Ecotourism Market Size, Share and Trends 2025 to 2034

Revenue, 2025

USD 283.68 Bn

CAGR, 2026 - 2035

14.31%

Report Coverage

Global

What is Ecotourism Market Size?

The global ecotourism market size is estimated at USD 283.68 billion in 2025 and is anticipated to reach around USD 945.34 billion by 2034, expanding at a CAGR of 14.31% between 2025 and 2034.

Market Highlights

• North America is predicted to lead the market during the forecast period.
• Asia Pacific region is expected to expand at the fastest CAGR from 2025 to 2034.
• By Activity Type, the land segment generated approximately 71% of the revenue share in 2024.
• By Activity Type, the marine segment is predicted to grow at a notable CAGR of 14.93% from 2025 to 2034.
• By Group, the group segment dominated the market and captured more than 81% of revenue share in 2024.
• By Group, the solo travel segment is expected to expand at a notable CAGR of 17% from 2025 to 2034.
• By Booking Mode, the direct booking segment generated more than 61% of revenue share in 2024.

Market Overview

Ecotourism is a type of sustainable travel that aims to conserve natural areas, promote the well-being of local communities, and provide educational opportunities. It is supported by a global network of individuals and institutions that seek to educate tourists and tourism professionals on ecological issues. By providing economic incentives for the preservation of bio-cultural diversity, it generates financial benefits for local and private industries. The popularity of ecotourism is increasing, particularly in comparison to traditional mass tourism, due to the growth of the travel and tourism industry.

Ecotourism Market Growth Factors

The idea of environmentally friendly tourism, which tries to minimise adverse effects on the environment as a whole, encompasses ecotourism, a type of travel that lays a strong focus on protecting and sustaining nature. This kind of tourism entails visiting isolated, untouched locations where the animals, vegetation, and cultural legacy are highlighted. The ecotourism market solely looks at international outbound travel and includes costs incurred by visitors from the United States, Asia-Pacific, Europe, and LAMEA.

Iceland, Kenya, Palau, and Nepal are among the trending hotspots in distinct eco-tourism locations throughout the world. The expansion of travel and tourism to unique areas has demonstrated great worldwide resilience. For instance, Nepal had a staggering 23% rise in visitors in 2019, with 1,163,072 people visiting the country overall. In a similar vein, Kenya reported a rise in visitor arrivals of over 38% in 2019, surpassing two million. In addition, ecotourism is increasingly focusing on places like the Republic of Costa Rica, the Ecuadorian Galapagos Islands, and Panama.

In recent years, Ethiopia has performed competently by focusing on niche markets that showcase the country's historical, natural, and cultural tourism assets. Wildlife tourism, birdwatching, coral reefs, and pristine undisturbed natural areas like the Amazon forests have attracted travelers to third world countries across the globe. A fundamental change in consumer behaviour has been sparked by the rising interest in and demand for sustainable travel. This greater focus on sustainability has changed how travel is promoted and marketed, as well as how new products are developed. Public-private partnerships that support flights to far-flung tourist sites enhance accessibility and transit capacity, which leads to market development and profitable business prospects for regional players.

The ecotourism market is driven by the various factors; some of it is as follows:

• To start, a growth in consumer understanding and concern about the effects of tourism in general on the environment and local people is the main factor driving the market's rising demand for sustainable travel. These ecologically conscientious tourists have a viable option in ecotourism.
• Governments all around the world are encouraging environmentalism by providing funds for preservation and infrastructure-building projects.
• There is an increasing emphasis on wildlife protection, which is a key component of ecotourism. These projects attempt to draw tourists and produce cash for the economy of the region. The need to preserve threatened species and their surroundings has grown over time, and ecotourism offers visitors the chance to see and study wildlife in its natural settings.
• The expansion of the ecotourism industry has also been aided by the appeal of far-flung and exotic locations. Travelling to locations like national parks, natural reserves, and UNESCO cultural landmarks that provide travellers with distinctive and life-changing experiences is known as ecotourism.
• Finally, ecological tourism may improve local economies by supporting initiatives to protect the environment, generating jobs, and bringing in money for small businesses. This may result in greater community involvement and backing for conservation efforts, which would eventually help the ecotourism industry thrive.

