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As global priorities continue to evolve, 2025 represents a pivotal year for sustainable tourism. Destinations are rethinking success at critical levels, focusing on long-term value, inclusive growth and environmental responsibility—all signals of a maturing tourism industry responding to shifting community needs, traveler expectations and environmental imperatives.
At the center of this industry shift is destination stewardship, several destinations’ answer to going beyond marketing and management and approaching strategic planning and implementation from a holistic, multi-stakeholder approach.
But what exactly is destination stewardship? Destination Wayfinder defines destination stewardship as, “the continuous pursuit of a net positive ecosystem that exists in alignment with shared community values.”
Whether you’re laying the groundwork for your first destination stewardship strategy or fine-tuning an existing model, these sustainable tourism trends highlight the evolving forces shaping tourism today. Each trend is supported by real-world data to help inform decisions, inspire innovation and strengthen your destination’s long-term vision.
1. Travelers Want Sustainability, But They’re Also Looking For Leadership And Opportunities To Participate
Sustainable travel remains a top priority for consumers, but they’re increasingly looking to destination organizations, governing bodies, associations and local businesses not just for education, but for activation. The desire to leave a positive impact is stronger than ever, yet many travelers still lack the clarity and confidence to translate intention into meaningful action.
This creates a powerful opportunity for destination organizations to lead with transparency, values-driven tourism planning and—crucially—empowerment initiatives. Beyond awareness campaigns, destinations can offer participatory engagement tailored to multiple audiences. Visitors can be invited to participate in on-the-ground sustainability efforts through volunteer programs or educational tours. Local businesses may be engaged through industry-facing certification programs, capacity-building workshops or co-branded campaigns that promote responsible practices. Meanwhile, community members can be involved through facilitated feedback sessions or co-creation initiatives that place them at the center of stewardship planning.
A compelling example of stakeholder engagement in action is Copenhagen’s “CopenPay” initiative, which rewards travelers who engage in sustainable behaviors—like picking up litter, biking instead of driving or volunteering—with access to discounts and free experiences across the city. By embedding participation into the visitor experience, the initiative demonstrates how destination organizations can translate education into meaningful action while strengthening traveler connection to place.
- 75% of global travelers say they want to travel more sustainably in the next 12 months1
- 71% want to leave the places they visit better than they found them1
- 40% believe it’s the governments who should educate the public on travel and tourism impacts1
1Source: Booking.com Sustainable Travel Report, 2024
Destination stewardship frameworks, like Destination Wayfinder, help destinations serve as that guiding force—translating intention into action for travelers and stakeholders alike.
2. Economic Growth Is Back, But So Are Expectations For Equity
The tourism economy has become even more substantial in recent years, but so too has the scrutiny around who truly benefits from tourist dollars. While headline figures show strong global growth, local communities are asking more critical questions about how tourism revenue is distributed—and who is being left out.
Destination organizations are increasingly called to demonstrate not just the economic value of tourism, but its equity. That means championing inclusive, place-based strategies that support local entrepreneurs, minimize revenue leakage and foster career pathways for underrepresented communities.
Recognizing the importance of shared prosperity and equity is essential to bringing economic, cultural and environmental benefits to the forefront of tourism development. From supporting small businesses and local supply chains to addressing housing and workforce shortages, destination organizations play a central role in creating resilient, thriving communities that benefit directly from tourism in meaningful and measurable ways.
A powerful example of this kind of place-based equity initiative is the Los Angeles Sports & Entertainment Commission (LASEC) Business Connect program, launched as a part of the city’s broader strategy to prepare for major events like the 2028 Olympics. The initiative helps bridge procurement opportunities for local, small, minority-owned businesses by connecting them directly with major event organizers and tourism stakeholders. Through networking events, certification support and one-on-one consulting, the program ensures that more dollars stay local—especially in historically underserved communities. The Business Connect program is a model for how destinations can intentionally use tourism as a lever to strengthen community wealth and diversify economic participation.
- In 2023, travel and tourism contributed 9.1% to global GDP, up 23.2% from 20222
- More than half of travelers see tourism as a vital contributor to their local economy, recognizing its role in job creation and driving community development.3
- 44% of travelers believe governments have the most potential to counter economic impacts of travel1
2Source: World Travel & Tourism Council, 2023 | 3Source: State of the American Traveler — Stewardship & Sustainability Insights, 2024
3. Climate Change Is Reshaping Travel Decisions And Diversifying Tourism Offerings As A Cornerstone Of Resilient Destination Strategy
As climate change continues to reshape landscapes and seasonal predictability, destinations that have traditionally relied on narrow tourism windows are facing the urgent need to diversify. From shortened ski seasons to more frequent wildfires, gateway communities and nature-reliant destinations must reimagine their offerings to ensure economic stability year-round.
