Philippines, India, and Taiwan Lead Asia’s Sustainable Travel Shift, Survey Reveals – News18
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A growing number of travelers from the Philippines (86%), India (82%), and Taiwan (80%) are prioritizing sustainability in their travel plans, signaling a significant shift towards eco-conscious tourism across Asia.
With global tourism at a turning point, the findings signal an urgent need for eco-friendly travel options, sustainability certifications, and community-based tourism initiatives.
As awareness of environmental impact grows, Asian travelers are placing sustainability at the heart of their travel decisions. Agoda’s 2025 Sustainable Travel Survey—which gathered insights from over 6,000 travelers across 11 Asian markets—paints a clear picture of this evolving landscape. The results highlight a regional shift toward eco-conscious tourism, with Filipino travelers emerging as the most sustainability-driven (86%), closely followed by India (82%), Taiwan (80%), Malaysia (80%), and Vietnam (77%).
While the majority of Asian travelers (68%) are now factoring sustainability into their travel plans, certain regions still lag behind—21% of respondents in Hong Kong and 17% in Japan stated that sustainability is not a major concern for them. This growing contrast underscores the need for more education and awareness regarding responsible travel.
With global tourism at a turning point, the findings signal an urgent need for eco-friendly travel options, sustainability certifications, and community-based tourism initiatives.
Travelers Seek Cultural Authenticity and Meaningful Experiences
Beyond reducing their environmental impact, Asian travelers are increasingly drawn to authentic cultural encounters that extend beyond traditional sightseeing.
🔹 24% of travelers prioritize immersive local experiences, choosing destinations that offer genuine cultural exchanges.
🔹 22% actively support local economies, preferring accommodations, restaurants, and activities that benefit local businesses.
🔹 Indian travelers lead in values-based tourism, with 24% stating that personal ethics and sustainability beliefs shape their travel decisions.
This trend mirrors a broader global movement away from mass tourism, favoring more intentional, mindful, and community-driven travel. For hospitality brands, this shift calls for the adoption of local partnerships and sustainability-driven tourism models to stay competitive.
Off-Peak and Low-Impact Travel Gains Traction
One of the most promising shifts in sustainable tourism is the growing preference for off-peak travel, a move that helps alleviate over-tourism while minimizing environmental strain on popular destinations.
🔹 Nearly 25% of travelers across Asia are opting for low-season travel to reduce overcrowding.
🔹 20% actively seek out eco-certified hotels and resorts, signaling an increasing demand for sustainable accommodations.
🔹 18% of travelers are committed to waste reduction, with Japanese travelers leading the charge—25% consistently pack reusable essentials like water bottles and shopping bags.
These changing behaviors offer a unique opportunity for travel brands to develop green tourism packages, promote eco-lodging, and encourage responsible travel habits through strategic marketing.
The Hospitality Industry Responds to Eco-Conscious Travelers
Recognizing the rise of sustainability-driven tourism, hospitality brands are introducing innovative green initiatives. Agoda, for instance, has launched the Eco Deals Program, which not only provides travelers with discounted eco-friendly stays but also donates $1 per booking to local conservation projects.
“Asian travelers are looking for ways to make a positive impact on the destinations they visit. Agoda’s Eco Deals Program allows them to contribute to conservation efforts while enjoying meaningful travel experiences.”— Andrew Smith, Senior Vice President, Supply at Agoda
As sustainable tourism gains momentum, hotels, resorts, and travel operators will need to adapt their business models, incorporating renewable energy, zero-waste initiatives, and community-driven tourism efforts to align with shifting consumer values.
What This Means for Asia’s Travel Industry
Agoda’s findings highlight the need for urgent adaptation in the tourism and hospitality sectors.
✔ Destinations must promote off-peak travel to distribute tourist traffic and avoid overcrowding.
✔ Hotels and resorts should obtain sustainability certifications to attract eco-conscious travelers.
✔ Cultural tourism and community-driven experiences will become key differentiators for travel brands.
✔ Governments must invest in green initiatives to enhance the long-term sustainability of their tourism sectors.
The Global Impact: How Asia’s Sustainable Travel Trends Shape the Future
As Asian travelers demand more sustainable tourism options, their choices will influence global travel brands, airlines, and tourism authorities.
🌍 Eco-Tourism Will Expand Worldwide
Countries relying on mass tourism will face increasing pressure to shift toward sustainability-driven models.
🏨 Hospitality Will Need to Prioritize Green Practices
From carbon-neutral hotels to waste-reduction programs, the travel industry will need to integrate sustainability across operations.
✈️ Transportation Innovations Will Take Center Stage
With rising concerns over carbon footprints, there will be greater interest in alternative transport—including high-speed rail networks, low-carbon aviation, and sustainable flight technologies.
The Future of Responsible Travel in Asia
As Asian travelers redefine what it means to explore the world, the tourism industry must adapt swiftly. The success of sustainable tourism will determine which destinations thrive in the years ahead and reshape global travel trends.
For travelers, this shift means more immersive, eco-conscious, and purpose-driven experiences—allowing them to explore the world without compromising environmental and cultural integrity.
