Summary of this article
77 per cent travellers prioritise sustainability in travel decisions
India ranks among top three in Asia survey
Community impact and off-peak travel drive sustainable choices
Sustainability is now one of the key drivers for travel decisions for travellers across Asia, according to Agoda's Sustainable Travel Survey 2026. The study found that 77 per cent of travellers now consider sustainability important for their travel decisions in 2026, a 9 per cent increase from last year's 68 per cent.
Thailand topped the list for sustainable travel among Asian nations, where 95 per cent of travellers now prioritise sustainability to make travel decisions. Indonesia ranked second, where 93 per cent of travellers now consider sustainability important for travel decisions. India and Malaysia were joint third, at 88 per cent, among the top three nations for sustainable travel, followed by Taiwan at 83 per cent.
Long-Term Focus On Sustainable Travel
The study also found that this growing focus on sustainable travel is likely to continue in the coming years. Around 83 per cent of travellers said sustainability will continue to be important for them in the coming three years. This is a growing focus for travellers to look at sustainable travel for long periods.
The study also points to a growing understanding of sustainable travel. While travellers are looking at sustainable tourism and its impact on the environment, they are also looking at sustainable tourism's impact on local communities and destinations.
Community Impact And Purpose Drive Decisions
When asked what the most important result of sustainable travel is, there was significant emphasis given to how it impacts communities. About 29 per cent of those who answered said that making sure their money goes back to the local communities is their top priority.
Around 28 per cent said that making a personal connection to the destination is most important. 27 per cent who said that making sure nature is preserved is their priority.
Demand For Better Sustainable Options
Not only are travellers showing interest in destinations that offer better sustainable options, but they are also showing interest in experiences that offer them enjoyment as well. About 35 per cent answered that they prefer to go on tours that help the environment and local communities. This was the most popular response.
Accommodations that offer sustainability certifications were next, chosen by 26 per cent. Additionally, 20 per cent said they were interested in going on an experience where they could give back to nature and communities. Lastly, 19 per cent said they wanted to go on an experience that offered them transportation options that were better for the environment.
Off-Peak Travel
Almost 48 per cent said that they travel during off-peak seasons to avoid overcrowding. This was the most popular response among travellers. Other responses included supporting local communities by 39 per cent, and supporting accommodations that offer sustainability certifications by 37 per cent.
The survey shows a significant change in travel behaviour throughout Asia. Sustainability is becoming increasingly paired with community impact, personal experiences and practical choices that influence how trips are planned and experienced.
