Results of our 2024 sustainable tourism research
Every year, Innotime Hungary Kft. prepares a survey on the domestic opportunities and trends of sustainable tourism, in line with similar research by booking.com and expedia.com.
In 2024, as part of research related to Bodrogköz, thisWe mapped the attitudes of the domestic population regarding sustainable tourism using a nationwide survey with the participation of 650 people.
The survey was conducted online, reaching respondents with targeted advertisements. The research is not representative, the goal was to examine the attitudes of those interested in tourism and to track trends.
As a precursor to the research, two national surveys on the topic were conducted in 2023.
Trends related to the concept of sustainable tourism
The first question was about what visitors think about sustainable tourism.
The 2023 research revealed that the majority of respondents associate nature walking and rural tourism with sustainable tourism. Although the association between rural tourism and sustainable tourism is still strong, according to the 2024 research, fewer people directly associate it with sustainability.
There has been a shift in the perception of urban tourism. While 9,63% of respondents in 2023 linked sustainable tourism to cities, this number has decreased by 4,25% by 2024. This may be because during city visits, tourists encounter already familiar environmentally conscious practices, such as selective waste collection or green transportation, which are less prominent.
Nature tourism still dominates the associations related to sustainable tourism, but there is also a decrease of 8.97% compared to the previous year, which suggests that the population no longer identifies sustainable tourism solely with this.
Global sustainability initiatives over the past year have highlighted that sustainable services are not necessarily more expensive. While in 2023 11.51% of respondents thought sustainable tourism was more expensive, in 2024 this proportion decreased by 6.961%, with only 4.461% of respondents thinking so. At the same time, more than a third of respondents – almost identical to the previous year – believe that sustainable tourism services are financially accessible and sustainability is no longer considered a luxury.
The research also confirmed that sustainable tourism is no longer synonymous with lower standards, as the previous ratio of 8.34% has now decreased to 4.46%, and the relationship between high-quality services and sustainability is also less emphasized.
We observed a slight shift in emphasis in terms of responsibility. While in 2023 41.61% of respondents felt their own responsibility in planning more sustainable trips, this number increased by 4.54% in 2024. At the same time, the number of those who primarily expected tourism businesses to take sustainability steps decreased by 8.2%.
It should be highlighted that in both 2023 and 2024, nearly half of the respondents said that local communities should also take steps to ensure sustainable tourism offerings.
Trends in choosing travel destinations
According to the research, the attitude of Hungarian tourists towards more sustainable destinations changed in a positive direction between 2023 and 2024. Sustainability is becoming an increasingly important aspect in travel decisions, although the degree of change varies by category. Based on the research, it is clearly visible that sustainable tourism is receiving increasing attention in Hungary, especially among conscious travelers. At the same time, maintaining high standards and experiences are still fundamental expectations, therefore it is crucial for the industry to offer solutions that keep both sustainability and quality in mind.
The growing openness to more sustainable destinations is reflected in the increase in the proportion of those willing to pay more for sustainability, from 2.58% to 5.08%. This predicts that more and more tourists value and make financial sacrifices for sustainability.
The proportion of those willing to change their travel habits for the sake of sustainability has increased by a hair, but it also means that 161% of travelers are stable in their stance of being willing to abandon their usual routines for the sake of a good cause.
The majority of responses in both 2023 and 2024 indicate that the willingness to travel to more sustainable destinations is greatest when they offer the same experience and quality as traditional destinations. This proportion has remained virtually unchanged at 53.53% and 55.69%, respectively, which confirms that the majority of tourists are not willing to compromise on quality.
The proportion of those who would choose a more sustainable destination if it were cheaper has decreased, from 18.17% to 9.23%. This suggests that cost is no longer as much of a determining factor as it used to be, and tourists are more likely to prioritize other aspects, such as experience or responsibility.
The proportion of people who consider sustainability a key factor in choosing a travel destination increased from 5.66% to 8.92%, which is an important change as it indicates that more and more people consider sustainability a crucial factor in their travels.
The rejection of more sustainable destinations remained unchanged, at 4.57% and 4.77%, respectively, showing that rejection remains a marginal phenomenon.
As a general trend, awareness and values are increasingly coming to the fore. With the increasing demand for sustainable destinations, it is important that these goals do not compromise on the usual quality and experience. The relegation of price as a decisive factor further reinforces that sustainability is not synonymous with low costs, which points to a positive direction in the development of sustainable tourism.
