New Travel Trend For 2025 As The Philippines, India, Taiwan, Malaysia And Vietnam Drive A Powerful Wave Of Eco-Driven Tourism Across Asia

Published on April 2, 2025

A bold travel trend emerges for 2025 as the Philippines, India, Taiwan, Malaysia, and Vietnam lead a powerful surge in eco-driven tourism across Asia.

Filipino Travelers Lead Asia in Sustainable Tourism Choices for 2025, According to Agoda Survey

Filipino travelers have emerged as the most sustainability-minded in Asia, according to the 2025 Sustainable Travel Survey released by leading hotel booking platform Agoda. A striking 86% of respondents from the Philippines said that sustainability plays a crucial role in their travel decisions, putting the country at the top of the list.

Other countries rounding out the top five include India (82%), Taiwan (80%), Malaysia (80%), and Vietnam (77%), showing a rising awareness and commitment to eco-friendly travel practices across the region.

Sustainable Tourism Trends on the Rise Across Asia

The survey, which gathered insights from over 6,000 participants across 11 Asian markets, reveals a clear shift in traveler behavior toward more thoughtful and responsible tourism. A solid 68% of Asian travelers now factor sustainability into their 2025 travel plans. Only 8% of respondents said they do not consider sustainability at all.

However, some regional differences were observed. In Hong Kong (21%) and Japan (17%), a higher proportion of travelers admitted that sustainability has little influence over their travel choices.

Authentic and Purposeful Travel Takes the Spotlight

According to the findings, travelers are becoming more driven by authentic experiences and a desire to positively impact local communities. Nearly one in four respondents ranked cultural authenticity as a top priority, while 22% expressed a preference for supporting local economies through their travel decisions.

In India, 24% of travelers reported that personal values and beliefs were their main reasons for making more sustainable travel choices—an indication that values-based travel is gaining ground in the region.

Off-Peak Travel Gaining Traction

To reduce environmental and social pressure on tourist destinations, many travelers are opting to travel during off-peak periods. Nearly a quarter of respondents said they intentionally plan trips to avoid peak tourist seasons, helping alleviate overcrowding and protect local ecosystems.

Moreover, 20% of travelers across Asia are now booking stays at eco-certified accommodations, while 18% bring reusable items like water bottles or bags to reduce their environmental impact. Japanese travelers are especially proactive, with 25% packing reusable essentials—the highest among all surveyed nationalities.

Agoda’s Commitment to Eco-Friendly Travel

Commenting on the survey, Andrew Smith, Agoda’s Senior Vice President – Supply, highlighted the region’s evolving mindset: “Asian travelers are increasingly looking for ways to make a positive difference in the destinations they explore.”

In line with this trend, Agoda has expanded its Eco Deals program, offering up to 15% discounts at participating hotels across 10 Asian countries, including new entries like Japan and South Korea.

For each Eco Deals booking, Agoda donates one dollar to WWF conservation projects that focus on protecting biodiversity and natural habitats throughout Asia. The program reflects Agoda’s commitment to making sustainable travel both accessible and impactful.

As the tourism industry evolves, travelers across Asia—led by those from the Philippines—are proving that responsible travel isn’t just a trend; it’s quickly becoming a defining feature of modern tourism.