A recent survey by Agoda, conducted in 2026, highlights a rising interest among travelers for experiences that positively impact local communities and protect the environment. The Sustainable Travel Survey indicates that in Asia, 35% of respondents are keen on nature and community-focused tours, a figure that exceeds the 26% who prioritize sustainable accommodation options. This trend reflects a broader shift towards travel that is purposeful and connected to the destinations visited.
Sustainability is becoming a critical factor in travel planning, with 77% of Asian travelers considering it important in their choices this year, an increase from 68% in 2025. Thailand stands out, as 95% of travelers here place a high value on sustainability, followed by Indonesia (93%), India (88%), Malaysia (88%), and Taiwan (83%). The trend is expected to persist, with 83% of respondents indicating that sustainable travel will remain a priority in the next three years, prompting travel operators to enhance localized offerings.
During the recent GSTC Sustainable Tourism Conference in Phuket, Agoda discussed how slow travel can facilitate balanced tourism growth. By promoting immersive local experiences, tourism can spread beyond popular hotspots to secondary destinations that can benefit from sustainable development, while longer stays can help distribute economic advantages more widely.
Agoda also identified two ongoing trends: repeat travelers seeking new experiences each visit and long-haul travelers opting for extended stays to maximize their journeys. “Travelers 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,” stated Andrew Smith, Senior Vice President of Supply at Agoda.
The survey reveals that motivations for sustainable travel center around local benefits and connections. Approximately 29% of travelers prioritize ensuring their expenditures benefit local people and businesses, while 28% value establishing a deeper connection with their destinations. This perspective aligns with 38% of travelers who believe responsible tourism’s most significant impact is fostering economic growth for local businesses, suggesting opportunities for the industry to create travel experiences that distribute benefits more broadly.
Traveler behaviors are evolving, with nearly half (48%) indicating they prefer to travel during off-peak seasons to mitigate overcrowding, making this the most common sustainable action identified in the survey. These findings suggest that travelers are eager for sustainable options that are easy to discover and book as part of their travel plans.
To support responsible travel interests, Agoda’s Eco Deals program, in collaboration with the World Wide Fund for Nature (WWF), allows travelers to contribute to conservation efforts while enjoying value on their accommodations. Eco Deals represents Agoda’s largest funding commitment to date, totaling US$1.5 million for WWF’s conservation projects across ten markets. The program offers travelers savings of up to 15% through December 18 and donates US$1 to WWF for each booking made at participating properties. Travelers can easily find participating accommodations via dedicated program pages and identification features on Agoda’s platforms, supporting long-term conservation initiatives through the Eco Deals program. For further details, visit www.agoda.com/ecodeals.
Source: TradingView