Ecotourism Market Outlook

• Industry Growth Overview: The global ecotourism market is expected to experience significant growth between 2025 and 2034, driven by rising environmental awareness, increased government support for conservation, and a shift in traveler preferences toward sustainable and experiential trips. According to the UNWTO, nature-based tourism is expanding faster than the overall travel industry, with visitation to protected areas recovering strongly post-pandemic. Europe and North America are leading the transition toward low-emission domestic travel, eco-lodges, and greater transparency in digital booking platforms.
• Sustainability Trends: Sustainability is the guiding principle of the ecotourism market, influencing all aspects of operations, from energy-efficient accommodations and carbon offset programs to ethical wildlife experiences. Industry leaders such as Intrepid Travel and andBeyond have set ambitious carbon neutrality goals, incorporating clean energy initiatives and verified conservation efforts into their programs. Additionally, growing consumer demand for transparency and authenticity is pushing companies to adopt traceable sustainability reporting and impact audits.
• Global Expansio: Large ecotourism operators are expanding into new biodiversity-rich areas in search of pristine environments and authentic local cultures. Companies such as Responsible Travel and FROSCH International Travel have diversified their portfolios across Southeast Asia, Sub-Saharan Africa, and the Andes region. Governments in destinations like Bhutan, Kenya, Peru, and New Zealand are attracting responsible investors through tax incentives, sustainable infrastructure support, and eco-certification programs to help maintain ecological balance.
• Startup Ecosystem: Startups such as Kind Traveller and Regenerative Travel have pioneered ethical booking platforms, directing a portion of travel expenditures to local conservation and community initiatives. Emerging companies in India, Australia, and Latin America are focusing on community-based digital tourism marketplaces, enabling indigenous populations to engage directly with international visitors.

Market Scope

Market Dynamics

Key Market Drivers

• Increasing the affordability -Ecotourism is now more inexpensive and open to a larger variety of travelers because to the growth of cheap airline tickets and other inexpensive vacation choices.
• The rising popularity of the responsible tourism -Ecotourism along with other forms of environmentally conscious travel are growing in popularity among tourists who want to have as little of an impact as possible on the natural world and local people. The desire for eco-friendly travel solutions is being driven by this trend.
• Influence of the social media -By highlighting distinctive and environmentally friendly travel encounters social networking sites has significantly contributed to the promotion of ecotourism. The younger generations of travellers are now more aware of and interested in ecotourism as a result of such.
• Climate change awareness -The need to promote sustainable tourism practises is becoming more and more evident to tourists as the effects of global warming become more pronounced. Travellers may help efforts to preserve the environment and lessen their carbon impact through ecotourism.
• In August 2024, the Ministry of Tourism formulated National Strategies to foster these sectors across India. These strategies are part of efforts to promote India holistically, highlighting its natural beauty and cultural heritage while encouraging responsible travel practices.

Key Market Challenges

• Lack of regulations -The absence of rules and guidelines for ecotourism may result in unethical and irresponsible practices. The environment, nearby communities, and the industry's long-term survival may all suffer as a result.
• Climate change -Because of the potential for irreparable harm that climate change may do to delicate ecosystems, ecotourism sites are at serious risk. The tourist sector and the nearby towns that rely on it may suffer as a result.
• Political instability -Political unrest and hostilities in some locations might discourage travelers and hinder the potential expansion of ecotourism there.
• Overcrowding -Overcrowding at popular ecotourism areas may have a harmful effect on the environment and nearby populations. This may also result in a reduction in the standard of the travel encounter.

Key Market Opportunities

• Technological advancements -Technology may improve client experiences, expedite processes, and cut costs in ecotourism. Travellers may have immersive experiences and have easier access to faraway locations because to technologies like augmented reality, unmanned aircraft, and smartphone apps.
• Rising demand for sustainable tourism -The need for sustainable travel choices is rising as more tourists become mindful of the drawbacks of mass tourism. Ecotourism offers a substitute that encourages conservation efforts and reduces detrimental effects on communities nearby and the environment. Ecotourism businesses now have a great chance to profit from this expanding demand.
• In August 2024, in a significant step toward improving sustainability in the global tourism industry, UN Tourism and the World Sustainable Hospitality Alliance joined forces to implement a common ESG framework. This partnership is poised to revolutionize how tourism enterprises measure, report, and improve their sustainability efforts.

