Sustainable travel is becoming increasingly important for Asian travelers, especially those from Vietnam. New findings from digital travel platform Agoda’s 2026 Sustainable Travel Survey reveals strong interest in travel choices that benefit both the environment and local communities.
More than three in four Asian travelers (77%) consider sustainability important when choosing travel options in 2026, up from 68% last year. Vietnam is also emerging as a standout market for responsible tourism in the region, with more than 81% of Vietnamese travelers saying sustainability is important when choosing travel options in 2026, 43% expect sustainability to become even more important to them over the next three years, Vietnam is emerging as a standout market for the trend of responsible tourism in the region.
Prioritizing a greener footprint
Notably, Vietnamese travelers lead the region in prioritizing lowering environmental impact and carbon emissions while traveling, with 29% citing it as their top motivation for sustainable travel – the highest among all markets surveyed.
| Ranking | Country |
| #1 | Vietnam (29%) |
| #2 | Taiwan (23%) |
| #3 | Thailand (16%) |
| #4 | South Korea (14%) |
| #5 | Japan (13%) |
| #6 | India (12%) |
| #7 | Malaysia (12%) |
| #8 | Indonesia (10%) |
In Vietnam, interest in environmental protection has increased in recent years, especially around issues such as plastic waste, marine conservation, and climate resilience in popular coastal destinations. As a result, travelers are becoming more mindful of how their travel choices, from how they travel to where they stay, can help preserve natural landscapes and biodiversity for future generations.
Empowering Local Communities
Beyond environmental considerations, Vietnamese travelers are also highly conscious of the social and economic impact of their trips. More than a quarter (28%) say the most important outcome of sustainable travel is ensuring that tourism spending benefits local communities, while 45% of Vietnamese travelers believe that economic growth for local businesses is the biggest impact that tourism can have on destinations when managed responsibly – together highlighting a strong desire to support destinations and people on the ground.
This mindset aligns with broader trends in Vietnam’s tourism sector, where community-based tourism has been gaining momentum in destinations across the country. Five villages in Vietnam have been recognized by the United Nations World Tourism Organization (UNWTO) as “Best Tourism Villages in the World” (including Tan Hoa village in central Quang Tri province, Thai Hai village in northern Thai Nguyen province, Tra Que Vegetable Village in central Da Nang city, Lo Chai village in northern Tuyen Quang province, and the Quynh Son community tourism village in northern Lang Son province).
Surging demand for a greener stay
Vietnam also ranks first in interest in accommodations with recognized sustainability certifications, with 43% of Vietnamese travelers saying they want to see more of these options when planning trips. This growing demand comes as more hospitality businesses in Vietnam adopt internationally recognized sustainability practices. In recent years, several tourism destinations and accommodation providers have begun pursuing global sustainability certifications.
“Vietnamese travelers are becoming increasingly mindful of the impact their trips can have on both the environment and local communities.” Mr. Vu Ngoc Lam, Country Director, Agoda Vietnam commented, “It’s encouraging to see more travelers seeking options that help protect destinations while supporting the people who live there. At Agoda, we are committed to making it easier for travelers to discover accommodation and experiences that align with these values, while working with our partners to promote more responsible travel across Vietnam and the region.”
To further turn these values into action, Agoda is strengthening its Eco Deals program in partnership with World Wide Fund for Nature (WWF). The Eco Deals program enables travelers across Asia to make more conscious choices that contribute to conservation, turning everyday travel into a force for good. This year’s program of US$1.5 million reflects Agoda’s highest funding commitment to date, supporting WWF’s conservation projects across 10 markets. Eco Deals continues to provide savings of up to 15% until 18 December, while Agoda donates US$1 to WWF for every completed program booking at participating properties.
