Europe’s secret green getaways: where to travel sustainably in 2025

These are places where wild coastlines, rewilded forests, and centuries-old traditions meet conscious travelers looking for more than just a view. From Portugal’s Atlantic coves to the karst lakes of Albania, here’s where sustainability isn’t a label—it’s the experience.

Sustainable travel is no longer a niche—it’s a revolution: 83% of travelers believe that traveling more sustainably is important, and 75% plan to do so in the next 12 months*. Younger generations in particular are seeking more meaning, simplicity, and connection with local cultures. They’re embracing slow travel, eco-volunteering, locally-run accommodations, and meaningful interactions with local communities.

Search behavior tells the story: while interest in “eco-tourism” and “sustainable travel” continues to rise, Natura 2000 remains relatively under the radar. A bit unexpected, considering it represents Europe’s most extensive network of protected areas, covering nearly 18% of the continent.

In a moment when travelers are actively seeking meaningful, low-impact experiences, these often-overlooked sites offer exactly the kind of connection to nature that many are looking for — they just haven’t made it into the spotlight yet.

So, where is this green shift happening fastest? Data from the Natura 2000 network reveals which countries are making the boldest moves—both on land and at sea. Whether you’re hiking through Lithuanian wetlands or sailing past the marine sanctuaries of Cyprus, these are the places reshaping what sustainable travel looks like in 2025.

While some destinations, like Portugal, already have a high share of protected land (over 20%), others—such as Lithuania—are showing remarkable recent growth, signaling a strong and accelerating commitment to conservation.

They’re not just visiting — they’re driving the change. Today’s travelers are choosing night trains over short-haul flights, sleeping in locally-run guesthouses, and documenting every meaningful moment on social media. In 2024 alone, the hashtag #greendestinations generated nearly 3 million impressions on X (Twitter), a 200,000% spike in just one year.

Scroll through Instagram or TikTok and you’ll see what this movement looks like: hiking boots on rewilded trails, sunlit ferry rides between island reserves, Alpine picnics with cheese bought from a family farm. Eco-conscious creators are sharing not just where they’re going, but why it matters—and in doing so, they’re turning individual choices into a collective shift.

Other corners of the continent are quietly weaving sustainability into the fabric of everyday life. Discover these ancient villages embracing slow travel, coastal towns protecting marine life, mountain hamlets reviving local crafts...

Designated as a Natura 2000 site, the Baie de Somme stands out for its commitment to biodiversity preservation. Visitors can enjoy kayaking through salt marshes and observing seals in their natural habitat. The destination ranked 3rd in the Green Destinations Award 2024 – Destination Management for its efforts in protecting fragile ecosystems while providing enriching and sustainable visitor experiences.

In Portugal’s Algarve, Lagos’ protected coastal area is a model of sustainable tourism. Visitors can hike, swim in crystal-clear waters, and observe local biodiversity, all while contributing to its preservation. Awarded Green Destinations 2024 – Nature & Scenery.

Miren Kras, just a short drive from Slovenian capital Ljubljana, features ancient caves and vast forests. With a strong community-driven sustainability approach, Miren Kras won the Green Destinations Award – Environment & Climate. It combines eco-friendly lodging, local cuisine, and responsible hiking trails.

East of Porto lies Castro Daire. This authentic municipality earned 1st place in the Green Destinations Award – Culture & Tradition. Known for its heritage, local honey, and biodiversity hotspots like the Serra do Montemuro and Rio Paiva, it offers a deeply authentic and nature-connected experience.

About 60km south of Tirana lies Belsh, a rural tourism gem with karst lakes, olive groves, and a lifestyle rooted in farming and fishing. Awarded 2nd in the Green Destinations Award – Culture & Tradition, it embodies a return to simplicity through genuine hospitality and local discovery.

It's not just about where you go—it’s about what you bring back: stories, memories, and the quiet knowledge that you’ve left a place better than you found it. So where will your next journey take you?

Search trends and volume data are based on Google Trends and Google Ads Keyword Planner insights, measured over the period from 2016 to 2024, to show shifts in interest toward terms like sustainable travel and eco-tourism.

Social media reach was tracked using Meltwater, which measured the number of Twitter (X) impressions for the hashtag #GreenDestinations between January and December 2024, compared to the same period in 2023.

Natura 2000 growth data was calculated using official EU Protected Areas datasets, comparing the total surface area (in km²) of both terrestrial and marine zones listed under Natura 2000 in 2016 vs. 2023* .

The featured destinations were selected based on their recognition in the Green Destinations Awards 2024, specifically in the categories of Nature & Scenery, Culture & Tradition, Environment & Climate, and Destination Management.

* 2023 is the latest year for which full data is available.

Sources : 

• Research Report on Sustainable Travel, 2025, in partnership with Booking.com, the University of Surrey and Accor 
• Meltwater
• Google Trends & Google Keyword Planner