*By Camille Van Puymbroeck
The European Travel Commission (ETC) has published the results of a new study examining the responsible travel behaviour of long-haul travellers visiting Europe. Although it has received less media attention, sustainability as a topic appears to be gaining ground amongst travellers.
Assessment of Responsible Travel Behaviours among Long-haul Travellers to Europe, a survey published by the European Travel Commission and carried out by Kairos Future shows a growing interest in sustainability amongst 3,000 travellers from six overseas markets (Australia, Brazil, Canada, China, Japan and the US).
Source: ETC
The survey examined four specific responsible travel behaviours in particular: travelling out of season, venturing off the beaten track, engaging with local communities, and travelling sustainably. Compared with the 2024 baseline (100), all of these showed modest growth, despite the fact that sustainability accounts for a relatively smaller share of global media attention than in recent years.
“The findings suggest that travellers are increasingly open to small, feasible changes that reduce pressure on tourist destinations – for example, choosing local accommodation, planning less rushed itineraries or travelling by rail where convenient. At the same time, practical obstacles such as seasonal uncertainty, fragmented rail booking systems and the risks associated with electric vehicle logistics prevent these intentions from translating into actual behaviour,” the report states.
Source: ETC
Four key 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 transport based primarily on fossil fuels fell from 35% in 2024 to 30% in 2025, whilst human-powered or electric transport options rose from 13% to 18%.
Long-haul travellers were also more likely to visit destinations off the beaten track (106) and to engage with local communities (105). Choosing locally owned accommodation, supporting local businesses, and engaging with regional culture, food and traditions whilst travelling proved particularly popular. Last but not least, the off-season travel index rose to 102, suggesting a modest shift in travel away from the busiest months.
Source: ETC
“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, whilst we continue to raise awareness and inspire travellers to make responsible choices, tourism stakeholders must tackle practical barriers — from transport planning to infrastructure — so that these intentions can lead to real change,” said Eduardo Santander, CEO of the European Travel Commission.
The ETC suggests that travellers are often most receptive to small, practical changes. By making it easier for long-haul travellers to identify which periods are considered off-season, by making green travel options more affordable, and by making rail bookings more user-friendly, travellers could potentially be encouraged to adopt more responsible travel behaviour.
Source: traveltomorrow.com