Segment Insights

Activity Type Insights

In 2024, land ecotourism generated approximately 71% of the revenue share, propelled by the increased consumer demand for sustainable land-based tourism such as wildlife safaris, national park visits, and wildlife watching. Land-based activities are convenient and more affordable, leading to a significant surge in consumer inclination towards these activities in recent years. CNH Tours reported an annual growth rate of 16.7% between 2009 to 2018 for land-based tourism activities, indicating a promising growth trajectory for this segment.

The marine segment is expected to witness significant growth, with a notable CAGR of 14.93% from 2024 to 2034. The surge is primarily driven by changing consumer preferences, increasing interest in adventure activities, and leisure and vacation journeys on coastal waters. The beauty, diversity, and cultural richness of coastal areas worldwide make them a preferred holiday destination for both domestic and international tourists, making coastal and maritime tourism a significant industry.

Group Insights

In 2024, the group segment dominated the revenue share, accounting for over 81%. This growth can be attributed to the increasing preference for group travel among consumers, the emergence of travel groups on social media platforms, and the rising number of young eco-tourists. Moreover, young travelers have shown remarkable resilience towards group travel in recent times. To attract group travelers, tour operators worldwide are offering various travel packages that include several group activities, further bolstering the global industry's growth.

The solo travel segment is expected to witness notable growth, with a projected CAGR of 17% from 2024 to 2034. Over the last decade, solo travel has gained tremendous popularity among numerous travelers seeking immersive travel experiences and embracing their freedom. Given the rising demand for solo travel, vacation firms and tour operators are now focusing exclusively on catering to solo travelers.

Booking Mode Insights

The largest revenue share of over 61% in 2024 was held by direct booking. The reason for the strong growth in direct tour package booking is due to the fact that a large elderly consumer base still prefers for booking their travel, flight, also hotel booking through direct bookings.

Besides, rising numbers of the eco-tourists are opting more for direct channels to gain more personalized experiences, and the key companies and tour operators are also offering various tailored services as well as discounts when booked through the direct booking mode to further increase their consumer reach. This has resulted further in the growth of this market.

Regional Insights

What Makes North America the Dominant Region in the Ecotourism Market?

North America is expected to dominate the market during the forecast period due to the presence of a large number of national parks, nature reserves, and other eco-tourism destinations in the region. The US and Canada are the major contributors to the market growth in this region.Europe is another significant market for ecotourism, driven by the growing trend of sustainable travel and the presence of diverse and unique natural landscapes and wildlife reserves. Countries such as Spain, France, and Italy are the major contributors to the market growth in this region.

• In May 2025, HANetf announced the launch of the US Global Investors Travel UCITS ETF. The firm writes that as the first actively managed ETF in Europe with an emphasis on the travel and tourism sector, TRIP harnesses the Smart Beta 2.0 framework with the aim of capitalizing on a permanent shift to a new paradigm in global travel.

U.S. Ecotourism Market Analysis

The U.S. leads the market in North America, driven by a rise in domestic nature-based travel and a robust sustainability framework. Federal investments in park conservation through the Great American Outdoors Act have revitalized national park infrastructure, improving accessibility and visitor capacity. High consumer awareness of climate concerns and a willingness to pay a premium for low-impact experiences are expected to further support market growth.

What Makes Asia Pacific a Significantly Growing Area?

The Asia Pacific region is anticipated to showcase significant growth in the coming years, attributed to the rise in the number of eco-tourists visiting countries such as Thailand, Indonesia, and Malaysia. Moreover, the growing focus of governments in the region on developing eco-tourism infrastructure and promoting sustainable tourism practices is expected to drive market growth.

Latin America is expected to witness promising growth in the ecotourism market, with countries such as Costa Rica and Ecuador emerging as popular eco-tourism destinations. The Middle East and Africa region is also expected to showcase growth in the ecotourism market, driven by the presence of natural wonders such as the Serengeti and Masai Mara wildlife reserves, and efforts by governments to promote sustainable tourism practices.

