• Japenese travellers religiously follow simple and effective practices, like bringing water bottles and shopping bags to their destinations.
• Off-peak seasons are in huge demand because of reduced environmental impact and peacefulness with fewer people.

Sustainability-conscious travel is shifting the tone and tenor of tourism in Asian countries, particularly the Philippines, India, Taiwan, Malaysia, and Vietnam, notes a new study by digital travel platform Agoda.

The 2025 Sustainable Travel Survey sheds light on the growing awareness of sustainability in tourism among Asian travellers. The Philippines ranked first, with 86% supporting the cause, followed by India (82%), Taiwan (80%), Malaysia (80%), and Vietnam (77%).

The study says that 68% of Asian travellers weigh their options before proceeding with their travel plans for 2025. However, it also stumbled upon lower interest in sustainable travelling in countries like Hong Kong (21%) and Japan (17%).

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Respondents said authentic travel experiences and supporting local communities are two main motivators for sustainable travel choices.

About a quarter of them prefer destinations where they can experience local cultures more authentically to places that do not offer such exposure. 22% said it is important to prioritise local economies. Around 24% of Indian travellers are guided by personal values when making sustainable travel choices.

Off-peak travel is popular among travellers as it reduces environmental impact and prevents overcrowding. 25% prefer travelling off-season, 20% choose accommodation with green certification, and 18% carry reusable items to reduce waste. Travellers from Japan (25%) bring water bottles and shopping bags to their getaway places to promote sustainability and cut waste.

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Andrew Smith, Senior Vice President, Supply at Agoda, said: “Asian travelers 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 travelers save but also enabling them to contribute to the preservation of the places they love.”

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Source: Agoda