Knowledge documents

10 April 2026

Understanding the rise of conscious travellers: new insights shaping European tourism

Login / create an account to be able to react

• 205

A new report from the European Travel Commission examines the behaviors, motivations, and expectations of “conscious travelers" throughout Europe. Drawing on comprehensive research, it presents a clear segmentation of this expanding group and offers practical advice for destinations and businesses looking to adapt to changing travel values.

Content source Tap to read the report Publishing org

European Travel Commission

Related Organisation(s)

European Travel Commission

Topics Geographical descriptors

EU-27

Organisation Type

Academic / Research and VET Institutions

Cultural and Heritage Organisations

Destination Management & Marketing Organisations

Local Authorities

National authorities

NGOs / Non-profits

Regional Authorities

• Specific types of tourism

• • Cultural tourism

  • Ecotourism

  • Rural tourism

  • Wellness tourism

• Transition Pathway Strategic Areas

• • Best practices, peer learning and networking

  • Changes in tourism demand and opportunities

  • Governance of tourism destinations

  • R&I on climate-friendly tourism

  • Well-being of residents

• Business activities

• • Activities of amusement parks and theme parks

  • Activities of associations and other organisations supporting tourism

  • Air passenger transport

  • Camping grounds, recreational vehicle parks and trailer parks

  • Events catering and other food services

  • Festivals, cultural and entertainment activities

  • Gardens and nature reserves activities

  • Holiday Housing / Apartments and other short stay accommodation

  • Hotel and similar accommodation

  • Mobile beverage services

  • Mobile food services

  • Museums

  • Operation of historical sites

  • Other

  • Other accommodation

  • Other amusement and recreation activities

  • Other food and beverage services

  • Other holiday reservation services

  • Other tourism transportation activities

  • Rail Passenger transport

  • Recreational and sport activities

  • Restaurants, cafes and bars (Food and Beverage serving activities)

  • Road passenger transport

  • Tour operator activities

  • Travel agency activities

  • Water (sea, coastal and inland) passenger transport

Share "service" : "share", "target": "_blank", "version" : "2.0", "networks" : ["twitter", "facebook", "linkedin"]

As tourism in Europe evolves, a new type of traveler is emerging—one who values responsibility, authenticity, and meaningful experiences. A recent report by the European Travel Commission highlights this shift, offering an in- depth analysis of what defines “conscious travelers” and how they are reshaping the industry.
Based on nearly 24, 24,000 responses, the study provides a comprehensive overview of conscious travel behaviors in Europe, exploring not only how people travel but also why—emphasizing the importance of sustainability, local engagement, and informed choices.
The report identifies five distinct traveler segments, each with unique motivations, expectations, and travel patterns, moving beyond traditional demographics to focus on attitudes and behaviors, which are increasingly relevant for planning and marketing.
The findings show a broader transformation in European tourism, with many travelers considering the impact of their decisions and seeking experiences aligned with their values. This includes preferences for off- season travel, lesser- known destinations, and immersive, place- based experiences—trends that are shaping destination strategies across Europe.
For tourism stakeholders, the report offers practical advice on engaging these segments more effectively, emphasizing targeted communication, improved product offerings, and aligning destination strategies with traveler expectations. This is especially vital for DMOs and SMEs, which are crucial in delivering authentic and sustainable experiences.
The report also notes the gap between travelers' intentions and actions; while many wish to travel responsibly, they need clear information, accessible options, and incentives to act accordingly. This highlights the importance of better tools, transparency, and guidance within the tourism ecosystem.
From a European standpoint, this research is highly relevant, supporting policies around sustainable tourism, green transition, and resilience. It helps destinations develop more effective strategies that balance visitor preferences with environmental and social responsibility.
The report underscores that the future of tourism will be increasingly driven by values- based demand, not just supply, making it essential to understand these new traveler segments to maintain Europe' s competitive edge by offering high- quality, meaningful, and responsible travel experiences.
Ultimately, it provides valuable insights and strategies to help tourism stakeholders go beyond general trends, engaging travelers more precisely and turning awareness into actionable plans impact.

More information:
https://etc-corporate.org/reports/understanding-european-conscious-traveller-segments/

#Report #Smart Tourism #SUstainable Tourism #Regenerative Tourism

Rating Select ratingGive it 1/5Give it 2/5Give it 3/5Give it 4/5Give it 5/5 Average: 5 (1 vote) Rate Comments (0) Related content-

• 72

Comment 0

News

29 Sep 2025

“Nurturing Nature” project launches to promote regenerative tourism in South Funen and Baltic coast Geopark Det Sydfynske Øhav has launched an interregional project called Nurturing Nature, aiming to advance regenerative tourism across the South Funen archipelago and the Baltic... Categories Adventure tourism Coastal, maritime and inland water tourism Ecotourism +34 more-

• 238

Comment 0

News

02 Sep 2025

Embrace the Regenerative Revolution in European Tourism Uncover the revolutionary impact of regenerative tourism in Europe, where restoration, community empowerment, and sustainable practices redefine travel. Categories Adventure tourism Coastal, maritime and inland water tourism Cultural tourism +40 more5

• 393

Comment 0

Articles

17 Feb 2026

Balance, Access & Investment: The Path to a Regenerative Shift European Tourism Day revealed a clear message: the future of European travel depends on our ability to connect accessibility, investment, and regenerative thinking into one... Categories Adventure tourism Coastal, maritime and inland water tourism Cultural tourism +60 more5

• 133

Comment 0

Projects

28 Jul 2025

RegenT: Pioneering Regenerative Tourism in the Baltic Sea Region The RegenT project establishes a regenerative tourism hub to enhance sustainable tourism across the Baltic Sea Region. By offering training and policy recommendations, it aims... Categories Adventure tourism Coastal, maritime and inland water tourism Cultural tourism +46 more See also5

• 169

Comment 0

• Knowledge documents
• 12 Sep 2024

G20 Tourism and SDGs Dashboard by UNWTO and India's G20 Presidency As the esteemed knowledge partner for India's G20 Presidency, UNWTO has crafted the Goa Roadmap for Tourism as a dynamic tool to achieve the Sustainable... Categories Coastal, maritime and inland water tourism Cultural tourism Ecotourism +59 more-

• 234

Comment 0

• Knowledge documents
• 14 Oct 2024

UNWTO’s vision for sustainable tourism recovery post-COVID-19 The UNWTO’s document outlines a sustainable post-COVID-19 recovery strategy for the tourism sector, focusing on public health, social inclusion, biodiversity, climate action, circular economy, and... Categories Coastal, maritime and inland water tourism Cultural tourism Ecotourism +42 more -

• 19

Comment 0

• Best practices
• 02 Dec 2024

Sustainable EU Tourism - Key challenges and best practices The “Sustainable EU Tourism – Shaping the Tourism of Tomorrow” project provides support to EU tourism destinations as they navigate towards greater sustainability and resilience... Categories Coastal, maritime and inland water tourism Cultural tourism Ecotourism +64 more