Agoda’s 2026 Sustainable Travel Survey indicates rising interest in travel experiences that deliver meaningful connections and support local communities across Asia.
The survey found that 35% of travellers prefer tours and experiences that protect the environment and benefit local communities, compared with 26% who prioritise accommodation with recognised sustainability certifications. This reflects a broader shift towards travel choices that emphasise purpose and local engagement.
Sustainability is becoming a more prominent factor in travel planning, with 77% of Asian travellers considering it important in 2026, up from 68% the previous year. Thailand recorded the highest level of interest at 95%, followed by Indonesia (93%), India (88%), Malaysia (88%) and Taiwan (83%). Looking ahead, 83% of respondents expect sustainability to remain a consideration over the next three years.
The findings also point to changing travel behaviours. Nearly half of respondents (48%) reported travelling during off-peak periods to avoid overcrowding, while longer stays and repeat visits are increasingly associated with exploring new experiences and destinations beyond established hubs.
Agoda highlighted the role of slower, more immersive travel in supporting balanced tourism growth, noting that extended stays and localised experiences can help distribute visitor spending more evenly across communities, including secondary destinations.
The survey suggests that motivations for sustainable travel are closely linked to local impact. Around 29% of respondents prioritise ensuring their spending benefits local people and businesses, while 28% value building stronger connections with destinations. In addition, 38% identified economic support for local businesses as the most significant potential impact of responsible tourism.
Agoda’s Eco Deals programme, developed in partnership with the World Wide Fund for Nature (WWF), links accommodation discounts with contributions to conservation projects across 10 markets, enabling travellers to explore Asia affordably while supporting local ecosystems and communities.
“Travellers are looking for more purposeful involvement in the destinations they visit, looking for ways to contribute to local growth and nature preservation as part of their journey,” said Andrew Smith, senior vice president, supply at Agoda. “As travellers explore beyond the usual gateways, the opportunity for communities in secondary destinations to benefit from tourism dollars spreading more widely continues to increase.”
