According to Agoda, over three-quarters of Asian travellers (77%) prioritise sustainability when planning travel in 2026, a significant rise from 68% in 2025.
Viet Nam stands out as one of the region’s leading markets embracing responsible travel. Notably, more than 81% of Vietnamese respondents identified sustainability as a key consideration.
Looking ahead, 43% expect sustainability to become even more important in their travel decisions over the next three years.
Vietnamese travellers lead the region in prioritising the reduction of environmental impact and carbon footprints, with 29% citing this as their primary motivation, the highest share among all surveyed markets
This trend is also driven by growing public concern over plastic waste, threats to marine ecosystems, and the climate vulnerability of many well-known coastal destinations.
As a result, Vietnamese travellers are becoming more thoughtful in their travel choices, from transport to accommodation, in an effort to help preserve natural landscapes and biodiversity for future generations.
Beyond environmental considerations, Vietnamese travellers are also attentive to the social and economic impacts of their trips on local communities.
More than a quarter of respondents (28%) believe that the most important outcome of sustainable tourism is ensuring that travel spending benefits local communities.
Meanwhile, 45% of Vietnamese travellers consider economic development for local businesses to be the most significant benefit that responsibly managed tourism can offer to host destinations.
These findings align with broader trends in Viet Nam’s tourism sector, where community-based tourism models are flourishing nationwide.
Viet Nam also leads the region in interest in certified sustainable accommodation, with 43% of Vietnamese travellers expressing a desire for more such options when planning their journeys.
This demand aligns with the growing number of accommodation providers in Viet Nam actively adopting internationally recognised sustainable practices.
