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Sustainable Tourism Market Research Report Information By Type (Ecological Tourism, Eco Tourism/ Green Tourism, Soft Tourism, and Community Tourism), By Booking Channel (Phone Booking, Online Booking, and In Person Booking), By Consumer Orientation (Men and Women), By Tourism Type (Domestic and International), By Tourist Type (Independent Traveler, Tour Group and Package Traveler), By Age Group (15-25 Years, 26-35 Years, 36-45 Years, 46-55 Years and 66-75 Years), And By Region –Forecast 2032


ID: MRFR/CR/10190-HCR | 128 Pages | Author: Pradeep Nandi| July 2024

Global Sustainable Tourism Market Overview


Sustainable Tourism Market Size was valued at USD 1021.7 Billion in 2023. The Sustainable Tourism market is projected to grow from USD 1261.7 Billion in 2024 to USD 6828.2 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 23.50% during the forecast period (2024 - 2032). The adoption of sustainable tourism practices by major tourism organizations, the shift in passengers' preferences toward authentic, local experiences, and the rise in the popularity of new forms of tourism are the key market drivers enhancing the market growth.
Global Sustainable Tourism Market Overview
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Sustainable Tourism Market Trends



  • The implementation of sustainable tourism practices by large tourism companies is driving the market growth


Large travel organizations and several international hotels are working more closely together to create supply chains that are more sustainable. Due to the ties that multinational hotels, travel agencies, and their suppliers have with other tourism-related sectors, sustainable tourism initiatives are anticipated to have a positive effect on the market. Many major travel and tourist companies have adopted the concept of sustainable reporting, which has encouraged them to focus on minimizing the environmental impact of their operations. Therefore, it is anticipated that the adoption of sustainable tourism practices by major travel and tourist companies will accelerate market growth throughout the projection period.


Numerous national and international organizations, such as the UNWTO, GSTC, and UNESCO, are actively creating standards and offering direction to tourist businesses and destinations. These groups organize conferences like the Marrakech Task Force on Sustainable Tourism, the International Guidelines for Biological Diversity and Tourism Development, and the Quebec Declaration; run training programs like the Sustainable Tourism Training Program; develop accreditation frameworks; and promote sustainable tourism policies at various levels of government. During the forecast period, these initiatives are anticipated to play a significant role in the market's expansion. Thus, driving the Sustainable Tourism market revenue.


Sustainable Tourism Market Segment Insights


Sustainable Tourism Type Insights


The Sustainable Tourism Market segmentation, based on Consumer Orientation includes Ecological Tourism, Eco Tourism/ Green Tourism, Soft Tourism, and Community Tourism. Ecological tourism accounted for around 70% of the revenue share in 2022. Rising consumer demand for environmentally friendly tourism, including safaris, wildlife viewing, and national park trips, is the key driver of the rise. Ecological tourism operations have expanded at a promising annual pace of 16.7% between 2009 and 2018, according to CNH Tours.


Sustainable Tourism Booking Channel Insights


The Sustainable Tourism Market segmentation, based on Consumer Orientation includes Phone Booking, Online Booking, and In Person Booking. The phone booking category holds a significant share of the market. The convenience of use and the benefit of open communication with the service provider are the main reasons why phone booking channels are preferred.


Figure 1: Sustainable Tourism Market, by Booking Channel, 2022 & 2032 (USD Billion)Sustainable Tourism Market, by Booking Channel, 2022 & 2032Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Sustainable Tourism Consumer Orientation Insights


The Sustainable Tourism Market segmentation, based on Consumer Orientation includes Men and Women. Due to the availability of particular tour packages for women, the women's market is anticipated to dominate among them.


Sustainable Tourism: Tourism Type Insights


The Sustainable Tourism Market segmentation, based on Consumer Orientation includes Domestic and International. The domestic segment showed a gradual increase in market share with continued to grow by 2021. Different sorts of tourism activities are divided into several subcategories by the governments of several emerging nations, like China and Brazil. These subsets include sustainable tourism, sports tourism, culinary tourism, and cultural tourism. This mostly serves to encourage locals to partake in various tourism-related activities within a nation.


Sustainable Tourism Tourist Type Insights


The Sustainable Tourism Market segmentation, based on Tourist Type includes Independent Traveler, Tour Group, and Package Traveler. Due to the growing number of package tours offered by the travel agencies, the package traveler category is anticipated to dominate among these.


