At Travellyze, we analyse how tourism evolves — not just through numbers, but through shifting mindsets. One of the clearest signals emerging in the last few years is this: sustainability is becoming a standard, not a niche.
But what does this mean in practice? Are European travellers truly changing their behaviour, or just expressing good intentions? And how can destinations align their strategies with what travellers are already starting to do?
Let’s look at the data — and what it reveals.
Over 50% of European Travellers Already Take Sustainable Actions
According to our most recent data (January 2025), 50.4% of European travellers reported engaging in at least one sustainable behaviour during their travels — up from just 39.6% in January 2022.
This marks a notable shift from passive awareness to active participation. While that still means half of the market has not yet taken sustainable action, the growth trend is clear — and it’s accelerating.
A Clear Shift in Mobility Preferences
The most widespread sustainable behaviour among European travellers is choosing trains or buses over flights — with nearly 30% (29.1%) making this choice in early 2025, up from just 18.5% in 2022.
For destinations, this presents both a challenge and an opportunity:
- For nearby markets and regional destinations, there’s growing alignment with low-impact travel habits.
- For long-haul destinations, this underscores the importance of offering sustainable transport solutions at a local level, such as electric shuttles, integrated public transport, and low-emission transfer options.
Travellers may still need to fly, but they’re increasingly expecting sustainability once they land.
Eco-Conscious Accommodation Is Gaining Ground
In January 2025, 14.8% of European travellers reported choosing an ecofriendly accommodation, even if it cost more. That’s a 38% increase from January 2022.
The message to destinations is clear:
There’s a growing market willing to invest in responsible stays — but they need to see the value.
Destinations can support this by:
- Highlighting certified sustainable lodging on official platforms.
- Offering storytelling support to smaller accommodations with authentic sustainability practices.
- Creating routes or labels that group eco-accommodations into themed itineraries.
Community, Nature, and Conservation Matter — Quietly But Consistently
Engagement in rural or local community experiences has grown steadily, reaching 15.2% of European travellers in January 2025. Support for environmental or biodiversity projects reached 7.8%, and CO₂ offsetting saw modest growth to 8.7%.
Though these numbers remain relatively low, they signal a clear direction:
Travellers are increasingly open to deeper, more meaningful experiences that align with their values.
Destinations can harness this interest by:
- Connecting tourism products with community-led initiatives.
- Making options for conservation involvement or donation visible and frictionless.
- Promoting carbon offset opportunities that are local, measurable, and easy to access.
What Can Destinations Do With This Information?
Here are five immediate actions destinations can take to align with this traveller behaviour:
1. Make sustainability part of your core messaging
Not just a campaign — but an ongoing, visible and specific narrative that runs through your DMO’s website, guides, and social content.
2. Support the visibility of sustainable providers
Give prominence to ecofriendly accommodations, operators, and experiences through labels, map filters, and itinerary curation.
3. Integrate low-emission options into destination logistics
From transport hubs to key attractions, ensure travellers can move easily and sustainably.
4. Offer ways to offset impact
Work with trusted carbon offsetting platforms — or highlight local nature-based solutions that travellers can support before, during, or after their trip.
5. Create data-backed campaigns
Use segmentation and behavioural data (like what we provide at Travellyze) to target the right markets with the right sustainability messages.
✈️ Travellers Are Changing — Destination Strategy Must Follow
At Travellyze, we believe that understanding the traveller’s mindset is key to shaping tourism that’s relevant, resilient, and responsible.
The shift toward sustainability is not theoretical — it’s visible in the data. The question is no longer if travellers care, but how much. Destinations that adapt now won’t just meet expectations — they’ll lead the transformation.
Let’s build the next generation of tourism — one insight at a time.