In this article, we examine the factors that affect the change in tourists' pro-environmental behaviour in different tourism contexts. First, based on existing research and pilot interviews, we identified contextual dichotomies that influence tourist behaviour: routine-holiday, domestic-foreign, and perception of destination as more (“green”) or less environmentally friendly (“grey”). We then used interviews to examine a variety of factors that influence tourists' environmentally friendly behaviour. Our findings suggest that in addition to personal factors such as environmental values, attitudes, and habits, the destination context also influences tourist behaviour through facilitating conditions, tourist identity and culture, and visual cues that convey social norms related to the destination's environmental friendliness.