Growing concerns about overtourism and climate discomfort are driving a measurable shift in global travel behavior, with more travelers than ever actively choosing quieter destinations and off-peak timing for their trips in 2026.
The trend emerges from Booking.com’s 11th annual Travel and Sustainability Report, which surveyed 32,500 travelers across 35 markets globally. The data points to a significant year-on-year rise in conscious destination and timing choices across all age groups.
Avoiding crowds becomes a mainstream priority
Some 43% of all travelers globally say they plan to avoid overcrowded tourist destinations in 2026, a rise of 11% compared to the previous year. A further 42% plan to travel outside of peak season, and 25% say they will actively seek out destinations with cooler temperatures.
The motivations behind these choices reveal a growing awareness of travel’s impact on local communities and environments:
- 44% of those choosing quieter destinations say they want to avoid contributing to overtourism
- 37% of those traveling outside peak season want to reduce pressure on destinations
- 25% are actively seeking cooler destinations as rising temperatures affect traditional hotspots
Off-peak travel spans all generations
While the shift toward conscious travel choices is broadly consistent across age groups, the report identifies notable generational differences in off-peak travel intentions. Older travelers are significantly more likely to plan trips outside busy periods:
- Boomers (aged 61+): 63% plan to travel off-peak
- Gen X (aged 45–60): 48%
- Millennials (aged 29–44): 41%
- Gen Z (aged 18–28): 36%
The figures suggest that while avoiding overtourism is now a cross-generational concern, older travelers are more likely to translate that concern into a concrete change in travel timing.
A broader understanding of sustainable travel
The report frames the rise in conscious destination choices as part of a broader and evolving understanding of what sustainable travel means in practice. Alongside well-established behaviors such as reducing waste and cutting energy consumption, travelers are increasingly factoring in the social and environmental impact of where and when they choose to go.
The findings also connect to wider climate pressures identified elsewhere in the research. With 55% of travelers saying certain destinations have become too hot to visit at their preferred times, the move toward cooler and quieter locations reflects both environmental awareness and practical necessity.
“We are encouraged by the broad range of ways travelers are already traveling more sustainably, and how they plan to continue,” said Danielle D’Silva, Director of Sustainability, Booking.com. “Whether that’s using public transport or hiring an electric vehicle to get around on their trips, or indeed, choosing cooler and quieter destinations altogether.”
Industry implications
The 11% year-on-year rise in travelers avoiding overcrowded destinations carries significant implications for destination management and tourism marketing. Popular hotspots that have struggled with visitor saturation in recent years may find that traveler sentiment is beginning to self-correct, while lesser-known destinations stand to benefit from a growing appetite for quieter, more considered travel experiences.
The findings form part of Booking.com’s broader annual research into consumer attitudes toward the social and environmental impact of travel, now in its 11th year.