Forward-thinking destination organizations are developing adaptive strategies that broaden their tourism products to align with new realities. This includes expanding off-season experiences, investing in infrastructure that supports year-round visitation, and promoting alternative activities like hiking, biking, cultural events or culinary tourism. These shifts are not only economically strategic—they also build community resilience and provide travelers with more sustainable ways to engage with a destination.
The ability to anticipate climate impacts and proactively adapt tourism offerings is quickly becoming a marker of effective destination stewardship. By focusing on flexibility, inclusivity and long-term viability, destinations can continue to thrive amid environmental change while offering authentic, climate-conscious visitor experiences.
- 53% of U.S. travelers say they expect climate change will alter their travel habits3
4. Community Engagement Remains Critically Underleveraged—Long-Term Success Is Being Framed by Stakeholder Inclusion
A destination stewardship approach requires destinations to foster collaboration, inclusivity and shared ownership among a diverse set of voices, from local residents and business owners to industry partners and visitors. Actively involving stakeholders in planning and development leads to more informed, equitable and culturally grounded outcomes.
However, community inclusion remains one of the most persistent and consequential gaps in destination management today. While the importance of resident sentiment is widely acknowledged, many destination organizations still struggle to embed meaningful engagement into their planning and decision-making frameworks.
Understanding the full ecosystem of stakeholders allows destination organizations to build targeted engagement strategies, strengthen transparency and enhance buy-in. Destinations can also collaborate with tourism partners such as hotels, attractions and tour operators to foster synergy and innovation, and regularly survey communities to inform decision-making that builds lasting trust and accountability.
When communities are invited into the process not as spectators but as co-creators, tourism becomes more than an economic driver—it becomes a shared avenue for long-term success within the destination.
- Fewer than 33% of North American residents feel included in major tourism development4
- Only 13% of destination organizations regularly survey their residents4
- Just 17% of destinations have KPIs to measure sentiment or engagement4
- 42% of American travelers say tourism improves their communities—a 4% drop from the previous year3
4Source: Time for DMOcracy, 2023
5. Nature-Based Travel and Conservation Are Gaining Momentum
Nature-based tourism has emerged as a powerful response to the growing awareness of tourism’s environmental footprint, and destinations that actively protect and restore natural environments are seeing growing demand from travelers seeking immersive, nature-forward experiences that actively contribute to biodiversity conservation and the protection of cultural heritage — particularly in less developed or ecologically sensitive regions.
In 2025, sustainable travel continues to trend upward, driven by a desire to support conservation, wellness and purpose-led exploration. This shift signals an opportunity for destinations to do more than minimize environmental degradation—they can create measurable positive impact.
An inspirational example of this shift is New Zealand’s “Star Grazing” initiative. This experience draws visitors to lesser-known, rural parts of the country during the off-season to enjoy local cuisine, cultural storytelling and the stunning natural beauty of New Zealand’s night skies. By spotlighting low-impact, place-based travel, the initiative disperses tourism more evenly across time and geography, while connecting travelers to both land and culture in meaningful ways.
Nature-based solutions (NbS)—including reforestation, wetland restoration and habitat protection—offer an integrated path forward, tackling the intersecting challenges of climate change, biodiversity loss and community well-being. These approaches support more sustainable travel while enhancing the very landscapes and ecosystems that make destinations unique.
For destination organizations, adopting a destination stewardship approach means embedding NbS into decision-making and operational strategies. This includes setting visitor thresholds at sensitive sites, reducing emissions and waste and supporting partners with the training and resources needed to meet sustainability goals.
- NbS could contribute 30–37% of the cost-effective mitigation needed to limit global warming below 2°C by 20305
5Source: A Guide to Action on Climate Change, 2023
The Role of Destination Stewardship
The trends shaping tourism in 2025 make one thing clear: sustainable travel is no longer a niche or a nice-to-have—successful destination strategies incorporate sustainable travel into the bedrock of their plans. From shifting traveler expectations to urgent climate adaptation, destinations must embrace a new model rooted in long-term value, shared prosperity and environmental responsibility.
Destination stewardship provides that model, offering destination organizations a clear and collaborative framework for evolving their strategies, deepening stakeholder relationships and aligning tourism with community well-being and ecological resilience.
Destination Wayfinder was built to support that journey. With Destination Wayfinder, destinations can:
- Measure and improve stewardship outcomes
- Align strategic priorities with resident and visitor needs
- Benchmark progress against global standards for sustainable tourism
Wherever you are in your journey, Destination Wayfinder can help you chart a smarter path forward. Book a demo to explore how we can support your destination in becoming more balanced, resilient and community-centered.