The Good team has long championed sustainable and conscious travel, and it seems this mindset is gaining traction among more and more people. Booking.com has just released the 10th edition of its annual research exploring consumer attitudes and intentions with regards to the social and ecological impact of travel. With insights from 32,000 travellers in 34 countries, the research concludes that, for the first time, half of Kiwi travellers (47 per cent) are now conscious of travel’s impact on communities as well as the environment, and that two thirds (67 per cent) now want to leave places better than when they arrived.
The new research takes a community-centric lens. Asking respondents not just how they travel but how they also experience inbound visitors where they live, this approach sheds light on the benefits and challenges of tourism from their perspective as both travellers and locals. The report reveals that while more than half (57 per cent) feel that tourism has a positive impact overall on the place where they live, adjustments are needed so that destinations can grow at a healthy pace and continue to be enjoyed by all.
Understanding the needs of local residents
While over half of Kiwi travellers believe there is the right amount of tourism where they live, residents highlight that they still face the common challenges related to tourism including: traffic congestion, littering, overcrowding and rising cost of living.
With this in mind, only a small number (13 per cent) believe that capping the number of tourists in their home destination is the answer. Instead, they emphasise the need for investment in their communities with improved transportation, waste management and environmental conservation identified as the top types of support they’d like to see.
When it comes to visitor behaviour where they live, more than half of New Zealand travellers share a positive sentiment, saying that the tourists they see at home often or always respect local customs and traditions, as well as support local businesses. While this still highlights room for improvement, it does correlate with their own intentions for travel, with 72 per cent wanting the money they spend to go back to the local community. Even more promising for Aotearoa’s tourism reliant communities, a clear majority of global travellers (77 per cent) are seeking authentic experiences representative of local culture.
Mindful habits becoming mainstream
Travelling more sustainably remains important for most Kiwi travellers (72 per cent) with decade-long data showing how it has become a larger priority for many when planning trips.
In 2016, only a third of Kiwi travellers believed they travelled sustainably. By 2025, a whopping 90 per cent indicate they want to make more sustainable travel choices and to some extent have done so. In addition to increased intent, over the ten years that Booking.com has been gathering insights, there have been shifts in awareness levels, preferences and priorities when it comes to what travellers perceive as having a more positive impact on local destinations, communities and ecosystems.
This year’s research shows that behaviours relating to community and economic impact now sit alongside these environmental choices, with travellers consciously considering ways they can minimise the impact of the destinations they visit, whether that’s seeking advice on travel at other times of the year or visiting alternative destinations to avoid overcrowding.
“To ensure that Aotearoa’s unique landscapes and communities can continue to be enjoyed by both locals and visitors, tourism infrastructure and innovation need to keep up with how travellers are choosing to explore more thoughtfully and responsibly,” says Melissa Ellison, Area Manager at Booking.com.
“As we look to the future, we are also optimistic about the potential for AI and other technology to play a role. We ultimately want to make it easier for all travellers to connect with a more diverse range of local communities and help spread the positive benefits of tourism more broadly.”
As a leader in the travel industry, Booking.com is one business that’s committed to making it easier for both travellers and local partners to feel confident that their choices are supporting the long-term wellbeing of the places they visit. That includes highlighting stays with credible sustainability certifications, training and support for Kiwi hosts, as well as encouraging deeper connection with local communities and kaitiakitanga (guardianship) of natural resources.
To read Booking.com’s full 2025 research, click here.