Sustainable Tourism Age Group Insights


The Sustainable Tourism Market segmentation, based on Tourist Type includes 15-25 Years, 26-35 Years, 36-45 Years, 46-55 Years, and 66-75 Years. A fast growing traveling social impact is predicted to make the 26-35 age group segment the most dominant.


Sustainable Tourism Regional Insights


By Region, the study provides the market insights into North America, Europe, Asia-Pacific and Rest of the World. The regional sector in North America sustainable tourism market held the biggest market share as the practices are supported by a robust environmental policy framework in North America. As a result, eco-friendly techniques, the preservation of natural resources, and the protection of wildlife have all been adopted. Further, the U.S. sustainable tourism market held the largest market share, and the Canada sustainable tourism market was the fastest growing market in the North America region.


Further, the major countries studied in the market report are The U.S., Canada, German, France, the U.K., Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.


Figure 2: GLOBAL SU.S.TAINABLE TOURISM MARKET SHARE BY REGION 2022 (%)SU.S.TAINABLE TOURISM MARKET SHARE BY REGION 2022Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


The leading countries in the Europe region are, France, Germany, and the U.K. The development of various sustainable tourism regulations by governments at the national level is responsible for the market expansion in these nations, particularly France and Germany. These policies involve establishing the necessary benchmarks and regulations for the transportation of tourists as well as keeping track of the assessments and outcomes of the goals set to cut back on energy and water use as well as greenhouse gas emissions. Further, the German sustainable tourism market held the largest market share, and the U.K. sustainable tourism market was the fastest growing market in the European region.


Asia Pacific sustainable tourism market is expected to expand at the fastest CAGR of 16.0% over the forecast period. More tourists in Asia are rethinking how they travel to make their visits more moral in order to decrease their negative economic and social consequences on the residents and the environment in the places they visit. Airlines, hotels, and transportation providers are attempting to reduce their carbon footprint in the travel ecosystem in response to the need for sustainable tourism. Moreover, China’s sustainable tourism market held the largest market share, and the Indian sustainable tourism market was the fastest growing market in the Asia-Pacific region.


Sustainable Tourism Key Market Players & Competitive Insights


Leading market players are investing heavily in research and development in order to expand their product lines, which will help the sustainable tourism market, grow even more. Market participants are also undertaking a variety of strategic activities to expand their global footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, sustainable tourism industry must offer cost-effective items.


Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the global sustainable tourism industry to benefit clients and increase the market sector. In recent years, the sustainable tourism industry has offered some of the most significant advantages to medicine. Major players in the sustainable tourism market, including And Beyond Holdings Proprietary Ltd., Aracari Travel, Beyonder Experiences LLP, BOUTECO Ltd., Earth Changers, G Adventures, Global, Himalayan Expedition, Intrepid Group, Kind Traveler PBC, Kynder, Mojosurf, NATIVE TOURS INC., Responsible Travel, Rickshaw Travel Ltd., Steppes Travel Ltd., The Blue Yonder, Undiscovered Mountains Ltd., Wild Frontiers Adventure Travel Ltd., and Wilderness Safaris, are attempting to increase market demand by investing in research and development operations.


WeTravel, which offers integrated, travel-specific administration, marketing, analytics, and payment solutions, is the top all-in-one business management platform for multi-day travel firms. With the help of its user-friendly platform, WeTravel helps companies boost revenue and sales, reduce administrative overhead, and automate procedures. The platform's capabilities go beyond creating the trip page to handling traveler administration, marketing your tours, and hosting a network of payment solutions to enable control over how customers pay for their trips, including installment and mobile-friendly payment options, to a variety of payment options to instantly transfer payments to international suppliers. To assist travel companies in becoming more sustainable, Wetravel, Inc. teamed up with Tourism Cares to create the Introduction to Sustainable Tourism academy course in June 2022. The recently released course enables travel firms to be educated, involved, and change-driven while providing them with an introduction course.


Rabbie's is a travel company owner dedicated to using travel to improve the world. With departures from Edinburgh, Glasgow, Inverness, London, and Dublin, the company specializes in small-group coach excursions throughout the United Kingdom, Ireland, and Europe, allowing passengers to visit both well-known landmarks and lesser-known locales. One of the well-known tour companies in the U.K., Rabbie's, introduced two ethical and ecological tours in Scotland in July 2022. The company's 'We Care About There' campaign, which strives to provide responsible and sustainable travel while creating a memorable and ethical travel experience, includes the recently introduced trips.


