Filipino travelers most sustainability-minded Asian

Digital travel platform Agoda’s 2025 Sustainable Travel Survey reveals its ranking of Asia’s most sustainability-conscious travelers.

Travelers from the Philippines occupy the top spot, with 86 percent responding that sustainability is important in their travel choices for 2025, higher than the average for all Asian travelers combined (68 percent). Travelers from India (82 percent), Taiwan (80 percent), Malaysia (80 percent) and Vietnam (77 percent) round out the top five.

The survey, which engaged over 6,000 respondents across 11 Asian markets, spotlights the evolving landscape of sustainable travel in Asia, where authentic and purposeful tourism, and off-peak travel are becoming more prominent.

Filipino travelers are increasingly motivated by the allure of authentic experiences and the opportunity to contribute positively to local communities. 25 percent of respondents are keen on supporting local economies when they travel, while 22 percent prioritize authentic tourism.

Filipino travelers also seek to mitigate their impact on the environment by traveling during off-peak seasons to alleviate overcrowding, a choice made by 18 percent of respondents. Additionally, 17 percent of travelers are opting for accommodations with sustainability certifications while 19 percent are packing reusable items like water bottles and shopping bags on a trip to reduce waste.

“It’s inspiring to see Filipino travelers actively making choices that leave a positive impact on the destinations they visit. Agoda’s Eco Deals Program is designed to support these efforts by offering great value deals on partnering properties. For every booking made through the program, Agoda donates one US dollar to support local conservation projects, allowing travelers to see the world for less while giving back to the places they love,” said Michael Hwang, country director, Philippines at Agoda.

Meanwhile, Vietnamese travelers are also guided by personal values and beliefs, with one in five citing these as their primary motivation for more sustainable travel. This trend underscores a broader movement towards travel that is not only enjoyable but also meaningful and impactful.

Since the recent launch of the 2025 edition, Agoda’s Eco Deals program has provided travelers with discounts of up to 15 percent on partner hotels across 10 Asian markets. This marks the first year of Japan and South Korea joining the Eco Deals Campaign, providing more Asia-bound travelers the opportunity to support their favorite destinations.

For every Eco Deals booking, a dollar is donated to World Wildlife Fund conservation projects aimed at protecting wildlife and conserving critical habitats across Asia.

Agoda’s offerings include over 5 million holiday properties, more than 130,000 flight routes and over 300,000 activities, all of which can be combined in the same booking.

Agoda’s 2025 Sustainability Survey polled 6,081 respondents on the Agoda platform between 6 to 19 February 2025, spanning 11 markets across Asia, namely Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.