India has emerged as Asia’s second most sustainability-conscious travel market, according to the 2025 Sustainable Travel Survey by digital travel platform Agoda. With 82% of Indian travelers prioritizing eco-friendly choices, India significantly surpasses the Asian average of 68%.

This finding underscores a fundamental shift in Indian travel behavior, highlighting the nation’s growing commitment to responsible tourism. The survey, conducted across 11 Asian markets with over 6,000 respondents, offers crucial insights into the evolving landscape of sustainable tourism in Asia, where travelers are now opting for authentic experiences, off-peak travel, and eco-conscious stays.

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Personal Values Drive Sustainable Travel Among Indians

Indian travelers are increasingly shaping their trips based on personal values and ethical considerations. Nearly one in four respondents (24%) identified personal beliefs as their primary motivation for choosing sustainable travel options.

Meanwhile, 21% of respondents prioritize authentic and purposeful tourism, underscoring a trend where travelers seek meaningful experiences that benefit both themselves and local communities. This shift reflects a broader transformation in travel preferences, where exploration is no longer just about visiting destinations but about fostering positive impacts on those locations.

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Conscious Travel Gains Momentum in India

As sustainability becomes a defining factor in travel decisions, Indian travelers are actively making choices to minimize their environmental footprint. Agoda’s survey found that:

21% of travelers opt for off-peak travel, reducing overcrowding and preserving local environments.
16% of respondents choose eco-certified accommodations, ensuring that their stays align with sustainable practices.
16% prefer walking, biking, or public transport over driving, significantly reducing carbon emissions.
16% actively reduce waste by carrying reusable water bottles and other eco-friendly travel essentials.

These choices indicate a wider embrace of responsible tourism practices, demonstrating India’s increasing focus on conservation, eco-friendly lodging, and conscious travel habits.

Agoda’s Eco Deals Program Expands Across Asia

To support travelers in making sustainable travel choices, Agoda has launched its 2025 Eco Deals program, offering discounts of up to 15% on partner hotels across 10 Asian markets.

The program has also expanded to Japan and South Korea for the first time, allowing Indian travelers heading east to participate in responsible tourism initiatives. For every booking made through the Eco Deals program, Agoda donates $1 to WWF conservation projects, contributing directly to the protection of wildlife and critical habitats.

According to Krishna Rathi, Senior Country Director for India Subcontinent and MEA at Agoda, this initiative aligns with the company’s vision of promoting sustainable travel while ensuring affordability for travelers.

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India’s Role in Shaping Asia’s Sustainable Travel Future

With India’s tourism sector growing rapidly, the nation is poised to set the benchmark for sustainable travel in Asia. The rising awareness among Indian travelers reflects a broader movement towards responsible tourism, where travelers actively seek ways to reduce their carbon footprint while still enjoying immersive experiences.

As eco-tourism and conscious travel gain momentum, industry stakeholders—including hotels, tour operators, and policymakers—must align their offerings with these emerging preferences. The demand for green accommodations, responsible tourism practices, and conservation-driven initiatives is expected to reshape the travel industry in the coming years.

Final Thoughts

Agoda’s 2025 Sustainable Travel Survey confirms that Indian travelers are leading the charge in Asia’s green travel revolution. With 82% prioritizing sustainable choices, the travel industry must adapt to meet this growing demand for eco-conscious and community-driven travel experiences.

As India cements its position as a key player in Asia’s sustainable tourism movement, the future of travel is set to be more responsible, immersive, and environmentally friendly.