(Based on data from Booking.com Japan K.K. )
Booking.com, one of the world’s largest digital travel platforms, has released the results of its 2025 “Sustainable Travel” survey.
Marking its tenth year, this year’s survey places a particular focus on “community.” Over 32,000 travelers across 34 countries and regions participated in the survey, which examined not only their travel styles but also their perceptions of tourists visiting their own local areas. This dual perspective highlights both the benefits and challenges of tourism from the viewpoint of travelers and local residents alike.
(Based on data from Booking.com Japan K.K. )
According to the results, 84% of global travelers (69% of Japanese travelers) recognize the importance of traveling more sustainably, indicating that sustainability has become a consistent priority in travel planning. In 2016, only 42% of travelers globally (25% in Japan) stated that they believed they were traveling more sustainably than before. By 2025, however, 93% of global travelers (85% in Japan) expressed a desire to make more sustainable choices and reported taking action accordingly.
The survey also reveals a growing trend over the past decade in travelers becoming more conscious of the impact on local destinations, communities, and ecosystems. For example, the percentage of travelers who turn off air conditioning or heaters when not in their accommodation rose from 43% globally (27% in Japan) in 2020 to 67% (46% in Japan) in 2023.
(Based on data from Booking.com Japan K.K. )
Travelers are also increasingly attentive to the communities they visit. Globally, 73% (63% in Japan) want their spending to benefit the local area. Regarding perceptions of inbound tourists visiting their own countries, 53% of respondents worldwide (26% in Japan) believe that tourists respect local customs and traditions. While only 54% globally (18% in Japan) feel that tourists support local businesses, 77% of global travelers (57% in Japan) expressed a desire to enjoy authentic experiences that reflect local culture and traditions.
(Based on data from Booking.com Japan K.K. )
However, the impact of tourism on local areas has also revealed emerging challenges. Only 48% of global travelers (40% in Japan) believe that their community has sufficient environmental resources. Negative effects of tourism cited include traffic congestion (38% globally and in Japan), littering (35% globally, 37% in Japan), overcrowding (30% globally, 36% in Japan), and increased cost of living (29% globally, 17% in Japan).
Despite these concerns, few travelers believe that limiting the number of tourists is the solution. Only 16% of global travelers and 15% of Japanese travelers support this approach. Instead, there is a stronger call for investment in local communities. Key areas identified for support include improving transportation infrastructure (38% globally, 35% in Japan), waste management (37% globally, 19% in Japan), and environmental conservation (32% globally, 21% in Japan).
The Head of Sustainability at Booking.com reaffirmed the company’s commitment to fostering coexistence between tourism and local communities. The company plans to continue its efforts by introducing reliable sustainability-certified accommodations, supporting partner properties, and strengthening ties with local communities. Looking ahead, there is also interest in utilizing advanced technologies such as AI to further these goals.