Ecotourism Market Size, Share & Industry Analysis, By Type (Nature & Wildlife Tourism, Agro-tourism, and Others), By Traveler Type (Solo and Group), By Booking Mode (Travel Agents and Direct), By Age Group (Generation X, Millennials, and Generation Z), By Passenger Type (Domestic and International), and Regional Forecast, 2025-2032

The global ecotourism market size was valued at USD 260.76 billion in 2024. The market is projected to grow from USD 295.83 billion in 2025 to USD 814.40 billion by 2032, exhibiting a CAGR of 15.57% during the forecast period. Europe dominated the ecotourism market with a market share of 38.36% in 2024.

Ecotourism is a form of sustainable tourism that focuses primarily on experiencing and learning about nature. An increasing number of nature-inspired tourism destinations are attracting domestic and international travelers by offering immersive travel experiences that emphasize the preservation and integrity of the natural environment, supporting the demand for such services. In addition, governmental efforts aimed at building nature-friendly infrastructural facilities, designed to minimize environmental impact while maximizing local economic benefits, are further driving the global market growth.

G Adventures, ROW Adventures, Frosch International Travel, Steppes Travel, and Aracari are the leading players operating in the global market.

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Impact of COVID-19

The sudden onset of the COVID-19 pandemic badly affected the global economy. COVID-19 was considered a public health emergency that transformed lives and businesses and brought significant changes to the industry. The pandemic had a strong negative impact on the manufacturing, logistics, travel, and tourism sectors. The complete closure of national and international borders due to the pandemic was the major reason behind the decline in tourists worldwide. The outbreak of the virus forced governments of various countries to impose lockdown measures to reduce its spread across the world, which further slowed market progress.

Ecotourism Market Trends

Rising Trend of Online Booking by Tourists to be Major Factor Boosting Market Growth

There are various services provided by online booking companies, such as transportation, lodging, car rental, and others. Furthermore, the frequency of online booking has increased due to easy and quick flight & hotel bookings. In addition, increasing consumers’ accessibility to the online payment options has made booking simpler, which will further increase consumer tourist footfall. Key market players are also providing their travel services through their company websites and mobile apps, which helps ease booking and is mostly preferred by young professionals, which will further fuel market growth.

MARKET DYNAMICS

MARKET DRIVERS

Steady Development of Travel & Tourism Industry to Drive Market Growth

The tourism sector is continuously growing due to the rising number of tourists, increasing disposable income, growing population, emerging community-based tourism, and increase in government support, which further drives the ecotourism market growth. According to the United Nations World Tourism Organization (UNWTO), around 300 million tourists traveled internationally in the first three months of 2025, marking a 5% increase compared to 2024.

The rise in awareness regarding outdoor recreational activities and increased interest of individuals in sustainable tourism will further fuel market growth. In addition, governments are increasingly launching initiatives to boost tourist footfall. For instance, according to Invest India, the Indian government launched the Amrit Dharohar scheme in June 2023, aimed at promoting the conservation and sustainable development of wetlands to create more eco-friendly tourism opportunities across the country. Furthermore, a rise in public-private partnerships for developing tourism infrastructure, such as airports, railways, roads, accommodation, and facilities, will further increase the demand for sustainable tourism and boost market growth.

Increase in Digital Marketing Initiatives to Increase Tourist Footfall to Fuel Market Growth

Digital marketing has become an important medium for the tourism industry as it helps in reaching a large audience and increasing tourist footfall. Digital marketing in travel and tourism refers to the use of different digital platforms and channels to promote and generate demand for worldwide tourism products and services. It includes various platforms, such as social media marketing, website optimization, search engine optimization, email marketing, and others. The shift toward digital marketing has increased in the last couple of years, owing to changing traveler behavior, with tourists increasingly depending on online sources and social media for travel planning. Real-time engagement through social media allows tourism companies to interact with travelers directly. Furthermore, it helps address travelers’ inquiries, offers immediate assistance, fosters transparency, resolves traveler issues, and builds trust.

Video marketing has emerged as a unique tool that tourism companies are increasingly adopting to tell compelling stories, showcase ecotourism destinations, and promote products and services in an engaging way. In addition, video marketing allows travelers to participate and share their valuable experiences, which helps in creating emotional contact between the audience and the destination. Thus, the rise in the adoption of digital marketing by companies, along with the increasing dependency of travelers on social media for planning their tour, will further boost market growth.

