The global sustainable tourism market size was estimated at USD 2.73 trillion in 2023 and is projected to reach around USD 9.17 trillion by 2031, registering a CAGR of 14.40% during the forecast period from 2023 to 2031. The Sustainable tourism market size in India was valued at USD 26.01 million in 2022 and is anticipated to reach USD 151.88 million by 2032, with a rapid CAGR of 19.3% from 2022 to 2032.
Every year, World Tourism Day is more than just a celebration of global travel; it's a call to reimagine how tourism can evolve to serve people, the planet, and prosperity. In 2025, as India prepares for one of its most significant festive travel seasons, the opportunity to align tourism growth with sustainable transformation has never been greater.
From rising traveller aspirations to regional expansion and digital acceleration, we are witnessing a tourism shift that is both expansive and deeply introspective. It asks not just where we are going but how we are getting there and what kind of impact we are leaving behind.
The global sustainable tourism market size was estimated at USD 2.73 trillion in 2023 and is projected to reach USD 9.17 trillion by 2032, resulting in a CAGR of 14.40% during the forecast period from 2023 to 2032. The sustainable tourism market size in India was valued at USD 26.01 million in 2022 and is projected to reach USD 151.88 million by 2032, with a rapid CAGR of 19.3% from 2022 to 2032.
The Ministry of Tourism has undertaken multiple initiatives to position India as a global leader in sustainable and responsible tourism. The National Strategy for Sustainable Tourism 2022 provides a roadmap to ensure resilience, inclusion, carbon neutrality, and resource efficiency while protecting environmental and cultural heritage to contribute USD 1 trillion to India's GDP by 2047. With the government actively championing sustainable and responsible tourism, India's travel industry is dynamically evolving to embrace these priorities while shaping new travel patterns. Below are some of the key trends which are driving this transformation in India.
Festive travel as a catalyst for local economies
India's peak travel season, from Durga Puja to Diwali, mobilises millions throughout the country. Increasingly, this travel isn't just metro-centric. Destinations such as Khatushyam Ji and Omkareshwar are emerging as spiritual toruism hubs reflecting a growing preference for regionally culturally rooted journeys. These shifts contribute to decentralised tourist growth, distributing income to Tier 2 and Tier 3 towns and boosting local economies, a core of sustainable tourism.
Digital infrastructure is enabling low-impact, high-access travel.
As travel behaviour becomes more tech-forward, we are seeing expanded use of digital booking, UPI-based payments and mobile-first experiences across urban and rural corridors alike. These tools not only simplify travel but also reduce reliance on paper, physical touchpoints, and inefficient legacy systems, thereby shrinking the carbon and administrative footprint of travel. A robust digital infrastructure is no longer optional; it's essential for scalable, inclusive and sustainable mobility.
Shared mobility is driving greener choices
With long-distance trains operating at full capacity during festivals, we are seeing a surge in demand for intercity buses and short-haul flights. When supported by tech-enabled ticketing, real-time tracking, and EV integration, shared mobility becomes a viable alternative to private vehicles, helping reduce congestion, emissions and cost. High-load corridors, such as Bengaluru, Andhra Pradesh, and Delhi, Uttar Pradesh, illustrate how shared modes can carry the bulk of festive traffic if scaled strategically.
Passenger awareness and international options
Today's passengers, especially Millennials and Gen Z, are more aware of the impact of their journey, with many opting for eco-stays, local experiences, and travel trips. But consciousness should correspond to accessibility. Platforms and suppliers must activate green options, offer transparent prices, and provide smooth access to confirmed permanent practices. Education campaigns can further drive responsible consumer behaviour. The Way Forward: Sustainability as a system, not a slogan. The theme of Tourism and Sustainable Transformation urges the industry to think beyond isolated green initiatives.
It is a systematic reorientation where technology, regional access, cultural preservation and environmental responsibility converge to shape the next chapter of travel. To get there, collaboration is key. Governments, travel platform operators, and consumers must collaborate to develop tourism ecosystems that are inclusive, scalable, and future-ready.
As India's travel scenario becomes more connected and diverse, the actual test will be whether it can grow consciously and ensure that the benefits of tourism are widely shared, continuously distributed, and operated with purpose.
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