Agoda Survey Reveals Thirty-Five Percent of Travelers Seek Eco-Friendly Tours with their Eco Deals Promoting Sustainable Travel Growth and Supporting Conservation and Local Communities

From Agoda’s 2026 Sustainable Travel Survey, it becomes clear that there is an upward trend of sustainable travel, and 35 percent of tourists are interested in activities that help preserve nature and benefit local communities. It turns out that sustainable travel has become increasingly popular due to people who are interested in doing some good through traveling and benefiting from it at the same time.

It appears that the Asia-Pacific region is leading this race. According to the survey, 77 percent of the respondents from Asia consider themselves sustainable in their travel behavior in 2026, whereas only 68 percent said the same in 2025. Moreover, countries such as Thailand, in which 95 percent of tourists are interested in sustainability; Indonesia, India, Malaysia, and Taiwan can be singled out because of the large number of travelers who are willing to practice sustainable travel.

A Shift Toward Purposeful Travel and Sustainable Practices

The rise of sustainable tourism is a key driver of tourism sector growth as travelers look for ways to engage meaningfully with the destinations they visit. For example, 29% of surveyed travelers prioritize ensuring their travel spending directly benefits local communities and businesses, while 28% value the opportunity to forge genuine connections with the local culture. As a result, tourism operators are increasingly offering experiences that focus on local cultural immersion, eco-friendly practices, and authentic encounters with communities.

This growing demand for sustainable travel experiences is transforming the way the tourism industry operates. The trend highlights the increasing desire for eco-conscious travel options, which has led tourism businesses to design offerings that are both environmentally friendly and socially responsible. This change in traveler behavior is not just about seeking new destinations but also about supporting sustainable tourism that directly benefits the local economy and protects natural resources.

Agoda’s Role in Supporting Sustainable Travel Growth

Agoda, a leading digital travel platform, is at the forefront of this sustainable travel growth with its Eco Deals program in partnership with the World Wide Fund for Nature (WWF). Through this program, travelers can book stays at eco-friendly properties, directly supporting conservation projects while enjoying up to 15% savings on their bookings. The initiative reflects Agoda’s commitment to sustainability, offering travelers value for money while encouraging responsible tourism.

In fact, Agoda’s funding commitment of US$1.5 million for WWF conservation initiatives across 10 markets demonstrates the company’s active role in promoting sustainable tourism practices. With every completed booking through Eco Deals, Agoda contributes $1 to WWF, directly supporting their efforts to preserve global ecosystems and promote sustainability. This initiative not only provides travelers with affordable eco-conscious options but also fosters a culture of responsible travel, where tourism growth aligns with conservation goals.

Promoting Sustainable Travel to Secondary Destinations

At the GSTC Sustainable Tourism Conference held in Phuket, Thailand, Agoda emphasized how slow travel—a growing trend in sustainable tourism—can foster balanced tourism growth. By promoting longer stays and immersive local experiences, tourism operators can encourage visitors to explore beyond the popular destinations and support secondary destinations. This form of travel helps spread the economic benefits of tourism to less-visited regions, reducing the pressure on overcrowded hubs while providing much-needed revenue to local communities.

As travelers increasingly seek sustainable alternatives, this trend toward off-the-beaten-path destinations has the potential to drive tourism growth in regions previously overlooked. By offering local experiences in these areas, tourism operators can ensure that tourism dollars are spread more widely, promoting sustainable development in secondary destinations and ensuring balanced growth for the industry.

Long-Term Trends: Last-Minute Bookings and Longer Stays

The survey also reveals sustained trends, including repeat travelers seeking new experiences and long-haul travelers opting for longer stays to gain more from their trips. These shifts reflect a broader move toward sustainable travel choices, where travelers seek immersive experiences that offer more than just a quick visit. As tourists increasingly choose long-term stays and last-minute bookings, there is a growing need for flexible, responsible travel options that align with sustainability and offer real-time, accessible booking solutions.

The Future of Sustainable Travel: A Growing Sector

The strong demand for sustainable tourism and the growing focus on responsible travel are reshaping the global tourism landscape. As travelers continue to seek eco-friendly, authentic experiences, the tourism sector must adapt to provide offerings that meet these evolving preferences. Agoda’s Eco Deals program is just one example of how travel companies can help facilitate the transition to more sustainable tourism practices.

The sustainability mindset not only helps preserve destinations but also offers long-term benefits for local communities, tourism providers, and the planet. As this trend continues to grow, sustainable travel is expected to become a dominant force in the global tourism industry, driving growth and innovation across the sector.

Sustainable Travel as the Future of Tourism Growth

It is evident from the results of the 2026 Sustainable Travel Survey that there is an increasing trend toward sustainable tourism where travelers strive to make positive impacts on their host destination. This trend indicates that there is a need for sustainable tourism in the expansion of the tourism industry since travelers want to have a positive impact on the welfare of their hosts and the environment.

In its Eco Deals initiative, Agoda presents a good example of how tourism service providers can meet the demands of travelers who are increasingly becoming environmentally conscious by providing affordable eco-friendly travel options that promote local businesses and conserve the environment.

Image Source: Agoda