Thailand Joins India, Indonesia, Malaysia and Taiwan as Agoda Survey Reveals Travelers in Asia with Prioritize Sustainable Travel Experiences, Driving their Responsible Tourism Growth

According to Agoda’s Sustainable Travel Survey conducted in 2026, there is an increasing trend of tourists who are looking for vacations that benefit both nature and local communities. In Asia, 35% of tourists are interested in tours and activities that make a positive impact on the environment and the local community, whereas only 26% prefer hotels that have been accredited with sustainability certifications.

Sustainability Becomes a Central Consideration Across Countries

Sustainable travel is now a key factor in trip planning, with 77% of Asian travelers reporting that sustainability influences their choices in 2026, up from 68% in 2025. Thailand leads the region with 95% prioritizing sustainability, followed by Indonesia (93%), India (88%), Malaysia (88%), and Taiwan (83%). Furthermore, 83% of travelers indicate that sustainability will remain important over the next three years, reflecting a long-term trend in responsible tourism across the region.

Slow Travel Encourages Balanced Tourism Growth

At the GSTC Sustainable Tourism Conference in Phuket, Agoda highlighted how slow travel and immersive experiences can promote responsible tourism growth. By encouraging visits to secondary destinations, travelers help disperse foot traffic, reduce overcrowding in major tourist hubs, and spread economic benefits to smaller communities. Longer stays allow for deeper engagement with local culture, supporting hospitality businesses, artisans, and community projects while maintaining the sustainability of popular destinations.

Trends Among Repeat and Long-Haul Travelers

Agoda notes that repeat travelers seek new experiences with each visit, while long-haul travelers increasingly choose extended stays to immerse themselves in destinations. These trends represent an opportunity for travel operators to develop responsible and locally integrated experiences, strengthening regional tourism economies and the hospitality sector while supporting responsible tourism initiatives.

Local Benefits and Meaningful Connections Drive Travel Decisions

The survey highlights that travelers are motivated by local benefit and connection. Nearly 29% prioritize ensuring their travel spend benefits local people and businesses, while 28% seek authentic connections with destinations. Additionally, 38% believe responsible tourism primarily drives economic growth for local communities, presenting opportunities for the tourism and hospitality sectors to design responsible tourism experiences that create economic and social impact.

Traveler Behavior Supports Responsible Tourism

Traveler behavior is shifting toward sustainability, with 48% traveling during off-peak seasons to reduce overcrowding. This demonstrates a willingness to adopt responsible tourism practices while seeking experiences that are environmentally friendly and community-focused. Agoda’s findings indicate that travelers want accessible, easy-to-book sustainable options as part of their trips.

Agoda Eco Deals Program Drives Responsible Tourism Impact

Agoda converts interest in responsible travel into action through its Eco Deals program, in partnership with the World Wide Fund for Nature (WWF). The initiative allows travelers to support conservation projects while securing discounted stays. Agoda has committed US$1.5 million to WWF projects across 10 Asian markets, providing up to 15% savings for travelers through 18 December, and donating US$1 to WWF for every completed program booking at participating properties.

Strengthening the Hospitality Sector and Regional Communities

Agoda’s findings and initiatives illustrate how sustainable travel can deliver wide-ranging benefits to the hospitality sector and local communities. By integrating environmentally conscious practices and culturally immersive experiences into bookings, hospitality partners can attract purpose-driven travelers, enhance brand reputation, and stimulate tourism revenue in underserved destinations.

The Eco Deals program also supports hotels and tour operators in developing offerings that align with global sustainability trends. By leveraging the growing consumer demand for responsible travel, the industry can foster community engagement, preserve natural resources, and expand the economic impact of tourism while enhancing guest experiences.

Driving Responsible Tourism Across Asia

The Agoda 2026 survey highlights the following trend among tourists visiting Thailand, India, Indonesia, Malaysia, and Taiwan: there is an increasing desire to engage in activities that positively impact nature and society, indicating the emergence of responsible tourism in Asia. By responding to this demand, hospitality companies and tourism destinations can improve their income from tourism, improve communities welfare and preserve the environment, while creating engaging experiences at the same time. With initiatives such as Eco Deals, Agoda contributes to the development of sustainable tourism, thus fostering responsible tourism development in Asia.