How the Philippines, India, Taiwan, Malaysia, and Vietnam Are Shaping the Future of Sustainable Travel in Asia : New Travel Updates You Need to Know

Agoda’s latest 2025 Sustainable Travel Survey has revealed that travelers across Asia are increasingly prioritizing sustainability when planning their trips. The findings, based on responses from over 6,000 travelers across 11 Asian markets, highlight a significant shift toward eco-conscious travel, with many opting for authentic experiences, off-peak travel, and waste reduction initiatives.

This shift comes at a time when the global tourism industry is working to balance growing demand with the need to minimize environmental and cultural impact. The findings provide valuable insights into how destinations, airlines, hotels, and tour operators can adapt to meet the expectations of modern travelers.

The Rise of Sustainability-Conscious Travelers in Asia

The survey ranked Filipino travelers as the most sustainability-conscious, with 86% of respondents stating that they consider sustainability in their travel choices. India (82%), Taiwan (80%), Malaysia (80%), and Vietnam (77%) followed closely, underscoring a region-wide trend where sustainability is no longer just a niche preference but a defining factor in tourism decisions.

In contrast, the survey found that Hong Kong (21%) and Japan (17%) had the highest percentage of travelers who do not prioritize sustainability in their travel choices. These findings indicate that while sustainable tourism is on the rise, regional disparities still exist.

A Shift Toward Meaningful Travel Experiences

More Asian travelers are now seeking authentic, culturally immersive experiences that allow them to positively contribute to local communities. The survey found that:

• Nearly 25% of respondents ranked authentic experiences as their top motivation for traveling sustainably.
• 22% of travelers expressed a strong preference for supporting local economies by staying in locally-owned accommodations and shopping at community markets.
• Indian travelers in particular emphasized personal values and beliefs as a key driver of their sustainable travel decisions, with 24% prioritizing ethical tourism choices.

Off-Peak Travel: A Growing Trend for Sustainability

To combat overtourism and reduce their environmental footprint, a significant number of travelers are choosing to travel during off-peak seasons. Nearly one in four respondents stated that traveling during less busy periods is their preferred method of reducing tourism impact.

Additionally, many travelers are actively making eco-friendly travel choices, including:

• 20% opting for hotels with sustainability certifications.
• 18% packing reusable items such as water bottles, shopping bags, and travel containers.
• Japanese travelers emerged as the most committed to reducing waste, with 25% making a conscious effort to travel with reusable items.

How the Travel Industry is Responding

As travelers become more sustainability-conscious, leading travel brands are introducing initiatives to align with this growing demand. Agoda’s Eco Deals Program is one such initiative, allowing travelers to book discounted stays at sustainable hotels while contributing to conservation efforts.

Andrew Smith, Senior Vice President of Supply at Agoda, emphasized that today’s travelers are actively looking for ways to make a positive impact on the destinations they visit. By integrating sustainability into its business model, Agoda is enabling travelers to save money while supporting conservation projects across Asia.

Agoda’s Expanding Eco Deals Program: A Win for Travelers and the Planet

Agoda’s 2025 Eco Deals Program has been expanded to include Japan and South Korea, allowing even more travelers to participate in sustainable tourism efforts. Through the program:

• Travelers receive up to 15% discounts at participating eco-friendly hotels across 10 Asian markets.
• Agoda donates one US dollar per booking to WWF conservation projects focused on protecting wildlife and preserving critical habitats.
• More travelers can now contribute to environmental sustainability while enjoying discounted stays in top Asian destinations.

The Global Impact of Asia’s Sustainability Trends

The increasing demand for sustainable travel in Asia is expected to influence the global tourism industry, particularly in regions that attract large numbers of Asian tourists, such as Europe, North America, and Oceania. Several key industry-wide shifts are anticipated:

• Airlines may introduce more carbon offset programs to appeal to eco-conscious travelers.
• Hotels and resorts worldwide will need to improve their sustainability credentials to remain competitive.
• Governments and tourism boards will be encouraged to develop eco-friendly tourism policies that cater to the evolving expectations of travelers.

What This Means for Future Travelers

As sustainable travel moves from trend to expectation, the industry will continue evolving to provide more options for ethical, responsible, and environmentally friendly tourism. Travelers will likely see an expansion of:

• Eco-certified accommodations
• Plastic-free travel initiatives
• More opportunities for community-based tourism
• Incentives for traveling off-peak to reduce overcrowding

Planning a Sustainable Trip? Here’s How You Can Make a Difference

For travelers looking to adopt more sustainable travel habits, Agoda’s survey highlights several easy ways to contribute:

• Choose eco-certified hotels that prioritize sustainability.
• Travel during off-peak seasons to minimize environmental strain on destinations.
• Pack reusable items such as water bottles, shopping bags, and utensils.
• Support local businesses by dining at locally-owned restaurants and shopping at community markets.

The Future of Sustainable Travel in Asia and Beyond

With more travelers embracing sustainable tourism, the industry is undergoing a transformation that will shape the way people explore the world for years to come. Agoda’s survey provides a glimpse into how destinations, hotels, and travel companies can adapt to meet the expectations of today’s conscious travelers.