16/10/2025 | SIAN
Turismo sostenible 2025: Las estadísticas que marcan el camino de la Hospitalidad
The year 2025 marks the consolidation of the global tourism recovery after the pandemic. According to the World Tourism Barometer of the World Tourism Organization (UNWTO), international tourist arrivals grew by 5% in the first half of 2025 compared to 2024 and were 4% above 2019 levels. Between January and June 2025, approximately 690 million international tourists were recorded, 33 million more than in the same period in 2024. The recovery is supported by strong demand in Europe, Asia, and Africa and has allowed international tourism revenues in 2024 to exceed $1.7 trillion, a historic record.
In this growth context, discussions no longer revolve only around the number of visitors; the quality and sustainability of travel have become the priority. Sustainable tourism is defined as a type of tourism that involves traveling responsibly, preserving the environment, and safeguarding the well‑being of local communities. Trends in 2025 show that this modality is not a niche but a transformational axis for the industry.
The emergence of sustainable tourism
Travelers in 2025 display unprecedented environmental awareness. Booking.com’s research for its Travel & Sustainability Report 2025 indicates that sustainability has become a priority: 84 % of tourists consider responsible travel important, and 93 % say they want to make more sustainable travel decisions. This willingness translates into behavioral changes: 58 % of respondents are already modifying their habits to reduce their impact, and about 62 % plan to stay in sustainable accommodation in the coming year.
Sustainability goes beyond protecting the natural environment: 53 % of travelers acknowledge that their decisions affect local communities. Two‑thirds of tourists want their trips to reflect the culture and traditions of destinations, and almost half would choose a hotel with sustainability certification over one without. These data underline that sustainability is associated both with preserving natural heritage and with ensuring that host communities share in tourism benefits.In short, the irruption of sustainable tourism shows that it is not a niche but a transformational axis: most travelers not only recognize their footprint but are willing to change their habits and reward companies that act responsibly.
The size and growth of the sustainable market
Economic data confirm that sustainability is good business. A Straits Research report estimates that the global sustainable tourism market reached $3.23 trillion in 2024 and will grow to $3.72 trillion in 2025, with a projected leap to $11.53 trillion in 2033. This implies a compound annual growth rate (CAGR) of 15.2 % for the 2025–2023 period. The research explains that this progress is due to the adoption of sustainable practices by large tourism organizations and the growing demand for authentic, local experiences.
Other consultancies offer different figures due to methodologies or segments analyzed, but agree on the upward trend. Coherent Market Insights, for example, values the market at $3.11 billion in 2025 and forecasts it will reach $10.50 billion in 2032, with a CAGR of 19 %. Regardless of the scale used (trillions or billions), all projections show double‑digit growth.
Regarding segmentation, Straits Research highlights that coastal tourism represents the largest market share, while family holidays generate the highest revenue, and millennials are the dominant demographic group. According to Coherent Market, this generation, aware of climate change, incorporates sustainability into its travel decisions. The same source emphasizes that sustainable holidays not only aim to reduce the environmental footprint but also to provide opportunities for cultural immersion and well‑being.
Growth is not limited to tour offerings. According to an analysis by Radial Storage, the ecotourism market, a subset of sustainable tourism, will reach $279.41 billion in 2025, 13.1 % more than in 2024, and could reach $497.65 billion in 2029 with a CAGR of 15.5 %.
Consumer behavior and expectations
Sustainable awareness is reflected in concrete habits, not just good intentions. The Sustainable Travel Report from Booking.com (2023) notes that 76 % of travelers intend to travel more sustainably in the next 12 months, and 67 % turn off the air‑conditioning when they are not in the room; more than half reuse towels to reduce water consumption. This change in habits explains why 60 % are willing to pay more for companies that prioritize environmental care.
.png)
Booking.com’s 2025 research adds a community‑focused nuance: 73 % of travelers want the money they spend to benefit the local community, and 69 % want to leave destinations better than they found them. To achieve this, many adjust their itineraries: 39 % are willing to travel at other times of the year, and 36 % would choose alternative destinations to avoid crowds.
The Sustainable Travel Study by Expedia Group (2022) confirms that these attitudes translate into action: 90 % of consumers search for sustainable travel options, and three out of five (about 60 %) have already opted for more eco‑friendly accommodation or transport. Looking ahead, 65 % plan to choose an environmentally friendly mode of transport or lodging. Travelers also accept additional costs: on average, they are willing to spend 38 % more to reduce their impact, and 74 % would prefer accommodation or transport that supports the local community, even if it is more expensive. Almost 70 % would sacrifice comfort or convenience (for example, walking instead of using a car), with half willing to give up comfort and 50 % to get around on foot.
