Bora Bora has emerged as a global benchmark for sustainable luxury tourism, welcoming over 300,000 visitors in 2025 – an impressive figure for an island of just 10,000 residents. This surge reflects a growing appetite for eco-conscious travel, where exclusivity no longer comes at the expense of environmental responsibility.
Unlike mass-market destinations, Bora Bora’s tourism strategy is deliberately restrained. The French Polynesia Tourism Board reported a 7% rise in arrivals compared to 2024, yet the island has maintained strict controls on visitor density. High-end resorts have implemented renewable energy systems, marine conservation protocols, and architectural designs that minimise environmental disruption, transforming indulgence into impact.
This shift is not purely aesthetic. The island’s volcanic topography, including Mount Otemanu, supports diversified itineraries that blend beachfront opulence with nature immersion. Activities like reef-safe snorkelling, jungle hikes, and lagoon conservation tours are tailored for affluent travellers seeking meaning alongside comfort. Crucially, these offerings are designed to educate guests while preserving the island’s delicate ecosystems.
Local leadership has played a vital role. Tourism Chair Rainui Besinau has been vocal in redefining Bora Bora’s identity, not as a postcard paradise for passive consumption, but as a living ecosystem to be engaged with and protected. Initiatives like regulated sunscreen use, glass-bottom villas for reef viewing, and guest-inclusive beach clean-ups reinforce this mission.
This approach aligns with a broader industry movement prioritising quality over quantity. With tourism contributing significantly to the island’s economy, Bora Bora’s ability to balance revenue with resilience offers valuable lessons. Rather than scaling for scale’s sake, the island is curating demand, attracting those willing to pay more for less environmental impact.
For investors and travel strategists, Bora Bora represents a compelling blueprint. It shows that sustainability and luxury are no longer opposing forces but complementary values driving the future of tourism. As climate concerns reshape traveller expectations, destinations that align profit with preservation will lead the way, and Bora Bora is setting that course with confidence.
