Agoda survey shows sustainability a key focus for rising number of Asian travellers

April 2, 2025

Nigel Benton

Environment / Tourism /

The 2025 Sustainable Travel Survey from hotel booking platform Agoda has ranked Asia’s most sustainability-conscious travellers, with those from the Philippines in the top position - 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, a higher percentage of respondents from Hong Kong and Japan - 21% and 17%, respectively - reported that sustainability was not a significant factor in their travel choices.

Authentic experiences drive more sustainable choices
The report reveals that Asian travellers are increasingly motivated by the authentic experiences and the opportunity to contribute positively to local communities with nearly one in four respondents prioritising 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.

Off-peak tourism
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.

Commenting on the findings, Andrew Smith, Agoda’s Senior Vice President - Supply, advised “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.”

Agoda’s Eco Deals program 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.

Images: Rice grown in the paddies at Laguna Golf Lang Co is donated to families and seniors who live near the club. Credit: Vietnam Golf Coast.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.