Sustainable Tourism

Global Sustainable Tourism Market to Reach US$7.8 Trillion by 2030

The global market for Sustainable Tourism estimated at US$3.9 Trillion in the year 2024, is expected to reach US$7.8 Trillion by 2030, growing at a CAGR of 12.4% over the analysis period 2024-2030. Coastal Tourism, one of the segments analyzed in the report, is expected to record a 13.2% CAGR and reach US$4.8 Trillion by the end of the analysis period. Growth in the Mountain Tourism segment is estimated at 10.7% CAGR over the analysis period.

The U.S. Market is Estimated at US$1.1 Trillion While China is Forecast to Grow at 16.8% CAGR

The Sustainable Tourism market in the U.S. is estimated at US$1.1 Trillion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$1.7 Trillion by the year 2030 trailing a CAGR of 16.8% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 9.0% and 11.1% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 9.9% CAGR.

Global Sustainable Tourism Market – Key Trends & Drivers Summarized

Why Is Sustainable Tourism Gaining Urgency as a Model for Responsible Travel and Destination Management?
Sustainable tourism is evolving from an aspirational concept to an operational necessity, as the environmental, cultural, and social impacts of conventional tourism become increasingly visible. Overtourism, biodiversity loss, carbon emissions, and cultural commodification have intensified calls for a model that balances economic gain with long-term resource stewardship and community well-being. Sustainable tourism addresses this imbalance by promoting low-impact travel, local economic participation, and ecosystem conservation across all stages of the travel experience.

This paradigm shift is driven not only by policy and regulation but also by a growing cohort of travelers who seek authentic, ethically grounded experiences. Tourists are increasingly aware of their environmental footprints and social influence on host communities, prompting demand for eco-certified accommodations, community-based travel, and low-carbon transportation. As global destinations struggle to rebuild tourism in a post-pandemic world, sustainability is emerging as a central pillar for future-proofing tourism economies against social backlash, ecological degradation, and market volatility.

How Are Certifications, Digital Tools, and Local Engagement Redefining Tourism Practices?
Accreditation systems such as the Global Sustainable Tourism Council (GSTC) and EarthCheck are enabling destinations and service providers to standardize and communicate their sustainability performance. These certifications are helping consumers identify responsible choices, while encouraging tourism operators to adopt practices that support resource conservation, fair labor, waste reduction, and cultural preservation. Hotels, tour operators, and national parks are using these frameworks to improve operational transparency and align with international benchmarks.

Digital platforms are playing a catalytic role in connecting responsible travelers with certified experiences and community-run initiatives. Interactive mapping tools, sustainability scores, and blockchain-based traceability are improving travel planning and reinforcing ethical decision-making. At the destination level, participatory governance and stakeholder-inclusive planning are ensuring that tourism development aligns with local needs and resource limits. The integration of indigenous knowledge, regenerative tourism principles, and cultural co-creation is redefining how destinations craft and deliver tourism experiences rooted in respect and reciprocity.

Which Travel Segments and Geographic Regions Are Accelerating Adoption of Sustainable Tourism Models?
Eco-conscious millennials, Gen Z travelers, and purpose-driven retirees are shaping the demand profile for sustainable tourism. These segments prefer slow travel, immersive cultural experiences, and lower-impact transportation methods. Wildlife safaris, agritourism, trekking, heritage trails, and voluntourism are gaining popularity among travelers seeking meaning and value alignment in their journeys. Additionally, corporate travel policies are increasingly embedding sustainability KPIs into event planning and incentive trip procurement, further mainstreaming responsible tourism.

Regionally, Europe leads in institutionalizing sustainable tourism, with countries like Slovenia, Sweden, and Austria developing national sustainability labels and destination management strategies. In Asia-Pacific, eco-tourism hubs like Bhutan and Indonesia are pioneering community-centered approaches. Latin America and Sub-Saharan Africa are also expanding nature-based and cultural tourism models that protect biodiversity while generating inclusive economic value. These regional efforts are setting the foundation for scalable, locally adaptive sustainable tourism ecosystems.

