World events are encouraging people to travel responsibly: Virtuoso

Virtuoso has released survey findings that provide a glimpse into how some of the most discerning travellers are embracing sustainable tourism.

The results show that sustainability is a top priority that influences choices and reshapes the way travellers explore.

The following are key insights sourced from a survey conducted among Virtuoso travelers in March 2025: 

Serious about sustainability

This year, 68 per cent of travellers Virtuoso surveyed say that recent world events have encouraged them to travel more responsibly, compared to 55 per cent in 2024.

This increase signals a heightened awareness of global challenges, with surveyed travelers expressing concerns about extreme weather, natural disasters, geopolitical instability, overtourism and changes in environmental policies.

Alongside these issues, there is a broader desire to safeguard both the planet and its people.

Global citizens are also recognizing the long-term benefits and personal fulfillment that sustainability brings to their journeys: 62 per cent agreed that travelling sustainably enhances their vacation experience, up from 44 per cent last year. 

Intention into impact 

More mindful of their environmental footprint, 42 per cent of consumers consider it “very important” to choose travel companies with strong sustainability policies, a 15-point jump from 2024.

Meanwhile, fewer travellers require more information on the topic beforehand, suggesting they are better informed than ever before.

When asked what actions they would potentially take to curb overtourism, 32 percent said they are willing to travel to alternative, less explored destinations, 26 per cent would visit a popular destination during an off-peak season and 5 percent would pay more to access a popular destination.

While interest in visiting popular destinations during off-peak times fell from 47 per cent in 2024, the percentage of travellers willing to adopt all three strategies more than doubled (from 13 to 30 per cent). This shift indicates a firmer commitment to tackling overtourism and a growing preference for lesser-known locales. 

The power of a pro

Travellers value transparency, particularly when it comes to ensuring that their spending benefits the communities and destinations they visit, Virtuoso says.

While 59 per cent remain willing to spend more on responsible travel if they know how the funds are used, the percentage of those always willing to pay a higher amount has risen from 4 to 13 percent.

The demand for professional guidance in making informed decisions about sustainability is also on the rise.

Twenty-five percent say they are more likely to travel responsibly if they have help from a reliable expert, such as a professional travel advisor, compared to just 16 percent last year.

Additionally, 61 percent now feel connected to all three of Virtuoso’s sustainability pillars – protecting the planet, supporting local economies and celebrating cultures.

This is a noticeable increase from 47 percent in 2024 and demonstrates the need for a well-rounded approach to sustainable travel planning, with the trusted guidance of advisors playing a key role. 

“Through deliberate action, mindful spending and a desire to make a difference, luxury travelers are looking to take a more active role in ensuring they travel responsibly,” said Virtuoso’s Vice President of Sustainability Javier Arredondo. “Sustainable travel has been viewed as either something observed by backpackers or, on the other end of the spectrum, an exclusive choice for a select few. We’re now seeing sustainable tourism as an accessible option for travellers who recognize that doing good and traveling well are not mutually exclusive. By empowering our members and partners to meet the expectations of informed travellers, we’re helping make sustainable travel an easy choice for everyone who wants to explore with confidence and purpose.”

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.