A new report from Virtuoso, an international travel agency network focused on luxury and experiential travel, shows growing interest in sustainable tourism among travelers. The report defines sustainable tourism as travel that minimizes environmental impact, protects cultural and natural heritage, and delivers social and economic benefits to local communities.
The trend is gaining momentum across age groups, but the report highlights that millennials are three times more likely than Generation X to actively seek sustainable travel options. Generation X follows in interest, with Baby Boomers and Generation Z trailing behind.
“Sustainable tourism represents a transformative movement, and our goal is to support travel partners in adopting best practices—from protecting endangered species to backing community development projects worldwide,” said Jessica Hall Upchurch, sustainability ambassador at Virtuoso. “By sharing these inspiring stories and educating Virtuoso advisors and their clients about the positive impact of mindful travel, we aim to advance travel as a force for good.”
The report identifies several sustainability features that particularly appeal to travelers: eco-friendly practices, animal welfare initiatives, green hotel operations, support for local farmers, preservation of historic sites, coral reef conservation, and efforts to reduce plastic waste. These priorities reflect a growing desire among travelers to leave destinations better off than they found them.
“The question is no longer whether travelers want to contribute to making the world a better place during their vacations—they do, as Virtuoso’s Luxe Report also indicates,” said Costas Christ, global sustainable tourism strategist at Virtuoso. “The real challenge for the travel industry is how we collaborate to meet the expectations of a new generation of travelers who want their trips to have a positive impact on the places they visit.”
As demand for responsible travel grows, industry stakeholders—travel advisors, tour operators, accommodations, and destination managers—are increasingly called upon to design experiences that prioritize environmental stewardship and community well-being. Practically, this means promoting accommodations with sustainable certifications, creating wildlife experiences that prioritize animal welfare, partnering with local producers, and supporting conservation initiatives that protect ecosystems like coral reefs.
Encouraging sustainable choices can also involve straightforward traveler actions: reducing single-use plastics, choosing carbon-conscious transportation options when possible, participating in culturally respectful activities, and spending with local businesses to ensure economic benefits remain within destination communities. When these practices are combined with informed planning and industry commitment, tourism can become a net positive force.
Virtuoso’s findings underline a market shift that industry professionals and travelers alike should note: sustainability is no longer a niche concern but an expectation increasingly embedded in travel decision-making. For luxury and experiential travel, where personalized and immersive journeys are central, integrating sustainable practices enhances both the guest experience and the long-term health of destinations.