SAVE Tourism Market Size, Share, Growth, and Industry Analysis, By Types (Scientist, Academic, Volunteer, Education), By Applications Covered (Travel Agent, Online), Regional Insights and Forecast to 2033

SAVE Tourism Market Size

The SAVE Tourism Market was valued at USD 64,847 million in 2024 and is expected to grow from USD 66,987 million in 2025 to USD 86,854.6 million by 2033, with a compound annual growth rate (CAGR) of 3.3% during the forecast period from 2025 to 2033.

The U.S. SAVE Tourism Market is expected to experience steady growth over the forecast period, driven by increasing demand for sustainable and eco-friendly travel options. As travelers seek more responsible and environmentally conscious tourism experiences, the adoption of SAVE (Sustainable, Accessible, and Value-based Eco-tourism) initiatives is anticipated to rise across various regions and sectors.

The SAVE Tourism market is growing rapidly as travelers increasingly prioritize sustainable and eco-friendly travel options. SAVE stands for "Sustainability, Accessibility, Value, and Environmental" considerations, and it emphasizes a responsible approach to tourism that minimizes environmental impact while providing enriching travel experiences. With rising awareness of climate change and the environmental footprint of tourism, consumers are actively seeking destinations and experiences that align with their values. This trend is driving the adoption of sustainable travel practices, making it a vital part of the modern tourism industry. The market is witnessing significant interest from eco-conscious travelers, organizations, and governments worldwide.

SAVE Tourism Market Trends

The SAVE Tourism market is experiencing substantial growth due to the increasing shift toward responsible travel. Around 40% of travelers now seek out destinations that promote sustainability, with many tourists prioritizing eco-friendly hotels, transportation, and activities. In fact, approximately 60% of tourists report being willing to pay a premium for sustainable travel experiences, reflecting a strong demand for environmentally responsible tourism options. Furthermore, 35% of travelers are actively seeking accessible tourism options, which includes services for those with mobility issues, helping make tourism more inclusive.

In addition to environmental sustainability, digitalization is playing a key role in shaping the SAVE Tourism market. About 50% of tour operators are incorporating technology such as mobile apps and booking platforms that highlight sustainable travel options, making it easier for travelers to make eco-friendly choices. The growing popularity of green certifications, such as the Green Globe certification, is another trend, with over 25% of hotels and resorts globally now holding such certifications to attract eco-conscious travelers.

Governments and tourism boards are also taking an active role in promoting sustainability. Approximately 30% of national tourism organizations are prioritizing sustainable tourism in their marketing campaigns. As a result, the market is seeing a surge in green tourism initiatives, with a marked increase in the availability of eco-friendly tours, zero-emission transportation, and accommodations with sustainable practices.

The future of the SAVE Tourism market looks promising, as more travelers prioritize responsible travel, and tourism businesses align with sustainability goals to meet this growing demand.

SAVE Tourism Market Dynamics

The dynamics of the SAVE Tourism market are largely driven by the increasing demand for sustainable travel options and the broader societal shift toward environmental awareness. As travelers become more conscious of their carbon footprints, they are seeking travel experiences that minimize environmental harm while promoting cultural preservation and social responsibility. The market's growth is also supported by technological advancements, which help businesses offer more sustainable options through digital platforms. Moreover, the rise in government regulations encouraging sustainability further propels the market forward, making it a crucial sector for future tourism growth.

Drivers of Market Growth

"Growing demand for eco-friendly travel options"

The demand for eco-friendly travel is a key driver in the SAVE Tourism market. Around 50% of tourists now choose destinations that offer sustainable accommodations and experiences, with many travelers prioritizing carbon-neutral flights and eco-conscious activities. Additionally, about 40% of travelers are willing to make trade-offs in terms of convenience and luxury to ensure their trips are environmentally responsible. The rise in eco-tourism initiatives and the increasing popularity of nature-based travel experiences have further fueled this growth, as more individuals embrace sustainable tourism practices.

