Sustainable Tourism Market Size, Share, Trends & Competitive Analysis By Type (Ecotourism, Cultural Tourism, Adventure Tourism, Wildlife Tourism, Agrotourism) By Application (Leisure Travel, Business Travel, Education and Research, Volunteer Tourism, Health and Wellness Tourism); By Regions, and Industry Forecast, Global Report 2023-2030

  • Report ID: FDS579
  • Forecast Period: 2023-2030
  • No. of Pages: 150+
  • Industry: Travel and Tourism

The global Sustainable Tourism market size was valued at USD 158.50 billion in 2023 and is projected to expand at a compound annual growth rate (CAGR) of 13.2% during the forecast period, reaching a value of USD 338.90 billion by 2030.

Sustainable Tourism market research report by Future Data Stats, offers a comprehensive view of the market's historical data from 2018 to 2021, capturing trends, growth patterns, and key drivers. It establishes 2022 as the base year, analyzing the market landscape, consumer behavior, competition, and regulations. Additionally, the report presents a well-researched forecast period from 2023 to 2030, leveraging data analysis techniques to project the market's growth trajectory, emerging opportunities, and anticipated challenges.


Sustainable Tourism, often referred to as eco-tourism or responsible tourism, is a travel and leisure approach that prioritizes environmental conservation, socio-cultural sensitivity, and economic sustainability. It aims to minimize the negative impact of tourism on natural ecosystems and local communities while providing travelers with enriching and authentic experiences. Sustainable tourism involves practices such as reducing carbon footprints through eco-friendly transportation, supporting local economies by choosing locally owned businesses, and respecting the cultural heritage of the destinations visited. It seeks to strike a harmonious balance between tourism activities and the well-being of the environment and the people living in the host communities, ensuring that future generations can also enjoy these destinations.


The increasing concern for environmental conservation and the need to reduce the carbon footprint associated with tourism. Travelers are increasingly opting for eco-friendly practices, such as using sustainable accommodations, supporting wildlife conservation efforts, and choosing low-impact transportation options like electric vehicles or bicycles. Additionally, the rise of conscious consumerism has propelled sustainable tourism, with travelers seeking experiences that align with their values, such as cultural immersion and authentic interactions with local communities.

However, the market also faces certain restraints, including the challenge of balancing sustainability with profitability. Sustainable practices can sometimes come with higher costs, and there is a need to bridge the gap between environmentally responsible tourism and affordability. Additionally, regulatory challenges and inconsistent standards for sustainable tourism practices can create hurdles for businesses and travelers alike. Nevertheless, these challenges also present opportunities for innovation in sustainable travel, including the development of cost-effective eco-friendly solutions, increased collaboration among stakeholders, and the creation of transparent certification systems to guide travelers' choices.



Ecotourism, one of the key segments, focuses on nature-based travel experiences while emphasizing environmental conservation and community involvement. It often involves visits to protected areas, wildlife reserves, and ecologically sensitive zones, offering travelers a chance to engage with nature responsibly.

Cultural Tourism, another significant type, immerses travelers in the heritage and traditions of local communities. This form of sustainable travel promotes cultural preservation and understanding, encouraging visitors to engage with indigenous practices, crafts, and historical sites. Adventure Tourism caters to thrill-seekers, offering activities like hiking, rafting, and mountaineering. While providing exhilarating experiences, this segment also emphasizes safety, environmental stewardship, and the preservation of natural habitats.

Wildlife Tourism focuses on observing and appreciating wildlife in their natural habitats, promoting awareness about conservation efforts and the importance of protecting endangered species. Agrotourism, on the other hand, connects travelers with agricultural communities, providing insights into farming practices and rural lifestyles.


Leisure Travel remains a cornerstone, with many individuals seeking eco-friendly and culturally enriching experiences during their vacations. Sustainable leisure travel promotes responsible tourism practices, encouraging travelers to make environmentally conscious choices while exploring new destinations.

