Global SAVE Tourism Market By Type (Volunteer, Scientist, Academic, Education), By Sales Channel (Travel Agent, Online), By Age Group (18-34 Years, 35-54 Years, 55-64 Years, 65+ Years), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends and Forecast 2024-2033

Report Overview

The Global SAVE Tourism Market size is expected to be worth around USD 8.7 Billion by 2033, from USD 2.9 Billion in 2023, growing at a CAGR of 11.6% during the forecast period from 2024 to 2033.

SAVE Tourism is a travel concept rooted in sustainability and environmental conservation, aiming to balance the enjoyment of travel experiences with the preservation of natural and cultural resources. The term “SAVE” represents Scientific, Academic, Volunteer, and Educational tourism.

This model emphasizes minimizing the ecological footprint of travel, promoting conservation, and contributing positively to local communities. It encourages activities such as eco-tourism, wildlife protection, and cultural heritage preservation, designed to engage travelers in ways that ensure long-term sustainability.

As consumers become more environmentally conscious, particularly in light of rising global concerns over climate change and resource depletion, SAVE Tourism is experiencing growing interest. It aligns with a broader movement toward responsible travel, where individuals seek to connect with nature and cultures in a way that benefits both them and the planet.

According to the U.S. National Park Service (NPS), in 2023, U.S. National Parks recorded 325,498,646 recreational visits, showcasing the increasing demand for nature-based tourism that resonates with the principles of SAVE Tourism.

The SAVE Tourism market refers to the segment of the global tourism industry that emphasizes sustainable travel options, including eco-tourism, adventure tourism, and cultural heritage tourism. This market has seen rapid growth, driven by the increasing demand for experiences that contribute to environmental preservation and community well-being.

A May 2022 survey conducted by PMC at two nature reserves found that 228 participants, consisting of 31% male and 69% female, engaged in ecological experiential learning activities, with 42% of participants falling between the ages of 25-44 years.

The SAVE Tourism market is poised for substantial growth in the coming years, driven by shifting consumer preferences toward responsible and meaningful travel experiences. Eco-tourism, which includes activities like wildlife conservation and environmental education, is becoming increasingly popular.

According to Education USA, in 2023, the network made over 3.1 million contacts globally through various outreach activities, signaling growing interest in travel that promotes cultural and environmental awareness.

Additionally, the growth of the SAVE Tourism market is further supported by the increasing popularity of nature-based tourism. For instance, U.S. National Parks recorded 325,498,646 visits in 2023, a statistic which underscores the growing consumer interest in outdoor experiences aligned with sustainable travel practices.

Governments are implementing regulations to ensure tourism growth does not compromise natural resources or local cultures. As more countries adopt such policies, the SAVE Tourism market is expected to benefit from increased investment, making eco-tourism more accessible and appealing to travelers.

Additionally, global organizations like Education USA, which made over 2.3 million contacts in Sub-Saharan Africa in 2023, are advancing sustainable tourism through educational initiatives and international outreach.

Key Takeaways

• The global SAVE Tourism Market is expected to reach USD 8.7 billion by 2033, growing at a CAGR of 11.6%.
• In 2023, Volunteer tourism led the market with a 30.8% share due to rising interest in voluntourism and meaningful travel experiences.
• Travel Agents dominated the SAVE Tourism Market’s sales channels in 2023.
• The 18-34 age group held the largest market share (41.6%) in 2023, driven by a strong focus on sustainability in travel.
• The Asia Pacific region holds the largest share of the global SAVE Tourism Market, contributing 37.8% (USD 1.07 billion).

Type Analysis

Volunteer Segment Leads SAVE Tourism Market in 2023

In 2023, Volunteer held a dominant market position in the By Type Analysis segment of the SAVE Tourism Market, with a 30.8% share. This sector’s significant market presence can be attributed to the growing appeal of voluntourism, where travelers engage in community service or environmental initiatives while exploring new destinations.

Following the Volunteer segment, the Scientist and Academic segments each made notable contributions to the overall market, supported by travelers pursuing professional, research-based, or educational experiences in alignment with sustainability and conservation efforts.

