Three fifths of tourists prioritise sustainability in their travel plans

Eco-conscious travel is on the rise, with some 60% of tourists prioritising sustainability in their travel plans, according to a new survey by Squaremouth.

The travel insurance comparison firm surveyed some 8,000 travellers for its survey, and found that the percentage that prioritise sustainability when planning trips has risen significantly over the past year, up from 42% in 2024.

Adventure travel

Adventure seekers in particular are looking to prioritise sustainability, with sales of adventure travel insurance policies rising by 18% year-on-year, driven by demand for warm-weather activities that align with environmental stewardship.

These include hiking in protected areas, wildlife safaris with ethical operators, eco-conscious snorkelling and scuba diving, and horseback riding on sustainable ranches, Squaremouth noted. Safari travel alone has seen a 28% increase in bookings, largely to destinations focused on conservation and community support in South Africa, Tanzania, Botswana, and Kenya.

‘Seeking more control’

“Travellers are increasingly seeking more control over their plans, especially when venturing to popular or remote destinations,” commented Ned Tadic, manager of public relations at Squaremouth.

“Peace of mind is just as important as the destination itself — whether it’s avoiding overcrowded hotspots or adjusting plans due to unforeseen disruptions.”

As Squaremouth noted, the number of travellers searching for Cancel For Any Reason (CFAR) coverage more than doubled in 2025 – rising from 5.07% to 11.57%. CFAR policies typically offer greater flexibility, including partial reimbursement for cancellations due to reasons not typically covered, such as overcrowding or park disruptions. Read more here.