Celebrating World Tourism Day 2025: From Plastic-Free Trips to Local Exploration, 73% of Indian Travellers Now Prioritise Sustainable Journeys

INDIA, 17th September, 2025: In line with the World Tourism Day 2025 theme, “Tourism and Sustainable Transformation,” Booking.com’s research deep dives into the evolving mindset of Indian travellers, revealing an accelerating shift towards conscious travel. Sustainability is no longer a niche preference, it's a fundamental driver of travel decisions for Indian travellers.  73%* of Indian travellers - compared to 42% globally, state that travelling more sustainably is one of the primary factors they consider before booking any part of their trip. They continue to seek greener choices, actively embracing waste reduction, responsible travel and authentic cultural engagement. 

“Today’s travellers are seeking more than trips, they are making value-driven choices. In India, 34% of travellers say the sustainability credentials of a property are a key factor when choosing where to stay, apart from the price and location. This shows a clear shift towards conscious travel decisions. The road ahead, calls for collective action and  at Booking.com, we are committed to empowering our partners and travellers alike, with seamless options and resources to embrace sustainability and make meaningful, responsible choices,” said Santosh Kumar, Regional Manager, South Asia at Booking.com. 

From Waste Reduction to Authentic Experiences 

Over the past year, Indian travellers have translated their intentions into tangible action, prioritising waste reduction, supporting local economies, and embracing mindful travel habits. The data reveals a proactive approach that goes beyond simple awareness:

Responsible Consumer: 48% of Indian travellers said they used their own reusable water bottle in the last 12 months, 42% recycled their garbage while travelling and 39% avoided using single-use plastic. 

Off-Peak Explorer: 42% travelled outside of peak season, 37% avoided activities that could harm local wildlife and 28% chose to go to less popular destinations. 

Culture & Community Enthusiast: 42% shopped at small, independent stores, while 40% learned about the local culture at their destination. Furthermore 33% participated in authentic, local cultural experiences and 31% went to restaurants that primarily use locally sourced/organic foods directly contributing to community livelihoods and preserving cultural heritage.

This momentum continues in 2025 with 42%** of Indian travellers (compared to 19% globally) looking to engage in sustainable activities such as seeing wildlife in its natural habitat or learning about the environment. 

Convenience and Impact

While intentions are strong, Indian travellers are motivated to make sustainable choices when options are easy to identify, affordable and come with tangible rewards or perks. They are also highlighting that convenience and impact go hand in hand in shaping greener journeys. 

Value-Seeker: 46% of Indian travellers said offering discounts or economic incentives would encourage them to choose more sustainable options, followed by 45% who want advice on how to travel more sustainably on a budget. 

Planner With Purpose: 40% want sustainability clearly highlighted. 

36% said having options to book a more sustainable holiday package would motivate them, while 35% want advice for activities that help them give back to the local community. 

Shared Responsibility for a Greener Future 

Indian travellers view sustainable tourism as a shared responsibility, requiring a collaborative effort from all stakeholders. They believe governments, industry players and trusted travel platforms must work together to build long-term awareness and inspire more responsible, sustainable travel choices. 

37% of Indian travellers said governments are among the most responsible, followed by 31% who chose travel service providers such as airlines and hotel chains. 

25% picked major travel websites/apps, while 21% selected media/journalists. 

19% said travellers themselves should play a role, 18% chose schools and educational institutions, 14% selected influencers on social media and 10% opted for NGOs and non-profit organisations. 

As sustainability continues to shape travel choices, Indian travellers are proving that mindful journeys go hand in hand with meaningful impact. Their growing commitment is not just a trend; but a move towards a more responsible tourism sector.