These segments, while not as dominant as Volunteer, continue to represent a key aspect of SAVE Tourism’s diversification, focusing on individuals seeking both personal growth and the opportunity to contribute to global environmental goals.

The Education segment, while present, reflects a more niche interest, with travelers prioritizing educational opportunities that focus on sustainability, research, and environmental stewardship. These segments, particularly the Volunteer category, are expected to continue driving growth within the SAVE Tourism Market in the coming years, responding to the rising demand for responsible travel options.

Sales Channel Analysis

Travel Agents Lead the SAVE Tourism Market by Sales Channel in 2023

In 2023, Travel Agents held a dominant market position in the By Sales Channel Analysis segment of the SAVE (Sustainable, Adventurous, Value-based, and Eco-friendly) Tourism Market.

Travel agents have consistently been preferred by a significant portion of travelers seeking personalized, tailored services, especially within the eco-friendly and sustainable tourism space. The expertise and curated itineraries provided by travel agents have positioned them as leaders, facilitating seamless travel experiences for those prioritizing environmental responsibility.

In contrast, the online channel, while growing, still holds a smaller share in comparison to travel agents, but its significance is increasing. With the convenience and accessibility of online booking platforms, more consumers are turning to digital channels to explore and book sustainable travel options, contributing to a gradual shift in market dynamics.

However, travel agents remain a key segment in the SAVE tourism market, particularly for high-touch, customized travel experiences that require specific expertise in sustainability and eco-conscious travel practices.

Age Group Analysis

18-34 Years Dominated the SAVE Tourism Market in 2023 with 41.6% Share

In 2023, the 18-34 years age group held a dominant market position in the By Age Group Analysis segment of the SAVE Tourism Market, accounting for a 41.6% share. This age group’s strong market presence is primarily attributed to their increasing commitment to sustainability and environmentally responsible travel.

Millennials and Generation Z travelers are more likely to prioritize eco-friendly accommodations, transportation options, and low-carbon-footprint activities, aligning with the growing demand for sustainable tourism.

This demographic is highly active in adopting trends such as nature-based travel, eco-conscious accommodation choices, and community-driven tourism experiences, all of which contribute to the market’s shift toward sustainability.

The preference for experiential travel over traditional vacation models, coupled with social media’s influence in shaping travel behaviors, further strengthens their impact on the SAVE Tourism Market.

As environmental awareness continues to rise, the 18-34 years age group is expected to remain a key driver of market growth, influencing the direction of the tourism industry towards more sustainable and ethical practices.

Key Market Segments

By Type

• Volunteer
• Scientist
• Academic
• Education

By Sales Channel

• Travel Agent
• Online

By Age Group

• 18-34 Years
• 35-54 Years
• 55-64 Years
• 65+ Years

Drivers

Increasing Values in SAVE Tourism Driven by Environmental and Social Responsibility

The SAVE (Sustainable, Accessible, Viable, and Ethical) tourism market is witnessing significant growth, driven by a combination of factors.

Increasing environmental awareness is a primary driver, as more travelers are concerned about the ecological impacts of tourism. This growing concern has led to greater demand for eco-friendly travel options, such as carbon-neutral accommodations and transportation.

Government support also plays a crucial role in this market’s expansion. Policies aimed at promoting sustainable tourism, coupled with financial incentives for eco-friendly initiatives, encourage both businesses and consumers to adopt greener practices.

Additionally, there is an increasing focus on community engagement, as travelers seek experiences that not only enrich their own lives but also positively impact the local communities they visit. This trend is aligned with a broader shift towards responsible tourism, where travelers prioritize destinations that emphasize cultural preservation, social equity, and environmental sustainability.

As these drivers continue to shape the market, the demand for tourism that aligns with ethical and sustainability values is expected to increase, further accelerating the growth of the SAVE tourism sector.

Restraints

High Cost and Limited Infrastructure in SAVE Tourism

The growth of the SAVE (Sustainable, Accessible, Viable, and Eco-friendly) tourism market faces significant challenges, primarily due to the high cost associated with sustainable travel.

