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More Sustainable Travel Top of Mind for Most Asian Travelers - Agoda Survey Reveals
Travelers
from the Philippines earn the top spot, with 86% responding that
sustainability is important in their travel choices for 2025. Travelers
from India (82%), Taiwan (80%), Malaysia (80%)
and Vietnam (77%) round out the top five.
This
survey, which engaged over 6,000 respondents across 11 Asian markets,
spotlights the evolving landscape of sustainable travel in Asia, where
authentic and purposeful tourism, and off-peak travel are becoming more
prominent.
The
survey found that the majority of Asian travelers (68%) consider sustainability
when making their travel plans for 2025. Less than one in ten (8%) travelers
overlook sustainability in their travel decisions, although less
optimistically, in Hong Kong and Japan for example, where
21% and 17% of travelers, respectively reported that sustainability was not
particularly important in their travel choices.
Authentic
Experiences Drive More Sustainable Choices
Asian
travelers are increasingly motivated by the allure of authentic experiences and
the opportunity to contribute positively to local communities. Nearly one in
four respondents prioritize authentic tourism, while 22% are keen on supporting
local economies when they travel. Indian travelers, 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.
Exploring
Off-peak Takes Center Stage
Many
travelers in Asia seek to mitigate their impact on the environment by
traveling during off-peak seasons to alleviate overcrowding, a choice made by
nearly a quarter of respondents. Additionally, 20% of travelers are opting for
accommodations with sustainability certifications while 18% are packing
reusable items to reduce waste. Japanese travelers stand out for being the most
committed out of all Asian travelers to reducing waste, with 25% packing
reusable items like water bottles and shopping bags on a trip.
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."
Since
the recent launch of the 2025 edition, Agoda's Eco Deals program has provided
travelers with discounts of up to 15% on partner hotels across 10 Asian
markets. This marks the first year of Japan and South Korea joining
the Eco Deals Campaign, providing more Asia-bound travelers the
opportunity to support their favorite destinations. For every Eco Deals
booking, a dollar is donated to WWF conservation projects aimed at protecting
wildlife and conserving critical habitats across Asia. More information can
be found on www.agoda.com/ecodeals.
Agoda's
offerings include over 5 million holiday properties, more than 130,000 flight
routes, and over 300,000 activities, all of which can be combined in the same
booking. Download Agoda's mobile app or visit Agoda.com to discover
the best deals for your next trip.
Image
Credit: © Agoda
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