Digital travel platform Agoda has revealed a significant shift in travel preferences, with 35% of Asian travellers now prioritising experiences that protect nature and support local communities. This finding, from Agoda's 2026 Sustainable Travel Survey, indicates a growing trend towards more meaningful and community-driven travel experiences.

The survey highlights that over three-quarters of Asian travellers (77%) consider sustainability a crucial factor in their travel decisions for 2026, a notable increase from 68% the previous year. Thailand leads the region in this trend, with 95% of its travellers prioritising sustainable options, followed by Indonesia, India, Malaysia, and Taiwan. This shift is expected to continue, with 83% of respondents indicating that sustainable travel will remain important over the next three years.

At the GSTC Sustainable Tourism Conference in Phuket, Agoda emphasised how slow travel can promote balanced tourism growth by directing visitors to secondary destinations, thus benefiting local communities. Andrew Smith, Senior Vice President, Supply at Agoda, noted, “Travellers are looking for more purposeful involvement in the destinations they visit, looking for ways to contribute to local growth and nature preservation as part of their journey.”

Agoda's Eco Deals programme, in partnership with the World Wide Fund for Nature (WWF), supports this trend by offering travellers savings of up to 15% whilst contributing to conservation projects across Asia. The programme represents Agoda’s largest funding commitment to date, with $1.5 million (US$1.5 million) dedicated to WWF initiatives.

The survey also found that nearly half of the respondents travel during off-peak seasons to reduce overcrowding, further indicating a shift towards sustainable travel practices

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