Thailand Tops Asia’s Sustainable Travel Rankings as Regional Interest Climbs – Agoda Survey
Singapore, 17 March 2026 – 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. More than three in four Asian travelers (77%) consider sustainability important when choosing travel options in 2026, up from 68% last year. 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. 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.
Purpose and Community Benefit Lead Sustainable Travel Motivations
When asked which outcome matters most when traveling more sustainably, travelers put direct community impact at the top. Close to a third (29%) say the most important outcome is ensuring travel spend benefits local communities, followed closely by building a deeper connection with the destination (28%) and preserving natural landscapes and wildlife for the future (27%). This means that travelers are defining “sustainable” less as an abstract environmental target and more as travel that benefits people on the ground and feels more purposeful.
Travelers Want More Sustainable Experiences and Easier Ways to Book Them
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 35%, ahead of accommodations with recognized sustainability certifications (26%). Interest in programs that enable travelers to give back to nature and communities (20%) and transportation options with lower environmental footprints (19%) together highlight a desire for broader, end-to-end support for more sustainable travel.
Off-Peak Travel Is the Most Common Sustainable Action
Nearly half of travelers (48%) say they travel during off-peak seasons to reduce overcrowding, making it the most common action taken to travel more sustainably. Beyond timing travel differently, many also choose to support destinations through day-to-day decisions – for example, 39% support local businesses or community-based tourism and 37% choose accommodations with sustainability certifications.
Andrew Smith, Senior Vice President, Supply at Agoda, said, “Sustainable travel is resonating more deeply across Asia, and travelers are telling us they want options that weave positive impact into their travel experiences. 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.