Digital travel platform Agoda’s 2025 Sustainable Travel Survey reveals its ranking of Asia’s most sustainability-conscious travelers. Travelers from Vietnam earned a spot as one of Asia’s top five most sustainability-conscious, with 77% responding that sustainability is important in their travel choices for 2025, higher than the average for all Asian travelers combined (68%).
The Philippines secured the top spot in the rankings, with 86% responding that sustainability is important in their travel choices for 2025. Travelers from India (82%), Taiwan (80%), and Malaysia (80%) round out the top four.
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.
Authentic Experiences Drive More Sustainable Choices
Vietnamese travelers are increasingly motivated by the allure of authentic experiences and the opportunity to contribute positively to local communities. Over one in four respondents (27%) prioritize authentic tourism, while 19% are keen on supporting local economies when they 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 Vietnamese travelers 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 (22%). Additionally, 21% of travelers are opting for accommodations with sustainability certifications while 15% are packing reusable items like water bottles and shopping bags on a trip to reduce waste.
Lam Vu, Country Director, Vietnam at Agoda, said, “It’s clear that sustainability is important to Vietnamese travelers. Agoda’s Eco Deals program is designed to empower even more travelers to consider sustainability when planning their next trip. For every booking made on partnering properties in the program, Agoda donates one US dollar to local conversation projects. Travelers get to enjoy great savings while also helping to preserve the beauty and authenticity of the destinations they love for future generations.”
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.
About the Data
The data provided is based on Agoda’s 2025 Sustainability Survey which polled 6,081 respondents on the Agoda platform between 6-19 February 2025 spanning 11 markets across Asia including Hong Kong, India, Indonesia , Japan, Malaysia, Philippines, Singapore , South Korea, Taiwan, Thailand and Vietnam.
About Agoda
Agoda, a digital travel platform, helps anyone see the world for less with its great value deals on a global network of 5 million hotels and holiday properties worldwide, plus flights, activities, and more. Agoda.com and the Agoda mobile app are available in 39 languages and supported by 24/7 customer support.
Headquartered in Singapore, Agoda is part of Booking Holdings (Nasdaq: BKNG) and employs more than 7,000 staff in 27 markets, dedicated to leveraging best-in-class technology to make travel even easier.
