Asian Travelers Prioritize Sustainable Tourism, Agoda Survey Shows

According to a recent survey conducted by digital travel platform Agoda, sustainable travel is a major consideration for most Asian travelers. The survey “2025 Sustainable Travel Survey”, ranked travelers from the Philippines as the most conscious about sustainability, with 86% stating it was a key factor in their travel plans for 2025. Travelers from India (82%), Taiwan (80%), Malaysia (80%), and Vietnam (77%) also showed a strong commitment to sustainable travel.

The survey drew upon responses from over 6,000 participants across 11 Asian markets. It highlighted that sustainable travel, characterized by authentic experiences and off-peak travel, is becoming increasingly popular in Asia. 68% of surveyed Asian travelers consider sustainability when planning their travel for 2025. However, a small percentage of travelers, especially from Hong Kong (21%) and Japan (17%), reported that sustainability was not a core factor influencing their travel choices.

Many Asian travelers are attracted to contributing positively to local communities through authentic tourism experiences. Around one in four survey respondents prioritize such experiences, while 22% aim to support local economies when they travel. Personal values and beliefs drive 24% of Indian travelers to opt for sustainable travel, indicating a shift towards meaningful and impactful travel.

Furthermore, the survey revealed that many Asian travelers are exploring off-peak travel to reduce their environmental impact and alleviate overcrowding. Nearly a quarter of the respondents preferred this option. Also, 20% of travelers choose accommodations with sustainability certifications and 18% pack reusable items to minimize waste. Japanese travelers, in particular, are highly committed to reducing waste, with 25% packing reusable items such as water bottles and shopping bags on their trips.

Senior Vice President of Supply at Agoda, Andrew Smith, commented on the survey findings, stating that Asian travelers are progressively seeking ways to impact their travel destinations positively. He mentioned Agoda’s Eco Deals Program as an initiative that supports this trend, offering value deals on partnering properties and donating a dollar to local conservation projects for each booking made through the program.