India Ranks Third Among Asia’s Top Sustainable Travel Markets, Thailand Leads

The way we travel in Asia is quietly, but decisively, changing. The checklist is no longer just about scenic views, good food, or five-star stays—there’s a growing insistence on something more meaningful. A new survey by a digital travel platform suggests that sustainability is no longer a niche concern but a central pillar shaping travel decisions across the region. And leading this shift is Thailand, where an overwhelming majority of travellers are putting conscious choices at the forefront of their journeys.

The online travel agency’s 2026 Sustainable Travel Survey, which polled over 1,000 respondents across eight Asian markets, reveals that 77 per cent of travellers now consider sustainability important when planning trips—up significantly from 68 per cent just a year ago. The numbers point to a steady, perhaps irreversible, shift in mindset. At the top of the rankings sits Thailand, with 95 per cent of respondents prioritising sustainable travel. Close behind are Indonesia at 93 per cent, followed by India and Malaysia, both at 88 per cent, and Taiwan at 83 per cent.

Changing Travel Priorities

What’s particularly telling is how travellers are redefining sustainability. It’s no longer confined to eco-friendly hotels or cutting down plastic use. Instead, the idea has broadened into something more personal and purposeful. Nearly a third of respondents say the most important outcome of travelling sustainably is ensuring that their spending directly benefits local communities. This is closely followed by a desire to build deeper, more authentic connections with destinations and to help preserve natural landscapes and wildlife.

In other words, sustainability is becoming less about abstract environmental goals and more about tangible impact—where money goes, who it supports, and how travel experiences are shaped on the ground. The modern traveller, it seems, wants their holiday to mean something beyond a curated Instagram reel.

Experience Over Everything

This shift is also influencing the kinds of travel experiences people are seeking out. At the top of the list are tours and activities that actively protect the environment or support local communities, with 35 per cent of respondents expressing interest in such options. Accommodation still matters, of course, with 26 per cent preferring properties that carry recognised sustainability certifications.

But the appetite doesn’t stop there. Travellers are also showing interest in programmes that allow them to give back—whether through conservation initiatives or community engagement—as well as transport options that reduce environmental impact. Together, these preferences suggest that sustainability is no longer a single decision point but an expectation that spans the entire journey, from booking to experience.

Everyday Conscious Choices

Interestingly, the most common sustainable action isn’t necessarily dramatic—it’s practical. Nearly half of the respondents say they choose to travel during off-peak seasons to avoid overcrowding, making it the most widely adopted behaviour. This simple shift not only eases pressure on popular destinations but also often results in a more relaxed, immersive experience for travellers themselves.

Beyond timing, smaller, everyday decisions are adding up. Around 39 per cent of travellers make a conscious effort to support local businesses or participate in community-based tourism, while 37 per cent opt for accommodations with sustainability credentials. These choices, though incremental, collectively point to a broader cultural shift in how travel is approached.

Looking ahead, the momentum shows no signs of slowing. A notable 83 per cent of respondents believe sustainable travel will continue to matter to them over the next three years, indicating that this is more than just a passing trend.

Platforms like Agoda are responding by integrating sustainability into the booking process itself. Through initiatives such as its Eco Deals programme—developed in partnership with the World Wide Fund for Nature (WWF)—travellers can contribute to conservation efforts while planning their stays. The programme, which now represents the company’s largest funding commitment to date, channels support towards wildlife protection and habitat conservation across multiple Asian markets, while also offering savings on bookings.

As travel continues to rebound and evolve, one thing is becoming clear: the future of tourism in Asia isn’t just about where you go, but how—and why—you choose to go there.

FAQs

1. Which country ranks highest for sustainable travel in Asia?
Thailand tops the list, with 95% of travellers prioritising sustainability in 2026.

2. How important is sustainability for Asian travellers today?
About 77 per cent consider it important when planning trips, up from 68 per cent last year.

3. What motivates travellers to choose sustainable options?
Supporting local communities, building meaningful connections, and preserving nature are key drivers.

4. What are the most popular sustainable travel choices?
Eco-friendly tours, certified accommodations, and experiences that support local communities.

5. What is the most common sustainable travel behaviour?
Travelling during off-peak seasons to reduce overcrowding, followed by supporting local businesses.