Awareness of sustainable tourism has reached a high level worldwide. According to the “Travel & Sustainability 2026” report, 85% of travelers consider it important—or very important—to travel sustainably.

However, this awareness does not consistently translate into actual behavior. The gap between intention and action has become one of the main structural challenges facing the tourism sector.

Awareness does not guarantee a change in behavior

The data confirms that sustainability is no longer a niche trend, but a widespread expectation. Even so, this high level of awareness does not necessarily translate into measurable changes in behavior. The gap between what travelers say and what they do suggests that the problem is not motivation, but execution.

Generational Differences in Behavior

Stated intention

Younger generations are more likely to travel sustainably in the next 12 months:

  • Gen Z: 75%
  • Millennials: 71%
  • Gen X: 60%
  • Boomers: 47%

Actual behavior

However, older generations are more likely to adopt specific practices:

  • Waste reduction: up to 67%
  • Reduction in energy consumption: up to 60%
  • Spending at Local Businesses: Up to 59%
  • Off-season travel: up to 63%

This suggests that habitual, low-friction behaviors are adopted more easily than those based solely on intention.

Operational Sustainability vs. Experiential Sustainability

Two distinct patterns can be observed:

  • Older travelers prioritize operational and repeatable actions
  • Younger travelers are more likely to participate in specific activities, such as cultural experiences or conservation initiatives

This reflects two different approaches: optimizing routine behavior versus one-time involvement.

Structural barriers

The report identifies the main obstacles:

  • Lack of time or effort required: 42%
  • Higher perceived cost: 38%
  • Skepticism toward sustainability claims: 37%
  • Insufficient supply: 36%
  • Lack of clear information: 37%

These barriers are structural in nature, not attitudinal.

From Awareness to System Design

To scale up sustainable tourism, we need to move from raising awareness to facilitating decision-making.

This means:

  • Standardized and comparable data
  • Reducing Decision-Making Complexity
  • Greater affordability
  • Transparent and Reliable Information

Implications for the sector

Platforms, destinations, and operators must integrate sustainability directly into the decision-making process.

Sustainability must be:

  • Measurable
  • Comparable
  • Visible when making a selection

Conclusion

The gap between intention and action does not reflect a lack of commitment on the part of travelers, but rather limitations in the current system.

Closing this gap requires aligning information, incentives, and accessibility so that the sustainable option is also the easiest one.

Read the full report here