Four out of ten Spaniards already travel to alternative destinations to escape overcrowding.

Spaniards are already beginning to travel to alternative destinations to escape the tourist saturation, at a time when major Spanish capitals and some sun-and-beach regions are experiencing worrying overcrowding for some months of the year. As a result, today, 4 in 10 (38%) domestic travelers are opting for secondary destinations in an attempt to reduce overcrowding , according to the Sustainable Travel Report prepared by Booking.com .

This isn't the only measure that Spanish travelers are beginning to take to protect themselves from the masses of tourists. According to the tenth edition of this survey, which focuses on the role of local communities , 37% of those surveyed by the booking platform say they travel at other times of the year, outside of July and August, for the same purpose. Furthermore, the report reveals that more than half of Spaniards (59%) believe that tourism has a positive impact on where they live, "although they also recognize the need to make certain adjustments so that destinations can grow sustainably and continue to be enjoyed by all."

Another new development is that for the first time, more than half of Spanish travelers (52%) say they are fully aware of the impact their trips have on both local communities and the environment. Furthermore, 72% express the desire to leave the places they visit in better condition than when they arrived.

But the perspective changes, in part, when travelers get to give their opinions as residents. Thus , 36% of Spanish travelers believe their place of residence receives an adequate number of tourists, but they point to several challenges associated with tourism, including overcrowding (40%), garbage accumulation (38%), the rising cost of living (37%), and traffic congestion (32%).

Despite these concerns, only 19% believe the solution lies in limiting the number of visitors. Instead, they advocate for greater investment in communities, prioritizing improvements in public transportation (33%), waste management (32%), and environmental conservation (28%) as the main measures to be implemented.

Regarding tourist behavior, more than half of those surveyed have a positive perception. Although less than half (47%) believe that visitors generally respect local customs and traditions, 53% acknowledge that these influxes of visitors support local businesses.

While these data indicate there is still room for improvement, they are aligned with travelers' own intentions, as 77% want their spending to directly benefit the local community and 79% seek authentic experiences that reflect the destination's culture.

On the other hand, in 2025, traveling more sustainably remains a priority for the majority of Spanish travelers, with 82% considering it important. Over the last decade, this awareness has grown significantly. While in 2016 only 42% believed they traveled sustainably, by 2025 90% say they want to make more responsible choices and have already done so to some extent. Over these ten years of research by Booking.com , preferences and priorities have also evolved, with a greater focus on the positive impact travel can have on destinations, local communities, and ecosystems. Habits related to waste reduction and energy savings have become increasingly common.

For example, in 2020, 58% of Spanish travelers turned off the air conditioning or heating when leaving the accommodation, a figure that grew to 74% in 2023. In addition, along with the environmental aspect,

“To ensure that both residents and tourists can continue to enjoy destinations equally, tourism, infrastructure, and innovation must keep pace with travelers’ good intentions,” says Pilar Crespo, head of Booking.com for Spain and Portugal , who adds that one of the online booking giant’s goals is to help “both customers and partners trust that the choices they make are positively contributing to the destinations they visit.” “This includes highlighting hotels and accommodations with reputable third-party sustainability certifications or providing training and guidance to our partner accommodations, as well as showing them how to interact with local communities or reduce their consumption of natural resources,” she says.

Coinciding with the report's launch this Wednesday, Booking.com organized a roundtable discussion entitled "Responsible Tourism: Keys to Sustainable and Competitive Development," focusing on the tourism sector's role in the transition toward more sustainable and conscious models. Moderated by Marta Barahona, Director of Sustainability at Harmon , the session brought together professionals from the institutional, business, and civil society sectors with a shared vision: moving toward a tourism industry that generates value for both destinations and local communities.

Ana Abade, Head of Public Affairs for Spain and Portugal at Booking.com , participated in the meeting. She emphasized that "sustainability has become a key and strategic area. There are more and more hotels with sustainable certification and a greater number of professionals with specific training in this area than a year ago. Furthermore, public administrations should stop focusing solely on counting tourists and begin evaluating how resources are managed to improve the quality of life of residents."

For his part, Luigi Cabrini, president of the Global Sustainable Tourism Council (GSTC), emphasized that "credibility is fundamental. We must avoid greenwashing, communicate transparently, and position sustainability as a central element in the quality of the tourism experience."

Finally, Gorka Rosell , director of Sleep'in Atocha , noted that "25% of our guests choose us for our commitment to sustainability. Our daily challenge is to spark interest in the local culture, operate carbon-neutrally, and, above all, encourage top executives to make bold decisions." They all shared ideas, experiences, and proposals for addressing the challenges of responsible tourism in a context of global transformation.