Kuala Lumpur, March 5, 2025 – Digital travel platform Agoda’s 2025 Sustainable Travel Survey reveals Malaysia as the fourth most sustainability-conscious travel market in Asia, with nearly four in five Malaysian travelers (80%) factoring sustainability into their 2025 travel plans, higher than the average for all Asian travelers combined (68%).
This survey, which engaged over 6,000 respondents across 11 Asian markets, spotlights the evolving landscape of sustainable travel in Asia, where authentic and purposeful tourism, and off-peak travel are becoming more prominent.
Community Impact Drives More Sustainable Choices
Malaysian travelers are embracing sustainability with a strong emphasis on community impact and meaningful experiences. When asked about the most important reason for traveling sustainably, over a quarter of respondents (28%) cited supporting local communities and economies as their top motivator. Meanwhile, nearly one in four travelers (24%) pointed to personal values and beliefs, while an equal share (24%) emphasised the desire for authentic and purposeful tourism. This reflects a growing movement towards travel that is not only meaningful but also enriching for both travelers and the destinations they visit.
Conscious Travel Gains Momentum Among Malaysians
The survey also found that many Malaysian travelers are making conscious choices to minimise their environmental impact, with nearly a quarter (24%) opting to travel during off-peak seasons to reduce overcrowding. Additionally, 19% choose accommodations with sustainability certifications, while 18% actively support local small-to medium-scale businesses and cultural preservation efforts.
Fabian Teja, Country Director for Malaysia and Brunei at Agoda, shared, “It’s great to see Malaysian travelers wanting to leave a positive impact, and Agoda is here to support their journey. With sustainability being a key focus of Visit Malaysia 2026, it is encouraging to see more travelers making responsible choices. 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.”
Since the recent launch of the 2025 edition, Agoda’s Eco Deals program has provided travelers with discounts of up to 15% on partner hotels across 10 Asian markets. This marks the first year of Japan and South Korea joining the Eco Deals Campaign, providing more Asia-bound travelers the opportunity to support their favorite destinations. For every Eco Deals booking, a dollar is donated to WWF conservation projects aimed at protecting wildlife and conserving critical habitats across Asia. More information can be found on www.agoda.com/ecodeals. Agoda’s offerings include over 5 million holiday properties, more than 130,000 flight routes, and over 300,000 activities, all of which can be combined in the same booking. Download Agoda’s mobile app or visit Agoda.com to discover the best deals for your next trip.