MARKET RESTRAINTS

Rise of Geopolitical Tensions Worldwide to Restrict Market Growth

Rise in geopolitical instability is a major concern for the ecotourism industry. Geopolitical events, such as conflicts between the U.S. & Turkey, Russia & Ukraine, the U.S. & Russia, and the U.S. & China, have increased concerns regarding direct and indirect economic effects of geopolitical risks. In addition, countries that are highly dependent on the tourism sector are badly affected by geopolitical conflicts, as they result in a decrease in the number of tourists visiting different parts of these nations.

MARKET OPPORTUNITIES

Emergence of Digital Platforms Improving Eco-friendly Travel Planning Creates Growth Opportunities

The emergence of digital platforms and mobile applications that enable users to track their carbon footprint and assist in planning eco-friendly travel creates new market growth opportunities. In addition, increasing usage of virtual reality and AI technologies in online booking of ecotourism packages and in providing promotional offers to customers creates newer revenue models for tour operators in the global market.

MARKET CHALLENGES

Higher Ecotourism Package Costs to Challenge Market Development

The higher costs of ecotourism packages due to the distant facility locations, responsible operations, and conversion fees limit the demand for services among middle-income travelers, posing challenges to the industry's growth. In addition, lack of reliable transportation, inadequate waste management systems, and safety measures in some ecotourism destinations reduce consumer confidence and discourage participation. These issues pose further challenges for market players to expand operations overseas.

SEGMENTATION ANALYSIS

By Type

Nature & Wildlife Tourism Dominates Owing to Increase in Awareness Regarding Wildlife Conservation

Based on type, the market is segmented into nature & wildlife tourism, agro-tourism, and others. The nature & wildlife tourism segment holds a major ecotourism market share owing to an increase in tourists’ interest in safari tours and mountain tourism. Nature & wildlife tourism allows tourists to introspect and gain useful insights into culture and biodiversity, as localities and communities are deeply involved in wildlife conservation. Furthermore, a rise in government support for the promotion of national parks, nature, and wildlife has increased the tourist footfall for wildlife tourism. A large number of people learn about wildlife tourism attractions through social media platforms, such as Instagram, Facebook, and YouTube, which will increase the tourist footfall for wildlife tourism and drive the segment’s growth.

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By Traveler Type

Travelers Prefer Traveling in Groups Due to Rise in Holiday Packages for Couples or Groups

Based on traveler type, the market is divided into solo and group. The group segment holds a major share owing to the rise in the introduction of vacation packages for couples and groups for travel and hotels. Furthermore, a rise in group-related activities in eco-friendly tourism will further drive the segment’s growth. The growing disposable income, increasing tourist inclination toward flora & fauna, and the rise in the number of tourists enjoying cultural experiences are some other factors boosting market growth.

By Booking Mode

Customers Opt for Direct Booking Mode Owing to Rise in Internet Penetration

Based on booking mode, the market is divided into direct and travel agents. The direct segment holds the largest share of the market owing to the rise in the launch of quick & seamless mobile apps and company websites for booking tickets and locations for travel. Furthermore, mobile apps provide the booking rates, total distance to the tourist site, and other information to customers. This mode of booking helps both customers and business owners as direct booking apps store information related to travelers and provide eligible discounts or offers to tourists. Moreover, direct booking removes the mediator, which reduces the prices of tickets and hotel bookings. Thus, the rise in internet penetration and the availability of quick mobile apps will further fuel the growth of the segment.

By Age Group

Millennials is the Fastest-growing Segment Owing to Rising Influence of Social Media Advertisements

Based on age group, the market is segmented into generation X, millennials, and generation Z. The millennials or generation Y segment is growing significantly as more people from this generation are opting for eco-friendly tourism due to the rising influence of social media advertisements. Furthermore, millennials are currently the fastest-growing age group and one of the highest spenders on travel. The millennials’ inclination toward wildlife and natural tourism has increased as they are focusing more on unique experiences. Key players in the global market include a variety of offers or discounts that encourage travelers to plan their visits frequently, further boosting the segment’s growth.

By Passenger Type

Domestic Segment Led due to its Growing Interest in Seeking Nature-based Activities

Based on passenger type, the market is bifurcated into domestic and international. The domestic segment exhibited a major market share in 2024, driven by a higher number of domestic consumers seeking nature-based and culturally immersive activities that help minimize environmental impact. In addition, increasing disposable income and growing urbanization rate & domestic tourism growth are expected to accelerate the segment’s expansion during the forecast period (2025-2032).

The international segment is slated to grow at a considerable rate due to the significant increase in the number of international travelers and their spending on outdoor camping and tour activities worldwide. Furthermore, consistent governmental promotions of nature-inspired destinations are attracting more international visitors and driving the segment’s growth.

