Agoda Unveils Asia’s Most Eco-Conscious Travelers for 2025

Filipinos ranked highest, followed closely by Indians, Taiwanese, and Malaysians.

Online travel platform Agoda has announced the findings of its 2025 Sustainable Travel Survey, which identifies Asia’s most environmentally-conscious travelers. Notably, 86% of Filipino respondents emphasized the importance of sustainability in their travel choices for 2025. Following them are travelers from India at 82%, while both Taiwan and Malaysia scored 80%. Vietnam completes the top five at 77%.

The survey was conducted among over 6,000 participants across 11 Asian markets, illustrating the growing interest in sustainable travel where travelers are increasingly prioritizing authentic experiences and community contributions.

Emphasizing Sustainability in Travel Plans

68% of Asian travelers are mindful of sustainability when planning their trips for 2025. Despite a positive outlook, about 8% neglect sustainability, especially in regions like Hong Kong and Japan, where 21% and 17% of respondents, respectively, dismissed it as unimportant.

There is an evident desire for authentic experiences; nearly one in four respondents rated authentic tourism highly, and 22% wish to support local economies during their travels. Indian tourists, exhibiting the most commitment, cite personal values as a significant driving force for optimal sustainable practices.

The Appeal of Off-Peak Travel

To mitigate environmental impacts, many Asian travelers prefer off-peak travel periods, as indicated by nearly 25% of respondents who advocate for this. The survey also shows that 20% prefer sustainable accommodations, while 18% bring reusable items to decrease waste.

Japanese travelers stand out as the most environmentally-friendly, with 25% carrying reusable items like water bottles and bags.

Empowering Travelers via Eco Deals

According to Agoda’s Andrew Smith:

“Asian travelers are increasingly seeking ways to make a positive impact on the destinations they visit. Agoda’s Eco Deals Program enables them to do just that by offering great value deals on partnering properties while contributing one dollar to local conservation projects for each booking.”
Translation: Asian travelers are looking for ways to positively affect the places they travel to. Agoda’s Eco Deals initiative helps them by offering discounts and donating to local conservation efforts.

As the 2025 edition of this initiative launches, Agoda promises discounts of up to 15% on partner hotels across ten Asian markets. This year also sees Japan and South Korea joining the Eco Deals Campaign, broadening options for Asia-bound travelers aiming to support their favorite destinations. For every booking through Eco Deals, one dollar is donated to the WWF’s conservation projects aimed at protecting wildlife across Asia.