More Sustainable Travel Top of Mind for Most Asian Travelers – Agoda Survey Reveals
Digital travel platform Agoda’s 2025 Sustainable Travel Survey reveals its ranking of Asia’s most sustainability-conscious travellers.
Travelers from the Philippines earn the top spot, with 86% responding that sustainability is important in their travel choices for 2025. Travelers from India (82%), Taiwan (80%), Malaysia (80%) and Vietnam (77%) round out the top five.
This survey, which engaged over 6,000 respondents across 11 Asian markets, spotlights the evolving landscape of sustainable travel in Asia, where authentic and purposeful tourism, and off-peak travel are becoming more prominent.
The survey found that the majority of Asian travellers (68%) consider sustainability when making their travel plans for 2025. Less than one in ten (8%) travellers overlook sustainability in their travel decisions, although less optimistically, in Hong Kong and Japan for example, where 21% and 17% of travellers, respectively reported that sustainability was not particularly important in their travel choices.
Authentic Experiences Drive More Sustainable Choices
Asian travellers are increasingly motivated by the allure of authentic experiences and the opportunity to contribute positively to local communities. Nearly one in four respondents prioritize authentic tourism, while 22% are keen on supporting local economies when they travel. Indian travellers, in particular, are guided by personal values and beliefs, with 24% citing these as their primary motivation for more sustainable travel. This trend underscores a broader movement towards travel that is not only enjoyable but also meaningful and impactful.
Exploring Off-peak Takes Centre Stage
Many travellers in Asia seek to mitigate their impact on the environment by traveling during off-peak seasons to alleviate overcrowding, a choice made by nearly a quarter of respondents. Additionally, 20% of travellers are opting for accommodations with sustainability certifications while 18% are packing reusable items to reduce waste. Japanese travellers stand out for being the most committed out of all Asian travellers to reducing waste, with 25% packing reusable items like water bottles and shopping bags on a trip.
Andrew Smith, Senior Vice President, Supply at Agoda, said, “Asian travellers are increasingly seeking ways to make a positive impact on the destinations they visit. Agoda’s Eco Deals Program is one way we’re empowering them to do just that. By offering great value deals on partnering properties and donating one US dollar to local conservation projects for every program booking, we are not only helping travellers save but also enabling them to contribute to the preservation of the places they love.”
Since the recent launch of the 2025 edition, Agoda’s Eco Deals program has provided travellers with discounts of up to 15% on partner hotels across 10 Asian markets. This marks the first year of Japan and South Korea joining the Eco Deals Campaign, providing more Asia-bound travellers the opportunity to support their favourite destinations. For every Eco Deals booking, a dollar is donated to WWF conservation projects aimed at protecting wildlife and conserving critical habitats across Asia. More information can be found on www.agoda.com/ecodeals.