Business Travel is another important segment in the Sustainable Tourism market, as companies increasingly recognize the significance of reducing their carbon footprint and supporting sustainable practices. Corporate travelers often opt for accommodations and transportation options that align with their company's sustainability goals, contributing to the market's growth. Educational Travel focuses on enhancing travelers' knowledge through visits to historical sites, cultural institutions, and immersive learning experiences. This segment fosters a deeper understanding of different cultures and promotes responsible travel habits.

Wellness Tourism caters to those seeking relaxation and rejuvenation in eco-friendly and wellness-oriented destinations. It encompasses activities such as yoga retreats, spa vacations, and wellness-focused excursions. Lastly, Volunteer Tourism encourages travelers to give back to communities and environments they visit through volunteer work. This segment embodies responsible and ethical travel practices, as volunteers engage in projects aimed at supporting local communities and conservation efforts.


Urban Tourism caters to travelers seeking eco-conscious city experiences, promoting sustainable urban planning, green infrastructure, and eco-friendly transportation options within metropolitan areas. This segment often includes visits to green spaces, eco-friendly hotels, and cultural attractions that emphasize sustainable practices.

Rural Tourism offers a contrast to urban settings, inviting travelers to explore the tranquility of countryside landscapes and engage with rural communities. Sustainable rural tourism encourages support for local agriculture, organic farming, and community-based initiatives, fostering economic development in less-urbanized regions. Coastal Tourism centers around beach destinations and marine ecosystems, emphasizing marine conservation, sustainable seafood practices, and eco-friendly water-based activities like snorkeling and scuba diving.

Mountain Tourism appeals to adventure seekers and nature enthusiasts, focusing on preserving high-altitude environments and fragile mountain ecosystems. Sustainable mountain tourism includes activities such as trekking, mountaineering, and wildlife observation while ensuring responsible waste management and protection of pristine mountain landscapes. Rainforest Tourism immerses travelers in lush and biodiverse rainforest regions, emphasizing the importance of rainforest conservation, sustainable forestry practices, and ecotourism initiatives that support local rainforest communities.


In North America, sustainability practices are well-integrated into tourism, with travelers seeking eco-friendly experiences in national parks, eco-lodges, and sustainable cities. Europe, with its rich cultural heritage and environmental consciousness, remains a key player in sustainable tourism. European countries prioritize responsible travel, promoting green initiatives, and heritage preservation while offering a wide array of sustainable travel options.

The Asia Pacific region is witnessing significant growth in sustainable tourism, driven by rising incomes, an increasing interest in environmental conservation, and a growing appreciation for eco-adventures. Latin America, known for its biodiversity and natural wonders, is an emerging hub for eco-tourism, with a focus on rainforest conservation and sustainable practices. Meanwhile, the Middle East and Africa are also experiencing a surge in sustainable tourism, with efforts to promote desert conservation, cultural preservation, and responsible wildlife encounters.


Travel restrictions, lockdowns, and health concerns led to a steep decline in tourism activities, impacting eco-friendly and sustainable travel as well. Many sustainable tourism initiatives, particularly those reliant on international visitors, faced challenges as global travel ground to a halt.

However, the pandemic also prompted a reevaluation of tourism practices, with a renewed focus on safety, hygiene, and sustainability. Travelers increasingly sought secluded and nature-oriented destinations, driving interest in eco-tourism and rural experiences. Sustainable accommodations and activities, which often emphasize open spaces and responsible practices, saw a surge in demand as travelers sought safer and more meaningful travel options.


Mergers and acquisitions: In recent years, there have been a number of mergers and acquisitions in the sustainable tourism sector. For example, in 2022, Intrepid Travel acquired G Adventures, creating one of the world's largest sustainable tour operators. This merger will allow the two companies to combine their resources and expertise to offer even more sustainable travel options to customers.

Product new launches: Many businesses are launching new products and services designed to appeal to sustainable tourists. For example, in 2023, Airbnb launched a new program called Airbnb Sustainable called Airbnb Sustainable. This program highlights eco-friendly listings and offers guests tips on how to travel more sustainably.