Eco-friendly initiatives, such as green accommodations, renewable energy-powered transportation, and environmentally conscious activities, often come at a premium compared to traditional travel options. This higher cost can be a deterrent for budget-conscious travelers, especially in markets where consumers are more price-sensitive.

Furthermore, many eco-sensitive destinations struggle with limited infrastructure, which restricts accessibility for tourists. Remote or protected areas, often at the heart of SAVE tourism offerings, frequently lack the necessary facilities to support large volumes of visitors.

Poor transportation networks, inadequate waste management systems, and a lack of sustainable accommodation options in these regions further complicate efforts to expand the market.

This combination of high travel costs and insufficient infrastructure limits the appeal and growth potential of SAVE tourism, particularly for mainstream tourists who prioritize convenience and affordability.

As a result, the market’s ability to attract a broad audience may be constrained, slowing its overall development and reducing its potential economic impact.

Addressing these constraints will require increased investment in both eco-friendly technologies and sustainable infrastructure, along with efforts to make sustainable travel options more accessible to a wider range of consumers.

Growth Factors

Growth Opportunities in SAVE Tourism Market Driven by Eco-Friendly Practices and Technological Advancements

The SAVE (Sustainable, Accessible, Viable, and Eco-friendly) tourism market presents several growth opportunities that can shape its future trajectory.

A key opportunity is the expansion of eco-lodges, as increased investment in environmentally friendly accommodations caters to the rising demand for sustainable travel options. Travelers are increasingly prioritizing eco-conscious choices, leading to a greater focus on energy-efficient buildings and eco-lodges that minimize their carbon footprints.

Additionally, collaborations with educational institutions can further drive growth by creating partnerships focused on academic tourism, including educational programs and research on sustainability practices in the tourism sector.

These collaborations not only enhance tourism experiences but also promote long-term awareness and innovation within the industry. Technological integration also offers significant potential, with virtual reality (VR) and artificial intelligence (AI) being applied for destination promotion and management.

These technologies can provide immersive travel experiences, streamline booking processes, and optimize operations to ensure a more efficient and attractive offering for both businesses and tourists. Furthermore, there is a growing trend toward sustainable certification programs, where the demand for certified sustainable tourism operators continues to rise.

These programs offer legitimacy and recognition to tourism providers committed to responsible practices, aligning with consumer preferences for ethical travel. Collectively, these factors present a multifaceted opportunity to strengthen the SAVE tourism market, promoting a more responsible, innovative, and sustainable approach to travel.

Emerging Trends

Values Driving the Growth of SAVE Tourism and the Reasons Behind Them

The SAVE (Sustainable, Accessible, Value-driven, and Eco-friendly) tourism market is currently witnessing several emerging trends that are reshaping the industry.

One significant trend is carbon-neutral tourism, where travelers and operators increasingly focus on reducing or offsetting carbon emissions associated with travel. This shift is driven by growing environmental awareness and the desire to minimize tourism’s carbon footprint.

Additionally, regenerative tourism is gaining traction as travelers seek to give back to the environment and communities they visit, ensuring that their presence helps restore and improve local ecosystems and social structures.

Alongside this, there is a notable rise in cultural immersion experiences, with tourists demanding more authentic, locally rooted activities that allow them to connect deeply with traditions and communities. This trend reflects a growing desire to engage with destinations on a meaningful level, contributing to sustainable tourism practices.

Lastly, sustainable travel packaging is becoming increasingly important as eco-friendly travel kits, including reusable water bottles, sustainable toiletries, and packaging-free products, are gaining popularity among conscious travelers.

These factors are contributing to a transformation in the tourism industry, where environmental and cultural sustainability are becoming central to the consumer experience. With these trends, the SAVE tourism market is poised to evolve into a more responsible and conscientious sector, addressing the environmental and societal challenges of modern travel.

Regional Analysis

Asia Pacific leads the global tourism market with 37.8% share and USD 1.07 billion due to growing middle-class and rich cultural attractions

The global tourism market is experiencing diverse growth across various regions, each characterized by unique trends, market dynamics, and contributions to the overall industry. Among these, the Asia Pacific region holds a dominant position, accounting for 37.8% of the global market share, which is valued at approximately USD 1.07 billion.

