A joint report released by Airbnb China and others reveals growing interest in sustainable tourism among Chinese outbound travelers.

Titled the 2025 Sustainable Tourism Report, the study examines perceptions, attitudes, and behaviors related to sustainability in outbound travel. According to the findings, 78% of respondents consider sustainable tourism important, and 85% report adhering to environmental regulations at their destinations. Interest is especially strong among travelers aged 35 and under, who view sustainability as a core value of travel.

The report also shows that two-thirds of respondents consider environmental performance when selecting accommodations, and half are willing to pay a premium for eco-friendly lodging.

Sustainable tourism is becoming a new benchmark for high-quality growth in the travel industry, with environmental and social responsibility playing a central role in both consumer behavior and corporate strategy.