New international research: the sustainable tourism market is booming

Green and sustainable tourism has moved beyond its niche market status. According to research by MRFR, the market was valued at $1.73 billion in 2024, but by 2034, this value is expected to grow to $14.4 billion – representing an average annual growth rate of 23.6%. This far exceeds the overall growth rate of global tourism and clearly highlights the surging demand for sustainable products. According to the research, this dynamic growth can be attributed to increasing environmental awareness among tourists, the global tourism sector's commitment to sustainability, and the growing demand for local experiences.

While North America is currently the largest player in the green tourism market – accounting for 45.8% of global revenue in 2022 – Europe is also maintaining a strong position, particularly through countries like Germany and the United Kingdom. Hungary, as an EU member, is in a good starting position, but to remain competitive, modernising infrastructure, enhancing conscious tourism communication, and actively involving local communities in sustainable tourism are essential.

The Asia-Pacific region is also experiencing dynamic growth, led by China and India. This is driven by the emergence of a young, environmentally conscious travelling demographic and rapidly improving tourism infrastructure.

Meanwhile, Latin America and Africa are also becoming increasingly significant players in green tourism: global data shows that responsible tourism is no longer of interest to just a niche audience – for example, interest in green tourism has grown by 24% in Nepal and by more than 37% in Kenya, while destinations like Costa Rica, Ethiopia, and the Galápagos Islands are becoming increasingly sought-after ecotourism hotspots. 

The rise of sustainable tourism is clearly driven by shifting visitor expectations. According to the Market Research Future (MRFR) report, an increasing number of tourists are seeking environmentally friendly and socially responsible solutions: 80% of respondents indicated they would prefer sustainable accommodations or at least occasionally choose green, eco-friendly services. This awareness is reflected not only in accommodation choices but also in activity preferences – more and more people are looking for experiences that not only entertain but also have a positive impact on local communities or the environment.

This shift in mindset is also driving change on the provider side: major tourism companies are no longer mentioning sustainability solely for marketing purposes but are integrating it as a core part of their business strategies. Increasingly, hotel chains and tour operators are developing green supply chains, adopting ESG-based operations, or publishing regular sustainability reports. Despite the high initial costs, market players are investing in eco-friendly solutions because they recognise that long-term competitiveness relies on value-driven operations.

Today’s travellers are not just collecting memories; they also want to make an impact – and they expect the service providers they choose to share this mindset. This trend provides a clear direction for Hungary’s tourism sector as well: authentic, community-based, sustainable offerings are not only ethically sound but also provide a strong competitive edge in the market.