Sustainable Tourism Market Report 2026

The sustainable tourism market size has grown rapidly in recent years. It will grow from $3.74 trillion in 2025 to $4.29 trillion in 2026 at a compound annual growth rate (CAGR) of 14.6%. The growth in the historic period can be attributed to increasing environmental awareness among travelers, expansion of ecotourism destinations, growth of heritage and nature tourism, rising demand for ethical travel options, development of sustainable tourism guidelines.

The sustainable tourism market size is expected to see rapid growth in the next few years. It will grow to $7.36 trillion in 2030 at a compound annual growth rate (CAGR) of 14.5%. The growth in the forecast period can be attributed to increasing investments in green tourism infrastructure, rising consumer preference for low-carbon travel, expansion of digital platforms promoting sustainable travel, growing government support for eco-tourism, increasing collaboration with local communities. Major trends in the forecast period include increasing adoption of eco-friendly travel practices, rising demand for community-based tourism, expansion of low-impact accommodation models, growing popularity of responsible travel experiences, enhanced focus on cultural preservation.

The growing number of eco-conscious travelers is expected to drive the growth of the sustainable tourism market in the coming years. Eco-conscious travelers are individuals who prioritize minimizing their environmental impact and supporting sustainable practices during their trips. The rise in eco-conscious travelers is fueled by an increasing global desire to reduce environmental footprints and choose travel options that reflect responsible stewardship. Sustainable tourism caters to this demand by offering travel experiences, accommodations, and activities designed to protect the environment, support local communities, and minimize ecological impact. For example, in 2023, according to the Global Sustainable Tourism Council (GSTC), a US-based international organization, insights from over 33,000 travelers across 35 countries revealed that 76% of global travelers intended to travel more sustainably in the next 12 months, representing a 5% increase over 2022. Therefore, the rise of eco-conscious travelers is driving growth in the sustainable tourism market.

Key players in the sustainable tourism market are increasingly focusing on eco-friendly accommodations and sustainable infrastructure, such as eco-conscious lodgings, to enhance brand reputation, attract eco-conscious travelers, and meet growing demand for responsible travel. Eco-conscious lodgings are accommodations designed to reduce environmental impact through energy-efficient systems, water-saving technologies, waste reduction practices, sustainable sourcing, green certifications, and community engagement. For instance, in May 2024, Eco Hotels, an India-based hospitality company, launched Eco Satva, a net-carbon-zero hotel offering a purely vegetarian experience while integrating renewable energy sources and waste reduction practices. This initiative reflects the company’s commitment to sustainable hospitality and meeting the rising demand for eco-conscious lodging.

In April 2024, Lindblad Expeditions Holdings Inc., a US-based expedition travel company, acquired Wineland-Thomson Adventures Inc. through its subsidiary Natural Habitat Inc. for an undisclosed amount. This acquisition enables Lindblad to broaden its experiential travel portfolio by incorporating Wineland-Thomson’s established adventure offerings, including Tanzania-focused Thomson Safaris and award-winning lodges, while reinforcing its commitment to responsible and sustainable tourism. Wineland-Thomson Adventures Inc. is a US-based adventure travel group specializing in nature-focused safari and expedition experiences that promote cultural enrichment and environmentally conscious travel.

Major companies operating in the sustainable tourism market are Marriott International Inc., Booking.com B.V., Airbnb Inc., REI Adventures LLC, The Travel Corporation Ltd., TripAdvisor Inc., Contiki Holidays Ltd., Intrepid Travel Pty Ltd, G Adventures Inc., AndBeyond Holdings Proprietary Ltd., Gondwana Ecotours LLC, Tourism Holdings Limited, Backroads Inc., Natural Habitat Adventures Inc., Wildland Trekking Inc., Wilderness Safaris Pty Ltd, Topdeck Travel Ltd., Butterfield & Robinson Inc., Tucan Travel Ltd., Exodus Travels Ltd., Sustainable Travel International Inc., Responsible Travel Ltd., Kuoda Travel, Experience Travel Group Ltd., Aracari Travel Ltd., Wild Frontiers Adventure Travel Ltd., Beyonder Experiences LLP, Ecoventura S.A., Trafalgar Tours Ltd., Adventure Life Inc.

North America was the largest region in the sustainable tourism market in 2025. The regions covered in the sustainable tourism market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the sustainable tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The sustainable tourism market consists of revenues earned by entities by providing services such as eco-friendly accommodations, responsible travel experiences, and conservation-focused tours. The market value includes the value of related goods sold by the service provider or included within the service offering. The sustainable tourism market also includes sales of eco-friendly travel accessories, such as reusable water bottles and sustainable luggage, as well as organic and locally sourced food products. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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