The tourism industry is increasingly focusing on sustainability, with 85% of travelers prioritizing sustainable travel according to Booking.com's 2026 report. Tourists are avoiding overcrowded destinations, with 43% planning to do so, and are also choosing tours that support local communities and wildlife. Younger generations, especially Gen Z and Millennials, are leading in sustainable travel habits, including supporting Indigenous cultures and shopping local. More than a third of travelers plan to stay in sustainability-certified accommodations.