Latin America is expected to witness promising growth in the ecotourism market, with countries such as Costa Rica and Ecuador emerging as popular eco-tourism destinations. The Middle East and Africa region is also expected to showcase growth in the ecotourism market, driven by the presence of natural wonders such as the Serengeti and Masai Mara wildlife reserves, and efforts by governments to promote sustainable tourism practices.

Indonesia Ecotourism Market Analysis

Indonesia contributes significantly to the Asia Pacific ecotourism market, driven by strategic conservation policies and the country's rich biodiversity across its archipelagic terrain. The Ministry of Tourism and Creative Economy implemented programs to achieve sustainable destination certifications and protect marine ecosystems, particularly around Bali, Raja Ampat, and Komodo National Park. Collaborations with international organizations such as the UNWTO and WWF Indonesia strengthened policy frameworks and encouraged investments in nature-based tourism.

How is the Opportunistic Rise of Latin America in the Ecotourism Market?

Latin America is expected to witness promising growth in the ecotourism market, with countries such as Costa Rica and Ecuador emerging as popular eco-tourism destinations. Costa Rica remained the leading country in Latin America's ecotourism market over the past year, propelled by its innovative carbon-neutral tourism framework. The Costa Rican Tourism Board (ICT) enhanced the Certification of Sustainable Tourism (CST) in the country, increasing transparency and measurable sustainable tourism efforts for operators. Future growth depends on developing carbon-offset initiatives, online sustainability reporting, and nature-friendly hotel amenities in second-tier destinations.

How Big is the Opportunity for the Ecotourism Market in Europe?

Europe's market strength lies in revitalizing rural destinations and implementing national green tourism programs that attract domestic and regional travelers seeking low-emission travel options. The adoption of certification and mandatory sustainability reporting among larger operators has increased consumer confidence and led to higher per-trip spending on confirmed green experiences. EU funding and national policies related to the European Green Deal have increased investments in energy-efficient housing and the restoration of cultural landscapes in Norway, Slovenia, and Portugal.

Germany Ecotourism Market Analysis

The European ecotourism market was dominated by Germany last year due to its well-organized sustainability policies, investments in green infrastructure, and leadership in eco-certification programs. The German National Tourist Board (GNTB) promoted the campaigns of the so-called Feel Good sustainable travel, which emphasized low-emission mobility and nature-focused hotels. The growth of zero-carbon tourist hubs in the country and the implementation of digital sustainability reporting across the tourism supply chain are expected to lead in the future.

What Factors Support the Growth of the Ecotourism Market in the Middle East & Africa?

The Middle East and Africa region is also expected to see growth in the ecotourism market, driven by natural attractions like the Serengeti and Masai Mara wildlife reserves, as well as efforts by governments to promote sustainable tourism practices. High-value protected-area upgrades in several African countries and diversification of strategic destinations in the Middle East are driven by sovereign investments and donor-supported conservation programs. National visions emphasized non-oil foreign exchange revenues, prompting Gulf states to accelerate the development of heritage routes, transport links, and niche nature-restoration pilots. The momentum is expected to continue as investor interest in impact-driven hospitality and government-backed expansion of ecological corridors increases.

Kenya Ecotourism Market Analysis

Kenya leads the regional market, supported by ongoing investments in conservation-focused tourism and high-value wildlife protection initiatives. International donors like the World Bank and UNEP have also provided further support for eco-certification and increased access to green financing for small operators. An increase in air sustainability and diversification along coastal and cultural eco-corridors is expected to boost visitor numbers to the country.