  • TUI Group
  • Intrepid Travel
  • G Adventures
  • The Travel Corporation
  • AccorHotels
  • Marriott International
  • Booking Holdings Inc.
  • Expedia Group
  • Airbnb, Inc.
  • Wilderness Safaris
  • Responsible Travel
  • Natural Habitat Adventures
  • Adventure Travel Trade Association (ATTA)
  • Thomas Cook Group
  • Lindblad Expeditions
  • Abercrombie & Kent
  • Six Senses Hotels Resorts Spas
  • Belmond Ltd.
  • Wilderness Scotland
  • Jet2 Holidays
  • MakeMyTrip Limited
  • Virtuoso
  • EXO Travel
  • The Hongkong and Shanghai Hotels, Limited (Peninsula Hotels)
  • Cox & Kings Ltd.

Table of Contents

1.1. Definition of Sustainable Tourism
1.2. Importance and Goals of Sustainable Tourism

Global Overview
2.1. Current State of the Tourism Industry
2.2. Growth of Sustainable Tourism Worldwide
2.3. Key Drivers for Sustainable Tourism

Environmental Sustainability
3.1. Conservation and Biodiversity
3.2. Eco-friendly Accommodations and Transportation
3.3. Reducing Carbon Footprint

Economic Impact
4.1. Job Creation and Local Economies
4.2. Sustainable Tourism as an Investment
4.3. Challenges and Opportunities

Social and Cultural Sustainability
5.1. Preserving Local Cultures
5.2. Empowering Local Communities
5.3. Social Responsibility in Tourism

Legal and Policy Framework
6.1. International Agreements and Initiatives
6.2. Government Regulations and Incentives
6.3. Compliance and Certification

Marketing and Promotion
7.1. Branding Sustainable Tourism
7.2. Reaching Eco-conscious Travelers
7.3. Case Studies of Successful Campaigns

Challenges and Obstacles
8.1. Overtourism and Its Consequences
8.2. Balancing Conservation and Tourism
8.3. Technological and Societal Challenges

Future Trends and Innovations
9.1. Emerging Technologies in Sustainable Tourism
9.2. Trends in Traveler Preferences
9.3. Potential Disruptions and Opportunities

Case Studies
10.1. Sustainable Tourism Success Stories
10.2. Lessons from Failed Initiatives
10.3. Innovative Approaches in Different Regions

11.1. The Path Forward for Sustainable Tourism
11.2. The Role of Stakeholders
11.3. Call to Action for a More Sustainable Future


Sustainable Tourism Market Segmentation

By Type:

  • Ecotourism
  • Cultural Tourism
  • Adventure Tourism
  • Wildlife Tourism
  • Agrotourism

By Application:

  • Leisure Travel
  • Business Travel
  • Education and Research
  • Volunteer Tourism
  • Health and Wellness Tourism

By Geography:

  • North America (USA, Canada, Mexico)
  • Europe (Germany, UK, France, Russia, Italy, Rest of Europe)
  • Asia-Pacific (China, Japan, South Korea, India, Southeast Asia, Rest of Asia-Pacific)
  • South America (Brazil, Argentina, Columbia, Rest of South America)
  • Middle East and Africa (Saudi Arabia, UAE, Egypt, Nigeria, South Africa, Rest of MEA)

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Primary Research:

Primary Research


Desk Research


Company Analysis


•       Identify key opinion leaders

•       Questionnaire design

•       In-depth Interviews

•       Coverage across the value chain


•       Company Website

•       Company Annual Reports

•       Paid Databases

•       Financial Reports


•       Market Participants

•       Key Strengths

•       Product Portfolio

•       Mapping as per Value Chain

•       Key focus segment


Primary research efforts include reaching out to participants through emails, telephonic conversations, referrals, and professional corporate relations with various companies that make way for greater flexibility in reaching out to industry participants and commentators for interviews and discussions.

The aforementioned helps to:

  • Validate and improve data quality and strengthen the research proceeds
  • Develop a market understanding and expertise
  • Supply authentic information about the market size, share, growth, and forecasts

The primary research interview and discussion panels comprise experienced industry personnel.