Key Companies in the Sustainable Tourism market include



  • And Beyond Holdings Proprietary Ltd.

  • Aracari Travel

  • Beyonder Experiences LLP

  • BOUTECO Ltd.

  • Earth Changers

  • G Adventures

  • Global Himalayan Expedition

  • Intrepid Group

  • Kind Traveler PBC

  • Kynder

  • Mojosurf

  • NATIVE TOURS INC.

  • Responsible Travel

  • Rickshaw Travel Ltd.

  • Steppes Travel Ltd.

  • The Blue Yonder

  • Undiscovered Mountains Ltd.

  • Wild Frontiers Adventure Travel Ltd.

  • Wilderness Safaris


Sustainable Tourism Industry Developments


May 2022- To highlight its commitment to sustainability, MSC Cruises, an international cruise operator based in Italy, introduced approximately 1,400 summer itineraries with a sustainability theme. The new tour aims to lessen the negative effects of tourism on the environment and promote "nature-positive" endeavors.


Sustainable Tourism Market Segmentation


Sustainable Tourism Type Outlook



  • Ecological Tourism

  • Eco Tourism/ Green Tourism

  • Soft Tourism

  • Community Tourism


Sustainable Tourism Booking Channel Outlook



  • Phone Booking

  • Online Booking

  • In Person Booking


Sustainable Tourism Consumer Orientation Outlook



  • Men

  • Women


Sustainable Tourism Tourist Type Outlook



  • Independent Traveler

  • Tour Group

  • Package Traveler


Sustainable Tourism Age Group Outlook



  • 15-25 Years

  • 26-35 Years

  • 36-45 Years

  • 46-55 Years

  • 66-75 Years


Sustainable Tourism Regional Outlook



  • North America

    • US.

    • Canada



  • Europe

    • Germany

    • France

    • UK.

    • Italy

    • Spain

    • Rest of Europe



  • Asia-Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

    • Australia

    • Rest of Asia-Pacific



  • Rest of the World

    • Middle East

    • Africa

    • Latin America



Report Attribute/Metric Details
Market Size 2023 USD 1021.7 Billion
Market Size 2024 USD 1261.7 Billion
Market Size 2032 USD 6828.2 Billion
Compound Annual Growth Rate (CAGR) 23.50% (2024-2032)
Base Year 2023
Market Forecast Period 2024-2032
Historical Data 2018- 2022
Market Forecast Units Value (USD Billion)
Report Coverage Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends
Segments Covered Type, Booking Channel, Consumer Orientation, Tourism Type, Tourist Type, Age Group, and Region
Geographies Covered North America, Europe, Asia Pacific, and the Rest of the World
Countries Covered The U.S., Canada, German, France, U.K., Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil
Key Companies Profiled And Beyond Holdings Proprietary Ltd., Aracari Travel, Beyonder Experiences LLP, BOUTECO Ltd., Earth Changers, G Adventures, Global, Himalayan Expedition, Intrepid Group, Kind Traveler PBC, Kynder, Mojosurf, NATIVE TOURS INC., Responsible Travel, Rickshaw Travel Ltd., Steppes Travel Ltd., The Blue Yonder, Undiscovered Mountains Ltd., Wild Frontiers Adventure Travel Ltd., and Wilderness Safaris
Key Market Opportunities Solo traveling coupled with rapid urbanization and the availability of cheap flights
Key Market Dynamics The large tourism companies implementing sustainable tourism practices and the shifting preference towards local and authentic experiences


Frequently Asked Questions (FAQ) :

The Sustainable Tourism Market size was valued at USD 1021.7 Billion in 2023.

The global market is projected to grow at a CAGR of 23.50% during the forecast period, 2024-2032.

Europe had the largest share in the global market

The key players in the market are And Beyond Holdings Proprietary Ltd., Aracari Travel, Beyonder Experiences LLP, BOUTECO Ltd., Earth Changers, G Adventures, Global, Himalayan Expedition, Intrepid Group, Kind Traveler PBC, Kynder, Mojosurf, NATIVE TOURS INC., Responsible Travel, Rickshaw Travel Ltd., Steppes Travel Ltd., The Blue Yonder, Undiscovered Mountains Ltd., Wild Frontiers Adventure Travel Ltd., and Wilderness Safaris.

The Ecological Tourism category dominated the market in 2022.

The In-person Booking Channel had the largest share in the global market.

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