This dominance is primarily attributed to the region’s growing middle-class population, an increasing number of international travelers, and the region’s rich cultural heritage, which continues to attract tourists. Key markets within this region, such as China, Japan, and India, contribute significantly to tourism revenues, driven by both inbound and outbound travel.

Regional Mentions:

North America follows as a significant player in the global tourism market, accounting for a substantial portion of the global share, driven by well-established travel infrastructure and a high volume of both domestic and international tourism. The United States remains the largest contributor, with its cities, natural landscapes, and tourism destinations attracting millions annually.

Europe also represents a substantial share of the global tourism market, with countries such as France, Spain, and Italy being top destinations for international travelers. Europe benefits from a rich history, diverse cultures, and extensive transport networks, making it a perennial favorite for both leisure and business travelers.

The Middle East & Africa region, though smaller in comparison, is witnessing a growing influx of tourists, particularly to the UAE, Egypt, and South Africa. As the region increasingly invests in infrastructure and tourism offerings, its market is expected to see moderate growth, with the UAE being a central hub for both business and leisure travel.

Latin America is another emerging market, driven by tourism to destinations like Brazil, Mexico, and Argentina. While the market share remains smaller, tourism is rapidly expanding due to growing infrastructure and government initiatives aimed at boosting travel and hospitality.

Key Regions and Countries covered іn thе rероrt

• North America
  • US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Rest of APAC
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Rest of MEA

Key Players Analysis

The global SAVE (Sustainable, Adventure, Volunteering, and Education) tourism market in 2023 is characterized by increasing consumer demand for experiences that promote environmental conservation and community development. Several key players have emerged as leaders within this sector, driving the market’s growth and setting standards for sustainable tourism practices.

WWF Travel and Earthwatch Institute stand at the forefront, leveraging their established reputations in environmental conservation to offer meaningful, eco-focused travel experiences. WWF Travel’s collaboration with local conservation initiatives and Earthwatch’s research-based programs ensure travelers not only engage with nature but also contribute to ongoing environmental projects, creating a lasting impact.

Operation Wallacea Ltd. and African Impact are particularly prominent for their field-based conservation programs, providing participants with opportunities to engage in biodiversity monitoring and wildlife conservation.

GVI (Global Vision International) and Projects Abroad are leading providers of volunteering opportunities that blend tourism with developmental aid and environmental conservation, contributing to local communities and ecosystems globally. GVI’s partnership with NGOs and Projects Abroad’s wide-reaching volunteer programs bolster their appeal to travelers seeking to make a tangible difference.

Wildlife Conservation Society, PADI, and Conservation Volunteers International Program focus on combining education, adventure, and conservation, offering specialized programs that cater to eco-tourists seeking both adventure and sustainability. GoAbroad acts as a facilitator, connecting travelers to a broad range of these impactful experiences.

Together, these companies are poised to capitalize on the growing consumer shift toward purpose-driven tourism, offering diverse and impactful travel options within the global SAVE tourism landscape.

Top Key Players in the Market

• WWF Travel
• Earthwatch Institute
• Operation Wallacea Ltd.
• African Impact
• GVI (Global Vision International)
• Projects Abroad
• Wildlife Conservation Society
• PADI
• Conservation Volunteers International Program
• GoAbroad

Recent Developments

• In October 2024, SAMHI Hotels’ board approved the complete acquisition of Innmar Tourism and Hotels for an enterprise value of Rs 205 crore, signaling an expansion strategy aimed at strengthening its position in the Indian hospitality market.
• In January 2025, Sri Lanka set an ambitious target of attracting 3 million tourists throughout the year, driven by economic recovery initiatives and strategic tourism reforms aimed at revitalizing the nation’s travel sector.
• In September 2024, the UN Tourism organization welcomed the first cohort of students to its new Sustainable Tourism Degree Course, which aims to foster global leadership in sustainable travel and environmental stewardship within the tourism industry.

Report Scope