Booking.com’s 10th annual sustainability report reveals that over half (53%) of global travelers are now mindful of the environmental and social impact of travel. In Ireland, 91% of people want to travel more sustainably. While 57% of Irish believe tourism benefits their community, there are concerns about overcrowding, traffic, and rising costs. Travelers are increasingly making conscious choices to minimize their impact, with a focus on supporting local businesses and respecting customs.