On March 11, Agoda's 2025 Sustainable Travel Survey revealed the list of top nations prioristing sustainable tourism. Vietnam ranked among the top five, with 77% of study respondents admitting that sustainability is essential in their travel plans for 2025, which is higher than the Asian average (68%).
The Philippines leads the rankings with 86% prioritising sustainability for their 2025 travel plans, followed by India (82%), Taiwan (China) (80%), and Malaysia (80%).
The poll, which included over 6,000 participants from 11 Asian markets, highlights the growing popularity of the authentic travel experiences, purpose-driven travel, and off-season travel.
Local travel experiences drive sustainable tourism choices
Vietnamese travellers are increasingly drawn to authentic travel experiences and aspire to make positive contributions to the development of local communities.
According to the survey, 27% of respondents prioritise trips that offer immersive cultural experiences, while 19% seek to support the local economy. This trend shows a shift from purely leisure tourism to journeys to more positive and meaningful journeys.
Off-season travel becomes a leading trend
To minimise environmental impact, 22% of Vietnamese tourists opt to off-season travel towards avoid overcrowding at popular destinations. Additionally, 21% choose lodgings with certifications for sustainability, while 15% pack reusable things like water bottles and cloth bags.
Agoda's EcoDeals programme, which has been being implemented in 2025, will continue to offer travellers attractive discounts of up to 15% at participating hotels across 10 Asian countries.
In 2025, Japan and the Republic of Korea will join the programme for the first time, broadening its reach and allowing passengers to pay more. The Agoda EcoDeals programme grant will help WWF conservation programmes in Asia to protect species and preserve key ecosystems.
