The European Travel Commission (ETC) has published the results of a new study looking into responsible travel behaviour by long-haul travellers visiting Europe. Despite receiving less attention in the media, sustainability as a subject seems to continue to grow among travellers.
Assessment of Responsible Travel Behaviours of Long-haul Travellers to Europe, a survey published by the European Travel Commission and carried out by Kairos Future, shows a growing interest for sustainability amongst 3,000 travellers from six overseas markets (Australia, Brazil, Canada, China, Japan, and the U.S.).
The survey looked into four responsible travel behaviours in particular: travelling off-season, going off the beaten track, engaging with local communities, and travelling green. Compared with the 2024 baseline (100), all of them showed modest growth, despite the fact that sustainability occupies a relatively smaller share of global media attention than in recent years.
“The findings suggest travellers are increasingly open to small, feasible adjustments that reduce tourism pressure – for example, choosing local accommodation, planning slower itineraries or using rail where convenient. At the same time, practical frictions such as seasonal uncertainty, fragmented rail booking, and EV logistics risk prevent intentions from becoming behaviour,” the report reads.
Four main responsible travel behaviours
Overall, green travel choices showed the strongest growth in 2025 (108). Trains, public transport, and other lower-emission mobility options became increasingly popular amongst those travelling within Europe. Reliance on primarily fossil fuel-based transport declined from 35% in 2024 to 30% in 2025, while human-powered or electric mobility options increased from 13% to 18%.
Long-haul travellers were also more inclined to visit destinations beyond the main tourism routes (106) and to engage with local communities (105). Choosing locally owned accommodation, supporting local businesses, and engaging with regional culture, food, and traditions during travel proved particularly popular. Last but not least, the off-season travel index increased to 102, which suggests a modest redistribution of travel away from the busiest months.
“Through initiatives such as ETC’s Unlock the Unexpected Upgrade campaign, we are working with European destinations to promote travel that encourages visitors to explore beyond the obvious, travel throughout the year, and connect more deeply with local communities. At the same time, while we continue raising awareness and inspiring travellers to make responsible choices, tourism stakeholders must address practical barriers — from transport planning to infrastructure — so that these intentions can translate into real change,” said Eduardo Santander, CEO of the European Travel Commission.
The ETC suggests that travellers are often most receptive to small, practical adjustments. By making it easier for long-haul travellers to know which periods qualify as off-season, by making green travel choices more affordable, and by making rail booking more user-friendly, travellers could potentially be made more receptive to responsible travel behaviour.
