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 ChoicesIn 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 TravelThe 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 Ago.