Agoda’s 2025 Sustainable Travel Survey highlights Malaysia as the fourth leading travel market in Asia when it comes to sustainability. The survey found that 80% of Malaysian travelers are incorporating sustainability into their travel plans for 2025, surpassing the Asian average of 68%.

The survey, which gathered insights from over 6,000 participants across 11 Asian markets, sheds light on the growing trend of sustainable travel in Asia. It reveals that travelers are increasingly drawn to authentic tourism experiences and off-peak travel as part of their shift towards more responsible travel practices.

Community Impact Sparks Sustainable Travel Choices

In Malaysia, travelers are increasingly driven by the desire to positively impact local communities (28%), seek authentic experiences (24%), and align their travel with personal values and beliefs (24%). This shift reflects a broader movement toward travel that not only brings enjoyment but also offers meaningful, impactful experiences.

Rising Trend of Conscious Travel

The survey also highlights that Malaysian travelers are making deliberate efforts to lessen their environmental footprint. Nearly a quarter (24%) are choosing to travel during off-peak periods to avoid overcrowding, while 19% select accommodations that hold sustainability certifications. Additionally, 18% actively support local small-to-medium businesses and contribute to cultural preservation initiatives.

Fabian Teja, Country Director for Malaysia and Brunei at Agoda, shared, “With sustainability being a key focus of Visit Malaysia 2026, it is encouraging to see more travelers making responsible choices, and Agoda is here to support their journey. Through our Eco Deals Program, travelers can enjoy great discounts on partnering properties while Agoda contributes one US dollar towards local conservation efforts for every booking through the program. We’re excited to help Malaysian travelers see the world for less, while also giving them the opportunity to protect the destinations they explore.”

Following the recent launch of its 2025 edition, Agoda’s Eco Deals initiative offers travelers discounts of up to 15% at partner hotels in 10 Asian markets. For each Eco Deals reservation made, a dollar is donated to WWF conservation efforts focused on safeguarding wildlife and preserving vital habitats throughout Asia.

Agoda provides access to over 5 million vacation properties, 130,000+ flight routes, and more than 300,000 activities, all of which can be seamlessly bundled together in a single booking.

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