New research from the European Travel Commission indicates that long-haul travellers to Europe are increasingly adopting responsible travel behaviours, such as choosing greener transport, engaging with local communities, travelling off-season, and visiting less popular destinations, despite a decline in sustainability coverage in public media.
The European Travel Commission (ETC), in collaboration with Kairos Future, conducted a study assessing responsible travel behaviours among long-haul travellers to Europe. The research is based on a survey of 3,000 travellers from Australia, Brazil, Canada, China, Japan, and the United States. The study also includes an analysis of online travel discussions and editorial media coverage related to European travel.
The research tracks four main responsible travel behaviours: travelling off-season, visiting less popular destinations, engaging with local communities, and choosing greener transport options. The study uses a baseline index of 100 for 2024 to measure year-on-year changes.
Key Findings: Growth in Responsible Travel Behaviours
All four responsible travel indicators showed modest increases compared to the previous year. The 2025 index values are as follows:
- Travel green: 108
- Go off the beaten track: 106
- Love local: 105
- Travel off-season: 102
These results indicate a gradual shift in traveller behaviour towards more sustainable and locally immersive travel, even as sustainability receives less attention in global media coverage.
Trends in Greener Mobility and Slower Travel
The most significant improvement was seen in green travel choices, with the index rising from 100 in 2024 to 108 in 2025. The share of travellers using human-powered or electric mobility options increased from 13% to 18%. Reliance on fossil fuel-based transport declined from 35% to 30%.
Travellers are increasingly using trains, public transport, and other lower-emission mobility options while travelling within Europe. This shift reflects a growing preference for sustainable transport solutions among long-haul visitors.
Local Engagement and Authentic Experiences
Engagement with local communities also increased, as indicated by the “love local” index rising to 105. Travellers reported greater interest in staying at locally owned accommodations, supporting local businesses, and participating in regional cultural experiences, including food and traditions.
Survey responses suggest that travellers interpret local engagement in various ways, highlighting the importance of clear communication about which activities benefit destinations and communities.
Interest in Off-Season and Alternative Destinations
The index measuring travel to lesser-known destinations rose to 106, indicating greater openness to exploring destinations beyond traditional tourism hotspots. The off-season travel index rose to 102, indicating a gradual shift in travel away from peak months.
Barriers to Responsible Travel
Despite increased willingness to travel responsibly, practical challenges remain. While 53% of respondents intended to travel off-season, only 49% did so, revealing a 4% gap between intention and behaviour. For visiting lesser-known destinations, the gap was 5%.
Common barriers mentioned in online discussions include uncertainty about off-season periods, fragmented rail booking systems, and the complexity of planning electric vehicle trips across countries. Price sensitivity also influences travel decisions.
Travellers are most receptive to practical adjustments that facilitate responsible travel, such as choosing locally owned accommodation, planning slower itineraries, or using rail where convenient.
Conclusion
The ETC study shows a modest but consistent increase in responsible travel behaviours among long-haul visitors to Europe. While sustainability receives less media attention, travellers are gradually shifting towards greener transport, local engagement, off-season travel, and exploration of less-visited destinations. Practical barriers remain, but small adjustments can help travellers act on their intentions. The full report is available on the ETC website.
