.

Eco bug spray.

Bamboo cutlery.

Food

Shop and eat local produce to benefit the destination economy. Sample what makes the cuisine unique, be it street food or fine dining. Even here, there are labels for organic, vegan/vegetarian, and ethically sourced products and ingredients.

Sustainable Travel and Tourism Trends

Based on our work with leaders in the travel industry, including experts and authorities within sustainable tourism, we have looked ahead to give you the hottest trends to monitor.

Tech-Driven Sustainability

Innovations like AI-driven trip planning, blockchain for transparent offset tracking, and smart destinations that monitor visitor impact will help travellers make eco-friendly choices. Technology enables better resource management, reduces overtourism, and promotes personalised sustainable experiences.

Regenerative Travel and Tourism

Regenerative travel goes beyond sustainability by focusing on leaving destinations in a better shape than before you arrived. Travellers actively contribute to local ecosystems, cultures, and economies through community-led initiatives, conservation projects, and eco-restoration efforts. It puts residents and communities at the centre, considering indigenous wisdom before tourism growth.

“Tourism must add and support, or even revitalise. It can catalyse collaborations. But it cannot subtract or compete.” – Sonia Teruel, The RegenLab, a pioneer in regenerative tourism.

Deep Travel 

Deep travel values authentic experiences over mass tourism’s fleeting pleasures. These types of traveller immerse themselves in local customs, support small businesses, and embody a mindful approach to the destinations they explore.

“Deep travellers don’t choose destinations based on sustainability. But they travel with purpose, intention, and respect by default.” – Richard Lindberg, Founder of One Planet Journey, the world’s first deep travel platform.

Rail Travel

Rail travel has emerged as a key transport trend with the mission to achieve more sustainable travel and tourism. It combines a twin focus on reducing carbon emissions and enhancing travel experiences. Investment in high-speed rail networks, particularly in Europe and Asia, has expanded eco-friendly transport alternatives. The resurgence of night trains, where comfort and scenic overnight journeys capture the imagination of travellers, blends nostalgia and sustainability.

“We see huge demand for our Nightjets,” – Mr Pinka, ÖBB, Austrian Rail Operator

Rail travel’s ease of accessibility, often connecting city centres, makes it a convenient option. Moreover, for those who view the journey as part of the adventure, trains offer a slower, more immersive way to experience landscapes and cultures. Nobody says it better than Mark Smith from Seat61.

“Settle in with a nice bottle of wine and a good book.”

Luxury Travel

Luxury travel as a concept has undergone an existential makeover. It has redefined itself through a lens of sustainability, in part driven by the expectations of younger, eco-conscious generations. These modern luxury travellers prioritise meaningful and environmentally friendly experiences over traditional opulence. For them, sustainability is an integral component of high-end hospitality. This shift in mindset and values has encouraged luxury travel brands to innovate, integrating green technologies and practices, such as renewable energy and local community initiatives into their operations. Luxury accommodation expert Marc Ribail of Qalia Conscious Luxury gives us further insight.

“In the past 10 years, Millennials and Gen Z lead the way with more assertiveness regarding conscious travel, and the environmental and social impacts of our choices. The essence of luxury follows suit, evolving towards a more holistic, slow, and responsible approach. Today, it’s about offering discerning travellers an immersive and exclusive experince, also rooted in responsibility, cultural enrichment, and mindfulness of the environment and oneself.”

Luxury leads Sustainability 

Additional examples of the marriage between luxury and sustainability include first rate eco-lodges and sustainable glamping sites with minimal environmental footprints. We’ve also looked at luxury accommodation and sustainability through academic research.

“Imagine a stunning luxury lodge nestled amidst a pristine natural landscape, blending with the surroundings, utilising sustainable materials and eco-friendly technologies throughout its construction. This is not a fantasy, it’s reality in the luxury lodges I have visited for my research.” – Anita Manfreda, Award-Winning Luxury Accommodation Researcher, Trainer, and Consultant, Torrens University, Australia.

There is an added emphasis on sustainability at progressive hotels, and a wish to highlight those in pole position. Terry Blackburn, Founder of Tuu Eco Stay Awards, captures it well.

“We have a chance to encourage positive change right from the start and celebrate hotels that are leading the way.”

It means organic, locally sourced cuisine, an all electric transport fleet, and employing local artisans. Luxury accommodation brands want to demonstrate how indulgence and sustainability can coexist in ways that align with the values of modern travellers.

Sustainable Travel and Tourism – An Individual and Collective Imperative

The future of sustainable travel and tourism is driven by an individual shift in traveller mindsets, and a collective effort from industry and government. With significant challenges like overtourism, carbon emissions, and strain on local communities, we must develop solutions that reshape the entire sector. Travel is no longer about getting away; it’s about personal development, and leaving destinations in a better shape than before visiting. Businesses in the travel sector need to take responsibility for their impact to stay relevant, as a growing number of people seek meaningful, transformative experiences where sustainable practices are default, easy, and accessible.

In an encouraging trend, industry leaders commit to align with sustainability goals. Airlines invest in sustainable aviation fuels, hotels push for greener accommodation, and online travel platforms help travellers make more informed choices. The rise of movements like deep travel, where travellers crave authentic cultural immersion, ensures human connections rather than exploitation.

Small steps, for example choosing a night train, supporting local artisans, or staying in an eco-certified lodge, take us closer to a more responsible industry. Sustainable tourism is no longer a trend, but a contract with future generations to experience the wonders of travel.

Do you consider sustainability when you travel? Which aspects of sustainable travel matter most to you? Let us know in the comment section! Subscribe to our newsletter and benefit from travel guides, sustainable tourism and luxury travel tips, insightful interviews, and inspirational places to visit. One Planet Journey – The World’s First Deep Travel Magazine.