The way Italians travel is changing, and sustainability is entering vacation decisions more and more: this is the finding of the third edition of the Human Company Observatory “Tourism & Sustainability”, the Italian group active in the hospitality sector. The study was carried out this year in collaboration with Ipsos Doxa and, for the first time, with Legambiente, as part of the partnership established by the company on low-impact tourism and the enhancement of territories.
From the results emerges a more conscientious traveler, willing to change some of their habits, but also facing a new emotional dimension tied to the impact of their choices: about 3 travelers out of 10 report experiencing a form of eco-anxiety when thinking about their trips.
Italians want to travel more sustainably
Sustainability seems to have become a stable component of travel culture: 72% of Italians believe that their choices can affect the sustainability of destinations, while 79% declare themselves willing to modify their habits to reduce the environmental impact of vacations.
Among the most frequently indicated behaviors are respect for flora and fauna, cited by 37% of travelers, and proper waste management, also at 37%. 35% indicates respect for natural resources, while 33% points to reducing energy consumption and eliminating waste.
Mobility also plays an important role: 28% of respondents say they are oriented toward public transport or means considered more sustainable. A further 26% look for less crowded destinations and forms of “slow tourism”.
Only 8% would take part in initiatives on responsible tourism, and the same percentage would engage in cleanup or volunteering activities during their stay.
Sustainability must be concrete
The growing environmental attention is also reflected in the choice of accommodation.
Among the most important features is the use of renewable energy, cited by 44% of respondents. They are followed by water savings, at 39%, and proper differentiated waste collection, at 38%. For 35%, protecting the natural environment also matters, while 34% considers the promotion of locally produced, zero-kilometer food and wine products important.
There is also growing attention to the relationship between the lodging and the territory: 26% attribute importance to support for the local economy and to using local suppliers, a figure up by 3 percentage points compared to 2025.
Not surprisingly, therefore, structures perceived as sustainable are those associated with nature and the territory: agriturismos reach 90%, followed by alpine and mountain refuges at 86% and campsites and villages at 83%. Then B&Bs at 79%, hostels at 72%, and rental apartments at 70%.
The association with sustainability is more nuanced for spa facilities at 55%, hotels at 35%, and resorts at 30%. Cruise ships, finally, stand at 16%.
Outdoor tourism brings travelers and communities closer
Among the trends taking hold among Italians is also outdoor tourism: 71% of Italians declare practicing it, while for 3 travelers out of 10 it is a frequent habit.
The propensity is even higher among families with young children, where it reaches 37%, among Gen Z, and among residents of Northeast Italy, both at 36%.
According to 79% of Italians, outdoor experiences also foster a form of “community-positive travel”, able to connect travelers with communities and territories.
The perception is even more widespread among Millennials, at 82%, and among those who travel regularly in Europe, where it reaches 84%.
Less Known Destinations and the Low Season
Looking to the coming years, the Observatory highlights an ever-greater willingness to change the ways in which vacations are organized, also in response to climate change and growing environmental awareness.
75% would be willing to privilege less-known destinations, while 74% would choose to travel in the low season. 62% also considers public transport and low-impact travel modes a possible direction for the future, even with longer travel times: a willingness expressed by 57% of respondents.
Additionally, about six in ten travelers would choose accommodations equipped with cooling systems designed to increase energy efficiency, even at the expense of a slight reduction in perceived comfort.
For Italians, the transition toward more sustainable tourism cannot, however, be entrusted solely to individual travelers’ decisions.
The main role is attributed to institutions, cited by 28% of respondents. They are followed by hospitality operators, the European Union, and local administrations, all at 25%, while 22% recognize direct responsibility on the part of travelers themselves.
Managing tourism flows should also rely mainly on incentives and alternatives. The most indicated measure is incentives for the low season, at 35%, followed by strengthening public transport, at 28%, and the development of alternative itineraries, at 27%.
15% indicate limits on short-term rentals and 12% the introduction of higher tourist taxes.
From Sustainable Tourism to Regenerative Tourism
According to 29% of Italians, one of the main development directions for the sector toward 2030 will be regenerative tourism.
The idea is to go beyond a less impactful vacation and to imagine experiences capable of producing a positive effect on territories: contributing to the protection and improvement of nature, communities, and places visited.
Following among the directions indicated for the future are proximity tourism, at 19%, the introduction of stricter rules and shared standards, at 18%, and the growing difficulty in distinguishing concrete initiatives from those attributable to greenwashing, at 18%.
