Sustainable tourism: the French are increasingly aware, but still cautious in their choices

For the past two years, the French network of independent campsites, Flower Campings, has conducted the barometer “The French and Sustainable Tourism” to analyze how travelers’ attitudes toward sustainability are evolving. The 2025 edition of the barometer paints a nuanced picture: on the one hand, there is a noticeable increase in awareness of sustainability,. On the other hand, translating this awareness into concrete behavior and travel habit changes remains a challenge.

Over 70% of respondents say they know, at least in part, what sustainable tourism means, and 33% claim to fully understand its implications. In contrast, 46% of those surveyed still do not consider sustainability a decisive factorwhen planning their vacations, instead prioritizing cost, quality of accommodation, available activities, and location. Intentions to travel abroad have also risen significantly compared to 2024, jumping from 22% to 35%. Air travel is on the rise as well, now chosen by 31% of respondents, up from 22% the previous year, while train travel continues to struggle to establish itself as a viable alternative.

Camping is considered the most sustainable holiday

However, there is an encouraging trend: according to the Flower Campings barometer, once at their destination, tourists appear more willing to adopt responsible behaviors. About 67% now favor eco-friendly activities, and 74% of those traveling by plane express a desire to offset their environmental impact through more conscious choices. Local mobility also reflects this growing awareness, with nearly half of vacationers trying to avoid using a car for transportation during their stay.

In this context, tourism operators, and campsites in particular, play a central role. According to the barometer, 57% of French people believe that camping is the most compatible form of group accommodation when it comes to a sustainable tourism model. However, 52% also report that the efforts made by operators to protect the environment are still not visible enough. The challenge is therefore twofold: on the one hand, efforts need to be more prominently showcased; on the other, better communication is needed to help vacationers understand the value and meaning of environmental certifications and sustainable practices.

Lack of information hinders change

Another key finding concerns the lack of information. Most of those who do not consider sustainability when planning their vacations say it is not due to lack of interest, but rather a lack of awareness. Only a small minority admit to being unwilling to change their habits or cite cost as a barrier. Supporting this need for better information is the limited public awareness of the Paris Agreement: 10 years after its signing, 36% of French respondents say they have never heard of it.

In response to these challenges, Flower Campings has decided to strengthen its commitment by launching a comprehensive CSR (Corporate Social Responsibility) Manifesto, aimed at engaging the 550,000 vacationers who stay at its 134 campsites each year. The manifesto, built around 20 rigorous criteria, focuses on training both staff and guests on daily eco-friendly practices, reducing the environmental footprint through optimized resource management, and promoting local and responsible consumption.

With this initiative, Flower Campings aims to make camping not just a holiday choice, but a virtuous model of sustainable tourism, concrete and accessible to all.