Malaysia ranks fourth in Asia for sustainable travel consciousness

Malaysia has emerged as the fourth most sustainability-conscious travel market in Asia, according to the 2025 Sustainable Travel Survey by digital travel platform Agoda. The study, which surveyed over 6,000 respondents across 11 Asian markets, found that 80% of Malaysian travelers are factoring sustainability into their 2025 travel plans—a figure significantly higher than the Asian average of 68%.

The findings reflect a broader shift towards environmentally responsible tourism in Asia, where travelers are increasingly prioritizing authentic experiences, supporting local economies, and choosing off-peak travel to minimize environmental impact.

Community Impact

Malaysians are embracing sustainability with a strong emphasis on community engagement and meaningful travel experiences. When asked about their primary motivation for traveling sustainably, 28% of respondents cited their desire to support local communities and economies.

Meanwhile, 24% pointed to personal values and beliefs, indicating a growing awareness of the environmental and social impacts of travel. An equal 24% emphasized authentic and purposeful tourism, underscoring a shift towards more immersive and ethical travel choices.

These findings align with a broader trend where Malaysian travelers seek to make their journeys more enriching—not just for themselves but also for the destinations they visit.

Travelers Opt for Conscious Travel Choices

The survey also revealed that Malaysian travelers are taking active steps to minimize their environmental footprint. Nearly a quarter (24%) of respondents prefer to travel during off-peak seasons to reduce overcrowding and lessen the strain on popular destinations.

Additionally, 19% of travelers choose accommodations with sustainability certifications, ensuring their stays align with eco-friendly standards. Another 18% actively support local small and medium-sized businesses, contributing to cultural preservation and economic growth in their travel destinations.

These conscious decisions indicate that sustainable tourism is no longer a niche preference but a mainstream consideration for many Malaysian travelers.

Agoda’s Eco Deals Program

Recognizing this shift towards sustainable travel, Agoda is actively supporting travelers in making environmentally responsible choices. Fabian Teja, Country Director for Malaysia and Brunei at Agoda, highlighted the platform’s commitment to sustainability through its Eco Deals Program.

“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,” he said.

Agoda’s Eco Deals Program offers discounts of up to 15% on partner hotels across 10 Asian markets, including newly added destinations Japan and South Korea. For every booking made through the program, Agoda donates one US dollar to WWF conservation projects, which focus on wildlife protection and habitat conservation across Asia.

Since its launch, the initiative has provided more opportunities for Asia-bound travelers to contribute to environmental conservation while enjoying affordable travel options.

Sustainable Travel on the Rise

As Malaysia gears up for Visit Malaysia 2026, the Agoda survey indicates that sustainable travel is becoming a key consideration for local travelers. From choosing eco-certified accommodations to supporting local businesses and traveling during off-peak seasons, Malaysians are increasingly making choices that benefit both the environment and local communities.

With platforms like Agoda introducing programs to incentivize responsible tourism, the future of Malaysian travel is set to become more sustainable, community-driven, and environmentally conscious.

Travelers interested in learning more about Agoda’s sustainability efforts can visit www.agoda.com/ecodeals.