Agoda’s 2025 Sustainable Travel Survey ranks Asia’s most sustainability-conscious travellers, with those from the Philippines taking the top spot – 86% of Filipino travellers stated that sustainability is important in their travel choices for 2025, while travellers from India (82%), Taiwan (80%), Malaysia (80%), and Vietnam (77%) follow in the top five.
This survey, which gathered responses from over 6,000 participants across 11 Asian markets, highlights the shifting trends in sustainable travel in Asia, with a growing focus on authentic and purposeful tourism, as well as off-peak travel.
The survey found that the majority of Asian travellers (68%) consider sustainability when planning their trips for 2025. However, less than one in ten (8%) travellers ignore sustainability in their travel decisions. In contrast, in places like Hong Kong and Japan, a higher percentage of travellers – 21% and 17%, respectively – reported that sustainability was not a significant factor 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 prioritise 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 travelling during off-peak seasons to alleviate overcrowding, a choice made by nearly a quarter of respondents.
Additionally, 20% of travellers are opting for accommodation 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.
Agoda’s Eco Deals programme offers travellers up to 15% off at partner hotels across 10 Asian markets, including Japan and South Korea for the first time this year. For every booking made through Eco Deals, a dollar is donated to WWF conservation projects focused on protecting wildlife and habitats in Asia.
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. By offering great value deals on partnering properties and donating one US dollar to local conservation projects for every programme booking, we are not only helping travellers save but also enabling them to contribute to the preservation of the places they love.”
Prior to joining Millennium Hotels and Resorts, she was head of distribution at Fidelity Life Assurance Company.
With expertise in rooms and revenue management, his career spans over three decades of operational expertise, with notable leadership roles including most recent appointments at Sheraton New Caledonia Deva Spa & Golf Resort, Chaweng Regent Beach Resort, Melati Beach Resort & Spa in Samui, and Mövenpick Karon Beach, Phuket.
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