In an ever-changing global market, Booking.com Regional Manager, Oceania, Todd Lacey, says the tourism landscape is being reshaped by a wave of new behaviours.
The 2025 Booking.com Travel and Sustainability Report, marking its 10th year, reveals a significant shift in Australian travel attitudes. Travellers are becoming increasingly eco-conscious and aware of their impact on local communities.
In 2016, less than half (40%) of Australian travellers considered themselves to travel sustainably. By 2025, this figure has surged to 91%, demonstrating a strong desire for more sustainable travel choices. Over the past decade, awareness levels, preferences, and priorities regarding positive impacts on destinations, communities, and ecosystems have also evolved. Over half (51%) now consider tourism’s effects on communities and the environment, up from 40% in 2016.
Travellers are now factoring in community and economic impacts alongside environmental considerations. Concerns about over-tourism have led 38% of travelers to consider travelling during off-peak seasons and 32% to explore less crowded destinations. Conversely, 73% of global travellers visiting Australia seek authentic local cultural and community experiences, highlighting the growing interest in Indigenous tourism.
The majority (62%) of Australian travellers believe there is the right amount of tourism where they live, however, common tourism-related challenges they face include: traffic congestion (40%), rising cost of living (34%), littering (32%), and overcrowding (32%).
Despite these concerns, only a small number (16%) of Aussie travellers believe that capping the number of tourists to their home destination is the answer. Instead, the need for local investment is emphasised, with top areas of support including waste management (33%), improved transportation (32%), and environmental conservation (25%).
To ensure that destinations can continue to be enjoyed by both locals and visitors alike, tourism, infrastructure and innovation need to keep pace with travellers’ good intent. As a leader in the travel industry, we want to make it easier for both travellers and partners to feel confident that the choices they make are helping to contribute positively to Australian destinations and communities.