Ecotourism Market Regional Outlook

Geographically, the global market is studied across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Europe

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Europe’s market size reached USD 100.04 billion in 2024 and is slated to grow at the fourth fastest rate during the forecast period. It is the most popular travel destination globally owing to its cultural heritage, famous landscapes, and lavish lifestyle. Europe dominates the global market as more tourists are conscious about environmentally friendly travel and activities. In addition, increasing environmental consciousness, particularly about the conservation of nature and cultural heritage, is further supporting the future development of the industry in Europe.

Asia Pacific

Asia Pacific is slated to grow at the fastest rate globally during 2025-2032. Growth in this region is driven by the rise in disposable income, improved employment opportunities, and rapid urbanization rates across many countries, including China, India, and Southeast Asia. Furthermore, robust economic growth in a region with more than half of the world's population, coupled with increased air connectivity, promotion of tourism, and major infrastructure projects, has fueled international tourism in the region. Rise in government investment for the development and maintenance of the existing ecotourism attractions in the region will further result in bringing a large number of tourists. For instance, in April 2022, Mondulkiri Tourism Development launched a master plan to turn Cambodia’s Phnom Penh, Sihanoukville, and Siem Reap into an ecotourism destination.

North America

Ecotourism has grown significantly in North America in the last couple of years owing to increasing interest of individuals in wildlife tourism and natural habitats. Rise in the trend of travel vloggers on YouTube, Instagram, and other social media platforms has attracted a large number of tourists, which has further boosted the growth of the regional market. In addition, U.S. government agencies are allocating more funds and time to collaborative projects and playing a key role in developing, planning, and managing nature-friendly tour activities. Thus, an increase in government initiatives to promote eco-friendly tourism and a high interest of people in traveling further fuel market growth.

South America and the Middle East & Africa

South America and the Middle East have observed an increase in tourist footfall in the last couple of years. The UAE has a rich natural environment that offers a unique combination of diverse terrain and has a large arid land with vast sand deserts, but it is also known for its mountains, oases, sand dunes, valleys, mangroves, beaches, and salt plains. The diversity of the UAE, which is home to different flora and fauna, attracts a large number of visitors to the country and boosts market growth.

COMPETITIVE LANDSCAPE

Key Industry Players

Key Companies Focus on Adopting Innovative Strategies to Gain a Competitive Edge

This market is highly competitive and prominent companies, such as G Adventures, ROW Adventures, Frosch International Travel, and others have focused on technological innovations, partnerships, and business expansions to gain a strong foothold in the market. They are also focusing on their promotion and marketing strategies to create strong brand awareness.

Major Players in the Market

G Adventures, ROW Adventures, Frosch International Travel, Steppes Travel, and Aracari are the leading players operating in the global market.

LIST OF KEY ECOTOURISM COMPANIES PROFILED

• G Adventures (Canada)
• Adventure Alternative Ltd (Ireland)
• ROW Adventures (U.S.)
• Steppes Travel (U.K.)
• Aracari (U.S.)
• Small World Journeys (Australia)
• Black Kite Tour (Ethiopia)
• Global Sustainable Ecotours (U.S.)
• Discover Corps (U.S.)
• Rickshaw Travel Group (Tanzania)

KEY INDUSTRY DEVELOPMENTS

• August 2023 – G Adventures announced its partnership with Jerne, a platform that connects content creators with experienced providers of specific geographical areas and themes. This partnership would make the company’s marketing strategy more effective and help enhance the customer reach.
• November 2022 – G Adventures invested in travel technology start-up Reforest, which is a digital platform that connects travelers with communities for responsible travel, so that the restoration of the ecosystem can be done using the reforestation method.
• November 2022 – Ecotourism Australia, in partnership with Tourism Australia, introduced the Strive 4 Sustainability Scorecard program. This program is an open platform for all tourism companies wishing to embark on their sustainability journey most easily and cost-effectively. The scorecard program would help new entrepreneurs in establishing their tourism business.
• September 2022 – Wilderness Safaris announced its partnership with Wayo Africa to help increase its combined conservation footprint in Tanzania. Furthermore, this partnership would help increase the tourist footfall in Tanzania.
• August 2022 – Saudi Arabia announced the launch of several nature-inspired travel programs to increase the footfall of tourists to 100 million visitors per year by 2030. There are various mega projects, such as The Red Sea Project, that the country has started to work on to contribute to this sustainable tourism goal.

REPORT COVERAGE

The market research report provides a detailed market analysis and focuses on key aspects, such as the competitive landscape, and analysis on key market segments, including traveler types, booking modes, passenger type, and age groups. Besides this, it offers insights into various market trends and highlights key industry developments. In addition to the above-mentioned factors, the report encompasses several other factors that have contributed to the growth of the market in recent years.

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Report Scope & Segmentation