Ecotourism Market – Value Chain Analysis

• Natural Resource & Destination Development
  The value chain begins with the identification, preservation, and sustainable management of natural ecosystems, wildlife reserves, and cultural heritage sites that form the foundation of ecotourism experiences.
  • Key Players: UNESCO World Heritage Centre, National Park Services (e.g., U.S. National Park Service, South African National Parks), IUCN, local conservation NGOs.
• Infrastructure & Accommodation Development
  Eco-lodges, green resorts, and sustainable infrastructure are developed using environmentally friendly construction practices and renewable energy systems to minimize ecological footprints.
  • Key Players: andBeyond, Wilderness Safaris, Six Senses Hotels Resorts Spas, EcoCamp Patagonia.
• Travel & Logistics Management
  This stage focuses on eco-friendly transportation and tour logistics — including low-emission transfers, carbon-offset programs, and sustainable itinerary planning.
  • Key Players: Intrepid Travel, Responsible Travel, FROSCH International Travel, Travel Leaders Group.
• Tour Operations & Experience Delivery
  Operators design and deliver immersive, conservation-centered experiences such as wildlife safaris, cultural immersion programs, and nature expeditions while ensuring community engagement and minimal impact on the environment.
  • Key Players: Adventure Alternative, Aracari, Rickshaw Travel, Small World Journeys Pty Ltd., Undiscovered Mountains Ltd.
• Community Partnership & Benefit Sharing
  A critical component of ecotourism involves collaboration with local and indigenous communities to ensure equitable benefit distribution, skill development, and cultural preservation.
  • Key Players: Kind Traveler, G Adventures Foundation, The Long Run, Local Community Tourism Boards.
• Marketing & Distribution Channels
  Ecotourism experiences are marketed through digital platforms, travel agencies, and sustainable tourism networks emphasizing responsible travel, ethical storytelling, and transparent sustainability certifications.
  • Key Players: Responsible Travel, TripAdvisor GreenLeaders Program, ATTA (Adventure Travel Trade Association), PATA (Pacific Asia Travel Association).
• Monitoring, Certification & Policy Regulation
  The final link involves regulatory oversight, environmental auditing, and certification programs ensuring adherence to global sustainability standards and responsible tourism practices.
  • Key Players: UNWTO, Global Sustainable Tourism Council (GSTC), Rainforest Alliance, EarthCheck, Green Globe.

Key Players in Ecotourism Market and Their Offerings

• AndBeyond (South Africa): A leading luxury ecotourism company offering sustainable safari lodges and conservation-driven travel experiences across Africa, Asia, and South America.
• Intrepid Travel (Australia): A pioneer in small-group adventure travel, Intrepid emphasizes responsible tourism with carbon-neutral trips and community-based cultural experiences.
• FROSCH International Travel (USA): A global travel management company providing customized sustainable travel programs and eco-conscious adventure itineraries for corporate and leisure clients.
• Responsible Travel (UK): One of the world's first online travel agencies dedicated entirely to responsible tourism, curating eco-certified holidays that support local communities and reduce environmental impact.
• Adventure Alternative (UK): A socially responsible adventure travel company promoting fair trade tourism and expeditions that benefit local economies and conservation projects.
• Kind Traveler (USA): The first “give + get” hotel booking platform that rewards travelers with exclusive rates when they donate to local environmental or social causes.
• Aracari (Peru): A boutique travel company specializing in sustainable luxury travel across Peru and the Andes, focusing on authentic cultural immersion and environmental preservation.
• Rickshaw Travel (UK): An ethical travel company creating tailor-made journeys that emphasize local experiences, sustainability, and respect for people and planet.
• Travel Leaders Group (USA): One of North America's largest travel networks, offering curated eco-friendly tours and supporting sustainable destination initiatives worldwide.
• Adventure Alternative (UK): Operates eco-conscious expeditions and voluntourism projects, emphasizing environmental stewardship and cultural respect in remote destinations.
• Small World Journeys Pty Ltd. (Australia): Focused on eco-educational and sustainable adventure travel across Australia, integrating conservation and indigenous community engagement.
• Steppes Discovery (UK): A premium travel operator offering expert-led wildlife and conservation journeys with a strong commitment to sustainability and carbon reduction.
• Undiscovered Mountains Ltd. (France): Specializes in eco-adventures in the French Alps, promoting low-impact, year-round tourism that supports local communities and biodiversity.

Segments Covered in the Report

By Activity Type

• Land
• Marine

By Group

• Solo
• Groups

By Booking Mode

• Direct
• Travel Agent
• Marketplace Booking

By Region

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East and Africa