Stewardship & Sustainability Insights, Powered by The State of the American Traveler: 2024 Key Takeaways

The Benefits of Tourism & Community

While ongoing concerns about tourism—such as overcrowding, plastic waste and impacts on natural ecosystems—persist in 2024, American travelers increasingly believe the benefits of tourism outweigh its challenges. More than half highlight the industry’s role in strengthening local businesses, funding community services and supporting vibrant local events. 
 

When looking at this sentiment regionally, the West (48%)  and Northeast (44%) show the strongest agreement that tourism improves their community, while the South (40%) and Midwest (34%) trail slightly behind. 

Travelers increasingly connect tourism and community, believing a great place to visit is also a great place to live. In fact, 40% of American travelers live in their current community because they were once visitors. DMOs that highlight tourism’s benefits to their local community and use messaging that addresses ongoing concerns to reinforce its broader positive impacts can attract these community-oriented travelers. 

Climate Change Sentiment

If there is any industry exposed to the impact of climate change, it’s the tourism industry. As travelers visit destinations worldwide, it’s crucial to acknowledge the impact our industry has on this global issue. However, we’ve seen a change in public perception of climate change. While 60% of American travelers still believe human activity is responsible for climate change—representing a significant majority—this metric marks a five-year low. The largest change over this period is the number of people who answered: “I don’t know.” 

Likewise, the percentage of Americans who believe climate change will affect their travel plans in the next five years is a full six percentage points lower than 2023 findings.

However, many travelers are still rethinking their travel habits and approach, seeking more eco-friendly options. For example, when visiting busier cities in urban areas, travelers may opt to take more public transportation instead of vehicles to reduce their carbon footprint. Travelers may also choose destinations closer to home, avoiding long-distance flights. Others are even willing to pay more to carbon offset their travels, contributing to environmental preservation efforts. 

DMOs can acknowledge the environmental impact of tourism and be mindful of changing traveler sentiment regarding climate change. Doing so not only engages travelers who are increasingly considering the environmental impact of their travel choices but also positions themselves as a destination contributing to the global effort to address climate change. 

Generational Differences

The research shows that stewardship and sustainability sentiments vary widely across generations. Younger travelers tend to be more self-aware of the environmental impacts when traveling and actively seek ways to offset them. 

For example, Gen Z and Millennials lead the way in certain eco-friendly actions. When researchers asked travelers if they knowingly paid more to stay at a hotel with a strong “green program” or certification, 22% of Gen Z and 23% of Millennial respondents answered yes. In comparison, only 13% of Gen X travelers responded yes and 7% of Boomers said the same. 

Additionally, the younger generation is more likely to purchase carbon offsets on their travels. These offsets often support initiatives such as restoring forests and wetlands or expanding renewable energy. In the past twelve months, Millennials and Gen Z have led the way in purchasing carbon offsets, while less than 5% of Gen X and Boomers have done the same. 

DMOs that emphasize sustainability initiatives, such as green-certified lodging and carbon offset programs, can effectively attract younger travelers. Destinations can also educate older generations on the value of sustainable travel practices, broadening the destination’s appeal to a wider audience. 

You can find the full slide deck, research summary and webinar recording here. Don’t forget to sign up for our upcoming webinars for fresh and actionable insights on trends that are shaping U.S. leisure travel.