Virtuoso’s March 2025 survey reveals a strong shift towards sustainability among luxury travellers. As global challenges affect travel choices, more discerning tourists are prioritising responsible tourism

Sustainability awareness

• Rising responsibility: 68% of travellers say recent global events have made them more conscious of responsible travel, up from 55% in 2024.

• Enhancing experience: 62% believe sustainable travel enhances their holiday experience, a significant increase from 44% last year.

Travel choices

• Sustainability in decisions: 42% of travellers consider it “very important” to choose travel providers with strong sustainability policies, a 15% increase from 2024.

• Overtourism solutions:

  • 32% are willing to travel to less-touristy destinations.

  • 26% prefer visiting popular destinations during off-peak seasons.

  • 30% are open to all three strategies (lesser-known destinations, off-peak travel, and paying more for access).

Willingness to pay more

• Supporting sustainable tourism: 59% of travellers are willing to spend more on responsible travel if they understand how funds are used.

• Greater commitment: 13% are always willing to pay a premium for sustainable options, up from 4% in 2024.

Role of travel advisors

• Guidance from professionals: 25% of respondents say they are more likely to travel responsibly with the help of a trusted travel advisor, an increase from 16% in 2024.