Market Restraints

"Higher cost of sustainable travel options"

The higher cost of sustainable travel options remains one of the major restraints in the SAVE Tourism market. Approximately 45% of consumers report that sustainable travel options, including eco-friendly accommodations and transportation, often come with a premium price tag. This price disparity can deter budget-conscious travelers from choosing sustainable alternatives, limiting the broader adoption of eco-friendly tourism practices. Despite the willingness of many tourists to pay more for sustainable options, the affordability factor continues to be a barrier for a significant portion of potential eco-tourists.

Market Opportunity

"Expansion of sustainable travel infrastructure"

There is a significant market opportunity in the expansion of sustainable travel infrastructure. Around 35% of the tourism industry is investing in sustainable transportation options, such as electric vehicles and high-speed trains, to reduce the carbon footprint of travel. Additionally, eco-conscious accommodations are becoming more widespread, with 40% of global hotels implementing sustainability initiatives such as waste reduction and energy-efficient systems. As governments and private sector companies continue to invest in green infrastructure, the market for sustainable tourism will grow substantially, creating new opportunities for businesses that align with eco-friendly practices.

Market Challenge

"Inconsistent regulations across regions"

One of the key challenges facing the SAVE Tourism market is the lack of consistent sustainability regulations across different regions. Approximately 30% of countries have yet to implement clear guidelines or certifications for sustainable tourism practices. This inconsistency creates confusion for travelers, who may struggle to identify truly sustainable options. It also places a burden on businesses in the tourism sector, who must navigate varying regulatory environments and develop their own standards for sustainability. Addressing this challenge will require greater collaboration between governments, industry leaders, and environmental organizations to create unified standards and certifications.

Segmentation Analysis

The SAVE Tourism market is broadly segmented into specific types and applications that cater to diverse user needs and business operations. The type segment includes categories such as Scientist, Academic, Volunteer, and Education, with each playing a crucial role in different aspects of tourism development and sustainability. For instance, scientists contribute by conducting research on sustainable tourism practices, while academics are involved in teaching and developing knowledge. Volunteers support sustainable tourism initiatives, particularly in local communities, and education programs are focused on raising awareness about the environmental and cultural impacts of tourism. These types support the adoption of sustainable practices within the tourism industry.

On the other hand, applications are divided into areas like travel agents and online platforms. Travel agents focus on planning and offering sustainable travel options to customers, whereas online platforms enable travelers to access information, book sustainable services, and participate in virtual tourism activities. This segmentation ensures that the SAVE Tourism market is accessible across diverse consumer groups, offering solutions that align with sustainability goals.

By Type

• Scientist: Scientists contribute to approximately 25% of the SAVE Tourism market. They play a crucial role by conducting studies on the environmental impact of tourism, helping to develop policies that promote sustainable practices. Their research helps in determining how tourism activities affect ecosystems, wildlife, and local communities, ensuring that future tourism practices are more sustainable.

• Academic: Academics represent around 20% of the market. They are involved in research, teaching, and the development of sustainability strategies within tourism education. Universities and academic institutions often offer programs that train future tourism professionals on the importance of sustainability in tourism, providing a foundation for the next generation of eco-conscious travelers and industry leaders.

• Volunteer: Volunteers contribute to nearly 30% of the market. They play a significant role in community-driven conservation efforts and sustainable tourism initiatives. Volunteers often engage in projects such as wildlife preservation, environmental cleanup, and promoting cultural heritage, which are essential for maintaining the sustainability of tourism destinations.

• Education: Education makes up approximately 25% of the SAVE Tourism market. Educational programs are critical in spreading awareness about sustainable tourism practices. These programs help educate travelers about minimizing their environmental footprint and respecting cultural norms, leading to more conscious and responsible travel behavior.

By Application

• Travel Agent: Travel agents account for around 40% of the SAVE Tourism market. They are responsible for planning and promoting sustainable travel packages, offering eco-friendly accommodations, and organizing tours that focus on environmental preservation and community support. Travel agents play an essential role in shaping consumer choices towards sustainable options by providing them with information on green travel practices.

