Long-haul travellers are increasingly opting for greener and more immersive travel experiences in Europe, according to a new study by the European Travel Commission (ETC) and Kairos Future. The research, which surveyed 3,000 travellers from Australia, Brazil, Canada, China, Japan, and the US, highlights a modest growth in responsible travel behaviours despite a decline in media focus on sustainability.

The study identifies four key responsible travel behaviours: travelling off-season, exploring lesser-known destinations, engaging with local communities, and choosing greener transport options. Notably, the index for green travel choices rose from 100 in 2024 to 108 in 2025, with more travellers opting for trains and public transport over fossil fuel-based options. The share of travellers using electric or human-powered mobility increased from 13% to 18%.

Interest in local culture also grew, with the "love local" index reaching 105. Travellers are increasingly choosing locally owned accommodations and engaging with regional traditions. The index for visiting off-the-beaten-path destinations rose to 106, whilst off-season travel saw a slight increase to 102.

However, practical barriers remain. A gap exists between travellers' intentions and actions, with 53% intending to travel off-season but only 49% doing so. Challenges include fragmented rail booking systems and the logistics of electric vehicle travel across countries.

Eduardo Santander, CEO of the ETC, commented, “Long-haul travellers are increasingly seeking experiences that are authentic, locally rooted and environmentally conscious. Europe is uniquely positioned to meet these expectations thanks to its diverse destinations, rich local cultures and extensive rail network.”

The full report is available on the ETC website

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