Digital travel platform Agoda's 2026 Sustainable Travel Survey reveals sustainable travel has become more central to how Asian travelers plan and book their trips. Thailand topped the survey results, with 95% saying sustainability is important in their travel choices for 2026. Indonesia (93%), India (88%), Malaysia (88%) and Taiwan (83%) round out the top five. More than three in four Asian travelers (77%) consider sustainability important when choosing travel options in 2026, up from 68% last year. Agoda's survey results also reveal that the growing emphasis on sustainability in travel is here to stay. Looking ahead, 83% say sustainable travel will matter to them over the next three years.
The survey, which engaged 1,036 respondents across eight Asian markets, captures changing expectations across the region, where travelers increasingly link sustainability not only to environmental responsibility, but also to outcomes that strengthen local communities and protect the destinations they love.
Preserving Natural Landscapes and Wildlife Lead Sustainable Travel Motivations
When asked which outcome matters most when traveling more sustainably, Thai travelers are keen to preserve natural landscapes and wildlife for the future (36%). Closely following, 27% say they want to ensure that travel directly benefits local people and businesses, and 22% believe that the most important outcome is to build a deeper, more genuine connection with the destination. Finally, 16% of Thai travelers say lowering environmental impact and carbon emissions while traveling is a priority outcome. These key focuses mean that travelers are defining "being sustainable" less as an abstract environmental target, and more as a purposeful act that benefits local communities.
Travelers Want More Sustainable Experiences and Easier Ways to Book Them
Thai travelers showed clearest interest in experiences that combine enjoyment with positive impact. Tours and experiences that protect the environment and support local communities rank first at 43%, ahead of programs that enable me to give back to nature and communities (25%). Transportation options with lower environmental footprints (18%) and accommodation with recognized sustainability certifications (15%) together highlight a desire for broader, end-to-end support for more sustainable travel.
Advocates for Economic Growth
38% of overall travelers believe that the biggest impact that tourism can have on destinations when managed responsibly is economic growth for local business - with Thai travelers specifically above the average at 43%. A further 16% of Thai travelers believe the development or improvement of local infrastructure is the biggest impact of tourism on destinations, followed by 13% that feel similarly towards support for preserving local cultures and traditions.
Andrew Smith, Senior Vice President, Supply at Agoda, said, "Sustainable travel is resonating more deeply across the region, and we are happy to see Thai travelers prioritize sustainability even more across their travel choices for 2026. At Agoda, we're bridging this gap through our Eco Deals program, which enables travelers to support vital wildlife conservation and habitat protection efforts across Asian destinations while securing the best value on their stays."
In partnership with World Wide Fund for Nature (WWF), Agoda's Eco Deals program enables travelers across Asia to make more conscious choices that contribute to conservation, turning everyday travel into a force for good. This year's program reflects Agoda's highest funding commitment to date of US$1.5 million supporting WWF`s conservation projects across 10 markets. Eco Deals continues to provide savings of up to 15% until 18 December, while Agoda donates US$1 to WWF for every completed program booking at participating properties.
For their next getaway, travelers can easily identify participating accommodation through dedicated program pages and on-site identification features across Agoda's platforms. For more information, visit www.agoda.com/ecodeals.