Booking.com 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 and territories, and amid growing discussion of the impact of tourism on destinations, the research reveals that close to 1 in 2 (46%) Singapore-based travellers are now conscious of travel’s impact on communities as well as the environment.
They are also increasingly committed to supporting the economies of the destinations they visit, with over two thirds (68%) of them wanting their spending to go back to local communities and 67% striving to leave places better than when they arrived.
Here are some key takeaways:
- The research reveals that close to 1 in 2 (46%) Singapore-based travellers are now conscious of travel’s impact on communities as well as the environment
- In Singapore, while half (49%) of travellers feel that tourism has an overall positive impact on where they live, concerns remain around overcrowding, a rising cost of living, traffic, and noise pollution
- That said, only 1 in 5 (22%) Singapore-based travellers support capping visitor numbers, instead emphasising a need for investment in communities through infrastructure upgrades
- Singapore-based travellers are also increasingly committed to supporting the economies of the destinations they visit: 68% want their spending to go back to local communities, 67% strive to leave places better than when they arrived
Booking.com’s new research takes a community-centric lens this year – asking respondents not just how they travel but how they also experience inbound visitors where they live, with this approach shedding light on the benefits and challenges of tourism from their perspective as both travellers and locals. In Singapore, the report reveals that while 44% of travellers feel that tourism has an overall positive impact on the place they live in, 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
Taking on the perspective of a resident, 1 in 5 (20%) Singapore-based travellers feel that there is slightly too much tourism where they live while 10% believe the current level of tourism is excessive. Travellers highlighted key challenges tourism brings to their local areas, including:
- Overcrowding (38%)
- Rising cost of living (34%)
- Traffic congestion (30%)
- Noise pollution (30%)
Booking.com’s research highlights that despite these concerns, only a minor proportion (22%) 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 better waste management (32%) and improved transportation (29%) identified as the top types of support they’d like to see.
Furthermore, when it comes to visitor behaviour where they live, more than half of travellers share a positive sentiment, saying that the tourists they see at home often or always respect local customs and traditions (52%), as well as support local businesses (54%). While this still highlights room for improvement, it does correlate with their own intentions for travel, with over two-thirds (68%) wanting the money they spend to go back to the local community, and more than three-quarters (78%) seeking authentic experiences representative of local culture.
More mindful habits becoming mainstream
In 2025, travelling more sustainably remains important for 3 in 4 Singapore-based travellers (77%). 91% of them say they want to make more sustainable travel choices and have taken steps in that direction.
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. During this time, many habits related to waste reduction and energy consumption have become increasingly mainstream and remain the top choices when travellers think of influencing the impact of their trips.
In the past 12 months, top sustainable behaviours displayed among Singapore-based travellers include:
- Owning a reusable water bottle (43%)
- Travelling outside of peak season (38%)
- Learning about local culture at destinations e.g. traditions, language, history (37%)
This year’s research also 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 (32%) or visiting alternative destinations to avoid overcrowding (30%).
“To ensure that destinations can continue to be enjoyed by both locals and visitors alike, tourism, infrastructure and innovation need to keep pace with travellers’ good intent.” says Danielle D’Silva, Director of Sustainability at Booking.com. “As a leader in the travel industry, we want to make it easier for both travellers and partners to feel confident that the choices they make are helping contribute positively to the destinations they visit. That includes surfacing hotels and accommodations with reputable third-party sustainability certifications or providing training and guidance to our accommodation partners, as well as how to best engage with local communities or reduce their usage of natural resources.”
“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 travellers to connect with a more diverse range of local communities and help spread the positive benefits of tourism more broadly.”
Read and download Booking.com’s full 2025 research here.