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Sustainable travel survey: Japan, Singapore, Korea top of the class

Agoda releases survey findings at start of Eco Deals campaign.

BANGKOK, THAILAND – Japan is receiving global recognition for its sustainability and conservation efforts. The land of the rising sun is the top pick of respondents in Agoda’s Sustainable Impact Survey 2023 when asked to name countries that do well in terms of sustainability and conservation efforts. Japan is followed by Singapore and South Korea. The publication of the survey findings marks the start of Agoda’s Eco Deals campaign, which aims to raise USD 250,000 for WWF initiatives in Asia.

Over thirteen thousand respondents from more than ten countries took part in the Sustainable Impact Survey 2023. When ranking countries based on their sustainability efforts, respondents were appreciative of their home countries’ conservation measures: on average, participants from all countries placed their nation within their top three.

Seven out of eleven markets even gave their home country the highest rating, namely India, Thailand, Vietnam, Australia, Korea, Indonesia, and Japan. In addition to ranking Thailand as number one, Thai people recognized the conservation efforts made by Japan (2nd) and Singapore (3rd).

‘Sustainability on travelers’ minds’

“Sustainability is clearly on travelers’ minds, with many aware of the environmental measures being taken in their home country as well abroad,” said Enric Casals, Vice-President Southeast Asia and Oceania at Agoda. “In addition, travelers are looking for ways to minimize their ecological footprints while making a positive impact on the places they visit. Agoda’s Eco Deals program aims to facilitate this movement by giving travelers the opportunity to support conservation initiatives simply by booking an Eco Deal accommodation.”

Eco Deals campaign aims to raise USD 250,000 for WFF initiatives.

This year, accommodations from Thailand, Vietnam, Cambodia, and India join Indonesia, Malaysia, Singapore, Philippines from the 2022 campaign to participate in the $250,000 USD donation from Agoda. These donations will fund marine and wildlife conservation programs in the participating markets, ranging from prevention of wildlife trade trafficking in Singapore, restoring deforested areas in Indonesia, and supporting elephant conservation in Thailand.

Travelers can participate in the Eco Deals campaign or by booking properties that showcase the Eco Deals badge on Agoda’s website or app. For each booking, Agoda donates a dollar to the WWF initiatives, and travelers enjoy a discount of up to 15%. The campaign runs until 2 September 2023, or before if the target amount of 250,000 USD is raised.

Agoda Sustainable Impact Survey 2023
Top three eco-friendly destinations according to market
Market #1 #2 #3
Singapore Japan Singapore Australia
Japan Japan Australia Singapore
Korea Korea Australia Singapore
Thailand Thailand Japan Singapore
Indonesia Indonesia Japan Singapore
Taiwan Japan Taiwan Singapore
Australia Australia Japan Singapore
Viet Nam Viet Nam Japan Singapore
India India Japan Singapore
Philippines Japan Philippines Singapore
Malaysia Japan Singapore Malaysia

About Agoda’s Sustainable Destinations Survey 2023
All figures, unless otherwise stated, are from YouGov Singapore PTE Limited. Total sample size was 13,137 adults in 11 markets: Singapore, Japan, Korea, Thailand, Indonesia, Taiwan, Australia, Vietnam, India, Philippines, and Malaysia. Fieldwork was undertaken between 24 February 2023 and 6 March 2023. The figures have been weighed and are representative of adults in the respective countries (aged 18+).

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