However, it should be emphasized that it is still not decisive for the domestic population whether the destination's brand messages themselves convey a sustainability approach. The 11% increase in the „value element, but not decisive in decision-making” responses also suggests that although sustainability is important for consumers, other factors, such as price, comfort, or the quality of services, often have a greater weight in travel decisions. The assessment of sustainability, but its non-determining role, suggests that social norms and expectations have not yet been fully transformed. Destinations and tourism actors should actively participate in shaping these norms, through educational and information campaigns, to increase sustainability awareness.
Destinations may want to re-evaluate their communication strategies to emphasize sustainability not only as a value, but as a concrete feature that provides direct benefits to visitors. For example, they could highlight how sustainable practices improve the quality of the experience or contribute to the well-being of the local community.
Environmentally conscious mobility
Research shows that despite rising fuel prices and improvements in public transport, more and more people are choosing to use their own car for travel and at their destinations, driven by convenience and flexibility. This trend poses challenges for sustainability. Meanwhile, public transport options such as buses and trains, as well as local transport options, are declining in popularity, suggesting that they cannot compete with the benefits of driving. Sustainable transport options such as bicycle rental are showing a slight increase, although at a marginal rate. Walking has also become more popular, indicating that some tourists are looking to stay closer to their accommodation and explore their surroundings in an environmentally friendly way.
Data shows that tourists continue to prefer the most convenient transport options, even if these are not always sustainable. To address this, more attractive, sustainable transport solutions are needed that can provide a competitive alternative to driving.
Demand for sustainable tourism services
Sustainability is becoming an increasingly important aspect in tourists’ decision-making process, although price sensitivity still remains a determining factor. More and more people consider sustainable operations to be essential, regardless of the circumstances, as long as it does not entail significantly higher costs. However, costs continue to have a decisive influence on choices, which suggests that considering the price-value ratio is key in promoting sustainable tourism. It is therefore worth offering sustainable solutions that are available at competitive prices while meeting the needs of environmentally conscious tourists. During our research, we also observed how tourists evaluate sustainability when choosing accommodation or programs, and how preferences developed between 2023 and 2024.
The number of those who specifically prefer sustainable service providers has not changed. This suggests that the group that prioritizes sustainability, a third of respondents, is committed to environmental and community aspects, regardless of other factors.
Most people would choose a sustainable option if it was only slightly higher in price. The proportion of these respondents increased from 42.19% in 2023 to 45.54% in 2024. This is a significant increase, indicating that sustainability is becoming increasingly important, but cost is still a key factor in decision-making.
The proportion of „maybe” respondents decreased from 18.91% to 16.62%, indicating that fewer people are uncertain about the importance of sustainability, which is a positive change. The number of those who do not consider sustainable service providers to be beneficial fell from 5.87% to 4.00%, indicating that fewer people are rejecting sustainability as a decision-making factor.
Changes in attitudes towards local products/producers
The attitudes of respondents towards local products and producers show a number of changes between 2023 and 2024, reflecting a growing awareness and interest in sustainability. The largest group in both years is those who consider the possibility of buying local products during their holidays, vacations, excursions, but are sensitive to prices. In 2023, this group accounted for 55.921% of respondents, and price remained a decisive factor for them, while by 2024 this proportion had increased to 59.231%. This increase indicates that supporting local economies has become increasingly important for tourists, but financial considerations still play a significant role in their decisions. Price sensitivity represents a kind of compromise for them: they are happy to choose to buy local products, but only within certain limits.
The data also shows that the proportion of respondents who consciously prefer local businesses, regardless of price, has increased. In 2023, this group amounted to 19,40%, while in 2024 this proportion increased to 28,92%. This change reinforces the rise of a sustainable approach and indicates that more and more people consider it important to support the local economy for ethical or environmental reasons.
In contrast, the proportion of people who had never considered this issue before or felt they did not have the opportunity or inclination to do so while traveling decreased. In 2023, the „It has not occurred to me yet” category represented 14,93%, which decreased to 6,46% by 2024. A similar trend can be observed among those who „are aware at home but do not have the capacity to buy local products while traveling”; this proportion decreased from 14,63% to 7,38%. This change shows that tourists are becoming more aware and are trying to support local economies during their travels.
This trend reflects a growing awareness that could have a significant long-term impact on local economies and the development of sustainable tourism. However, this can only be achieved if local communities and economic actors are able to capitalize on this trend and consciously incorporate local products into their offerings.
Regenerative approach when choosing programs
In this year's research, we first asked what sustainable (environmentally friendly, supporting local community and culture) step or program you would most like to take during your vacation/recreation.