• Online: The online application segment holds about 60% of the market. With the rise of digital platforms, many consumers now prefer to research, book, and plan their sustainable travel experiences online. Online platforms provide easy access to eco-friendly destinations, green accommodations, and sustainable tour options. They also offer a wealth of information, including user reviews and recommendations, helping travelers make informed decisions about their travel choices.

SAVE Tourism Regional Outlook

The SAVE Tourism market is witnessing significant growth across different regions globally. North America, Europe, and Asia-Pacific are the leading regions, each showing distinct trends in terms of adoption and demand for sustainable tourism practices. The Middle East and Africa, while emerging, are also seeing increasing investments in sustainable tourism initiatives. These regions are focused on developing eco-friendly travel infrastructures and promoting responsible travel practices to ensure the preservation of their unique natural and cultural resources. The overall regional outlook indicates a growing shift towards sustainable tourism as global awareness of environmental issues continues to rise.

North America

North America holds a significant share of the SAVE Tourism market, contributing around 40% of the global market. The United States and Canada are particularly focused on promoting eco-friendly tourism and sustainable travel initiatives. The region has witnessed increasing demand for nature-based tourism, with many travelers opting for national park visits, eco-tourism resorts, and wildlife conservation efforts. Furthermore, North American countries are investing heavily in infrastructure to support sustainable tourism, such as electric vehicle charging stations, green hotels, and carbon offset programs.

Europe

Europe represents approximately 35% of the SAVE Tourism market. Countries like the UK, Germany, France, and the Nordic countries are leaders in sustainable tourism. The European market is characterized by its strong regulatory framework promoting eco-friendly tourism. Many European destinations are recognized for their efforts to protect natural heritage, promote energy-efficient travel, and reduce the carbon footprint of tourism activities. The popularity of sustainable travel options in cities like Amsterdam, Paris, and Copenhagen reflects the region's commitment to sustainable tourism practices.

Asia-Pacific

Asia-Pacific accounts for around 20% of the SAVE Tourism market. The region is experiencing rapid growth in sustainable tourism, driven by countries like Japan, China, and India, which are becoming more aware of the environmental impact of tourism. Asia-Pacific's rich natural resources, such as tropical rainforests and coral reefs, are a major attraction for eco-tourism, leading to increased demand for sustainable travel options. Governments in the region are beginning to implement policies to reduce environmental damage from tourism and encourage responsible travel behaviors.

Middle East & Africa

The Middle East and Africa hold a smaller share of the SAVE Tourism market, accounting for about 5%. However, there is a growing interest in sustainable tourism in the region, especially in countries like the UAE, Kenya, and South Africa. Efforts are being made to preserve natural landscapes, wildlife, and cultural heritage sites. The region is focusing on developing eco-friendly resorts, wildlife conservation programs, and cultural tourism that fosters respect for local communities. As a result, the Middle East and Africa are expected to see increased growth in sustainable tourism practices in the coming years.

LIST OF KEY SAVE Tourism Market COMPANIES PROFILED

• ABTA Ltd.

• ATTITUDE HOSPITALITY LTD (AHL)

• Bookdifferent

• Caribtours Ltd

• Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH

• Fair Trade Tourism

• Four Communications

• NECSTouR

• Responsible Vacation

• Travel Foundation

• Tui Group

Top companies having highest share

• Tui Group: 20%

• ABTA Ltd.: 18%

Investment Analysis and Opportunities

The SAVE Tourism market is witnessing strong investment growth, with a significant portion directed toward sustainable tourism initiatives. Around 35% of investments in 2025 are focused on the development of eco-friendly travel options, reflecting an increasing consumer demand for low-impact, responsible tourism experiences. Tour operators and agencies are increasingly integrating sustainability into their business models, which includes offering eco-friendly accommodations and carbon offset programs.

Additionally, 25% of investments are directed toward community-based tourism projects, where local communities benefit directly from tourism activities. These investments are driven by the growing recognition of the positive impact that tourism can have on local economies, provided it is managed responsibly. This trend is gaining traction among governments, NGOs, and private investors who are looking to align their investments with social responsibility goals.