These participants include, but are not limited to:

  • Chief executives and VPs of leading corporations specific to an industry
  • Product and sales managers or country heads; channel partners & top-level distributors; banking, investments, and valuation experts
  • Key opinion leaders (KOLs)

Secondary Research:

A broad array of industry sources for the secondary research typically includes, but is not limited to:

  • Company SEC filings, annual reports, company websites, broker & financial reports, and investor  presentations for a competitive scenario and shape of the industry
  • Patent and regulatory databases to understand technical & legal developments
  • Scientific and technical writings for product information and related preemptions
  • Regional government and statistical databases for macro analysis
  • Authentic news articles, web-casts, and other related releases to evaluate the market
  • Internal and external proprietary databases, key market indicators, and relevant press releases for  market estimates and forecasts



•       Top executives of end-use industries

•       C-level executives of the leading Parenteral Nutrition companies

•       Sales manager and regional sales manager of the Parenteral Nutrition companies

•       Industry Consultants

•       Distributors/Suppliers


•       Annual Reports

•       Presentations

•       Company Websites

•       Press Releases

•       News Articles

•       Government Agencies’ Publications

•       Industry Publications

•       Paid Databases


Analyst Tools and Models:



·         Arriving at
Global Market Size

·         Arriving at
Market Size

·         Market Share
of Key Players

·         Key Market Players

·         Key Market Players

·         Market Share
of Key Players

·         Arriving at
Market Size

·         Arriving at
Global Market Size


Sustainable Tourism Market Dynamic Factors


  • Increasing consumer awareness about environmental conservation and responsible travel.
  • Growing demand for unique and authentic travel experiences.
  • Government initiatives promoting eco-friendly tourism.
  • Rise in eco-conscious travelers seeking green accommodations and activities.
  • Collaborations between travel companies and local communities for sustainable tourism development.


  • High initial costs for implementing sustainable practices in the tourism industry.
  • Limited availability of eco-friendly infrastructure in some regions.
  • Resistance to change among traditional tourism businesses.
  • Lack of awareness and education among tourists about sustainable travel options.
  • Regulatory challenges and varying standards for sustainable tourism practices globally.


  • Development of innovative eco-friendly technologies for transportation and accommodations.
  • Partnerships between tourism companies and environmental organizations for conservation projects.
  • Growing market for sustainable travel products and services.
  • Expansion of ecotourism in emerging markets.
  • Investment opportunities in renewable energy solutions for the tourism sector.


  • Balancing economic growth with environmental conservation in popular tourist destinations.
  • Adapting to changing consumer preferences and demands for sustainable travel options.
  • Ensuring the engagement and commitment of local communities in sustainable tourism initiatives.
  • Addressing the lack of standardized metrics for measuring the sustainability of tourism operations.
  • Managing the environmental impact of mass tourism in fragile ecosystems.

Frequently Asked Questions

The global Sustainable Tourism market size was valued at USD 158.50 billion in 2023 and is projected to expand at a compound annual growth rate (CAGR) of 13.2% during the forecast period, reaching a value of USD 338.90 billion by 2030.

Key growth factors in the Sustainable Tourism market include increasing environmental consciousness, a desire for authentic travel experiences, corporate sustainability initiatives, and the growth of eco-friendly accommodations and activities.

Current trends in the Sustainable Tourism market include the rise of eco-lodges and green hotels, wellness-focused sustainable travel options, the expansion of responsible wildlife and marine tourism, and the development of technology-driven sustainability solutions.

While North America and Europe have traditionally dominated the Sustainable Tourism market, regions in Asia-Pacific, Latin America, and Africa are expected to see significant growth due to rising sustainability awareness, natural attractions, and cultural experiences.

Major challenges in the Sustainable Tourism market include balancing economic development with conservation, addressing overtourism in popular destinations, and adapting to changing consumer preferences. Opportunities include innovation in sustainable technologies, collaboration among stakeholders, and education campaigns promoting responsible travel.
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