New Delhi, March 18, 2026: India has emerged as one of the leading markets in Asia for sustainable travel, ranking third with 88% of travellers prioritising sustainability when choosing travel options, according to Agoda’s 2026 Sustainable Travel Survey.
The survey, conducted across eight Asian markets, highlights a growing shift in travel preferences, with sustainability becoming a key consideration for travellers in the region. Thailand (95%) and Indonesia (93%) ranked ahead of India, while Malaysia (88%) and Taiwan (83%) completed the top five.
The findings also indicate long-term momentum, with 90% of Indian respondents stating that sustainable travel will remain important to them over the next three years.
Community Impact Drives Travel Choices
The survey found that Indian travellers increasingly associate sustainability with tangible community benefits. Around 39% of respondents identified ensuring that travel spending benefits local communities as the most important outcome of sustainable travel. This was followed by preservation of natural landscapes and wildlife (33%) and building a deeper connection with destinations (16%).
This shift suggests that sustainability is no longer viewed solely as an environmental concern but as a broader concept encompassing economic and social impact.
Demand for Responsible Travel Experiences
Indian travellers are also showing strong interest in experiences that combine leisure with positive impact. About 35% prefer tours and activities that support the environment and local communities, while 31% favour programmes that allow them to contribute directly to conservation or community initiatives.
Interest in low-impact transportation (18%) and sustainability-certified accommodations (16%) further reflects a growing demand for end-to-end sustainable travel options.
Tourism Seen as a Driver of Local Economies
More than half of Indian respondents (53%) believe that responsibly managed tourism contributes significantly to local economic growth, while 16% highlighted its role in preserving local culture and traditions.
Gaurav Malik, Country Director, Indian Subcontinent & Indian Ocean Islands at Agoda, said, “Indian travellers are becoming increasingly conscious about the impact their journeys have on destinations and communities. What we are seeing today is a shift from sustainability being viewed purely through an environmental lens to a broader understanding that includes supporting local economies, protecting cultural heritage, and traveling more thoughtfully. At Agoda, initiatives such as our Eco Deals program are designed to make it easier for travellers to turn these intentions into action, allowing them to enjoy great value on their stays while also contributing to wildlife conservation and habitat protection efforts across destinations in Asia.”
Agoda’s Eco Deals programme, in partnership with the World Wide Fund for Nature (WWF), supports conservation efforts across 10 markets. The initiative offers travellers discounts of up to 15% while contributing US$1 per booking towards WWF projects, with a total funding commitment of US$1.5 million this year.
The survey underscores a broader trend of purpose-driven travel, where travellers increasingly seek experiences that benefit both destinations and communities.
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