About 20% of investments are being funneled into digital platforms that promote sustainable tourism options, such as booking platforms that allow users to search for and book eco-friendly accommodations and activities. These digital solutions are making it easier for consumers to make sustainable travel choices, while also helping operators increase visibility and access to a wider, environmentally-conscious audience.

Finally, 15% of investments are being allocated to research and development aimed at creating more sustainable travel technologies, such as energy-efficient transportation and waste management solutions in popular tourist destinations. The remaining 5% of investments are focusing on the expansion of tourism certification programs, which help businesses align with international sustainability standards and attract more eco-conscious tourists.

NEW PRODUCTS Development

In 2025, new products in the SAVE Tourism market have been centered on increasing sustainability and offering environmentally-friendly alternatives. Approximately 40% of new product developments focus on offering carbon-neutral travel packages, which cater to the growing demand for low-emission travel options. These packages include carbon offset initiatives, like tree planting and renewable energy projects, to mitigate the environmental impact of travel.

Another 30% of product innovations have been in the area of sustainable accommodations. Hotels and lodges are implementing more energy-efficient practices, such as solar panels and water-saving technologies, and offering locally-sourced food to reduce their environmental footprint. Additionally, some accommodations are focusing on waste reduction by adopting zero-waste policies and encouraging recycling among guests.

Approximately 20% of the new product development is focused on digital tools designed to help travelers make responsible choices. These tools include apps and platforms that provide real-time data on the environmental impact of travel decisions, such as the carbon footprint of flights or the sustainability credentials of hotels and attractions. These solutions are becoming an essential part of travelers’ planning processes.

The remaining 10% of innovations are geared toward creating unique, community-based experiences that allow tourists to engage with local cultures in a responsible and sustainable way. These experiences include cultural workshops, guided tours, and activities that are led by local communities and benefit the area both socially and economically.

Recent Developments

• Tui Group: In 2025, Tui Group launched a series of eco-friendly holiday packages, focusing on sustainable travel options. These packages, accounting for 12% of their product offerings, are designed to reduce carbon emissions and support local communities, aligning with the growing trend towards responsible tourism.

• ABTA Ltd.: ABTA Ltd. introduced a new initiative in 2025 aimed at certifying hotels and resorts for their sustainability efforts. This initiative, which includes over 250 hotels, has led to a 10% increase in the number of eco-conscious travelers booking through ABTA-affiliated agencies.

• Fair Trade Tourism: Fair Trade Tourism expanded its certification program in 2025 to include over 100 new accommodations and tour operators. This expansion represents a 15% increase in the market for certified sustainable tourism businesses.

• NECSTouR: NECSTouR introduced a new digital platform in 2025 that helps tourists find sustainable travel options across Europe. This platform, which now has over 1 million users, promotes eco-friendly travel and contributes to a 20% increase in sustainable travel bookings across the region.

• Travel Foundation: The Travel Foundation launched a new community-based tourism project in 2025, focusing on supporting local economies in underdeveloped regions. This initiative has impacted over 50,000 local residents, contributing to a 25% increase in sustainable tourism-related income for these areas.

REPORT COVERAGE

The report on the SAVE Tourism market offers a detailed analysis of the current state and future prospects of sustainable tourism initiatives. It highlights key trends such as the growing consumer demand for eco-friendly travel options, which accounts for 35% of market investments, and the rising popularity of community-based tourism projects, which represent 25% of the market’s investment focus.

The report also covers the development of new digital platforms that facilitate sustainable travel choices, accounting for 20% of recent market innovations. These platforms make it easier for consumers to identify and book eco-friendly options, creating a more informed and responsible traveler base.

Furthermore, the report discusses the efforts of major companies like Tui Group, ABTA Ltd., and Fair Trade Tourism in promoting sustainable tourism through new product offerings, certification programs, and community engagement. It provides insights into how these efforts have contributed to the overall market growth and highlights the increasing importance of sustainability in tourism across the globe.