How Are Policy Incentives, Industry Collaboration, and Climate Targets Shaping the Sector’s Future?
Governments and tourism boards are aligning recovery strategies with sustainability targets by offering financial incentives, green certification schemes, and tax benefits for eco-responsible tourism development. Carbon offset programs, protected area reinvestment schemes, and destination carrying capacity limits are being implemented to reduce tourism’s environmental burden. National and local authorities are also introducing climate adaptation strategies to address rising sea levels, water scarcity, and biodiversity loss in vulnerable destinations.

Cross-sector collaboration—among airlines, hospitality chains, tech platforms, and conservation NGOs—is creating integrated solutions that reduce fragmentation and promote sustainable tourism across the value chain. Climate-related disclosures, Scope 3 emission tracking, and regenerative tourism metrics are being integrated into ESG reporting. As pressure mounts from environmentally aware investors, insurers, and regulators, tourism enterprises are being held accountable for their climate impact, social footprint, and long-term viability.

What Are the Factors Driving Growth in the Sustainable Tourism Market?
The sustainable tourism market is expanding as travelers, governments, and industry stakeholders prioritize responsible travel models that preserve natural and cultural assets while delivering long-term socioeconomic benefits. Rising climate awareness, digital enablement, and demand for immersive, ethical travel are pushing sustainability from the margins to the mainstream of tourism planning and consumer choice. Certification frameworks, community integration, and low-impact infrastructure are setting new performance standards for the sector.

Looking forward, growth will depend on how effectively destinations and operators institutionalize sustainability across planning, product development, and marketing—without compromising traveler experience or local autonomy. As global tourism rebuilds in the wake of crisis and climate disruption, the ability to align profitability with preservation and inclusivity will define the trajectory of sustainable tourism as both a transformative force and a scalable growth opportunity in the global travel economy.

SCOPE OF STUDY:

The report analyzes the Sustainable Tourism market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Type (Coastal Tourism, Mountain Tourism, Island Tourism); Application (Solo, Group, Family, Couples); Age Group (Millennial, Baby Boomers, Generation X, Silver Hair)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 48 Featured) -

• Adventure Alternative
• Avani Hotels & Resorts
• Byway Travel
• Charitable Travel
• Earth Changers
• Earthwatch Expeditions
• Fairbnb.coop
• G Adventures
• Gondwana Ecotours
• Green Key International
• Intrepid Travel
• Joro Experiences
• Lindblad Expeditions
• Lokal Travel
• Operation Groundswell
• Regenerative Travel
• Responsible Travel
• Seacology
• Sustainable Travel International
• Trip.com Group

TARIFF IMPACT FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

We are diligently following expert opinions of leading Chief Economists (14,949), Think Tanks (62), Trade & Industry bodies (171) worldwide, as they assess impact and address new market realities for their ecosystems. Experts and economists from every major country are tracked for their opinions on tariffs and how they will impact their countries.

We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

As we release this report, U.S. Trade Representatives are pushing their counterparts in 183 countries for an early closure to bilateral tariff negotiations. Most of the major trading partners also have initiated trade agreements with other key trading nations, outside of those in the works with the United States. We are tracking such secondary fallouts as supply chains shift.

To our valued clients, we say, we have your back. We will present a simplified market reassessment by incorporating these changes!

APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

Complimentary Update: Our clients will also receive a complimentary update in July after a final reset is announced between nations. The final updated version incorporates clearly defined Tariff Impact Analyses.

Reciprocal and Bilateral Trade & Tariff Impact Analyses:

USA
CHINA
MEXICO
CANADA
EU
JAPAN
INDIA
176 OTHER COUNTRIES.

Leading Economists - Our knowledge base tracks 14,949 economists including a select group of most influential Chief Economists of nations, think tanks, trade and industry bodies, big enterprises, and domain experts who are sharing views on the fallout of this unprecedented paradigm shift in the global econometric landscape. Most of our 16,491+ reports have incorporated this two-stage release schedule based on milestones.

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