Other reports reinforce this trend. The Sustainable Travel Consumer Report from Trip.com Group reveals that 79 % of respondents consider sustainable tourism vital, and most state that they always or sometimes look for sustainable options. However, nearly 70 % perceive that responsible choices are scarce or difficult to find, highlighting the need for agencies, airlines, and booking platforms to make the sustainable offering more visible.
Obstacles and challenges to overcome
Despite strong demand, some barriers slow the widespread adoption of sustainable tourism. Straits Research notes that implementing green infrastructure entails high upfront costs: installing photovoltaic solar systems costs an average of $876 per kilowatt in 2022, and a hotel in the United States could spend between $25 960 and $36 960 before tax credits. Obtaining LEED certification can cost between $900 and $5 000 just in fees, while meeting the requirements can raise the total investment to $20,000–60,000. These expenses are especially burdensome for small businesses.
Analysts at Coherent Market Insights point out that the lack of standardization and widely recognized certifications makes it difficult for consumers to identify truly sustainable options. Travelers themselves recognize this problem: in the Expedia survey, 74 % of consumers consider that being a sustainable traveler is too costly; meanwhile, the Trip.com report shows that around 70 % of users have seen or look for sustainable travel options but perceive that supply is insufficient.
Future outlook: the rise of ecotourism
Despite these challenges, the outlook for sustainable tourism and ecotourism is optimistic. Industry growth is supported by government policies, increasing climate awareness, and the demand for authentic experiences.
According to Radial Storage’s analysis, online searches for the term “sustainable travel” peaked in April 2023 and remain high in 2025, indicating continued interest.
Traveler awareness is also reflected in daily habits: the proportion of tourists who turn off the air‑conditioning or heating in their accommodation increased from 43 % in 2020 to 67 % in 2023. One‑third of travelers even plan to take shorter trips to reduce their carbon emissions. These trends suggest that sustainability measures are no longer an added value but a decisive factor in travel decisions and will continue to strengthen towards 2030.
A strategic opportunity
For SIAN , these statistics represent a strategic opportunity. Its mission of “returning to the origin” through the design of spaces that combine luxury, comfort, and respect for the environment aligns with the growing trend toward eco‑friendly accommodation. Our modular cabin models, such as “Nest”, “Cabin”, “Loft”, and “Villa”, as well as customized projects, allow hotels, hosts, and real‑estate developers to incorporate facilities that blend into natural landscapes and reduce environmental impact. The global demand for certified sustainable lodging and travelers’ willingness to pay more for eco‑friendly accommodations are arguments in favor of investing in solutions like SIAN’s.
.png)
SIAN’s modular solutions can also take advantage of tourists’ preference for authentic experiences and contribute to local development. Booking.com’s 2025 research notes that 73 % of travelers want the money they spend to benefit the host community, and SIAN’s offering can include partnerships with artisans and local suppliers, use of regional materials, and social responsibility programs in the communities where its modules are installed. In addition, a large percentage of travelers are willing to modify their habits to reduce their footprint and choose establishments that integrate energy efficiency, waste management and smart technologies —elements that SIAN incorporates in its designs.
To attract younger generations —responsible for most of the growth in sustainable tourism— we can turn to digital tools such as virtual tours of modules, applications that allow guests to calculate the carbon footprint of a stay, or home‑automation solutions that improve energy efficiency. The initial investments in materials, certifications, and technology may be significant, but the long‑term benefits include reputation, differentiation, and the possibility of leading a rapidly expanding market.
Sustainable tourism: a dominant trend in 2025
The year 2025 confirms that sustainability is not a fad but the inevitable path for tourism. International arrivals have already recovered and surpassed pre‑pandemic levels, but the debate focuses on the quality and impact of travel. The majority of travelers value sustainability and are willing to change habits and pay more to reduce their footprint, while the market grows at a double‑digit pace.
In this scenario, allying with SIAN Experiences is an opportunity to lead by example: offering services that reduce environmental impact, support local communities, and educate the traveler. The challenges of investment and certification are real, but the long‑term benefits, in reputation, savings, and loyalty, outweigh the costs.
In short, sustainable tourism has consolidated as the dominant trend in 2025. Those who adopt this vision will not only strengthen the prosperity of their business but also contribute to the well‑being of the planet and of the communities that inhabit it.
Comments
.png)
.png)
.png)
.png)
