Sustainable travel is no longer just an ethical choice – it’s a business imperative and a rising opportunity in the global tourism industry. In Asia Pacific (APAC), where travel habits are as diverse as the region itself, this opportunity comes with unique challenges and responsibilities.
Recent research estimates that the global sustainable tourism market value will rise at a compound annual growth rate of 23.8% between 2024 and 2034, reaching nearly US$12.82 trillion by the end of 2034. However, achieving this growth requires more than meeting demand; it demands driving real, lasting change.
As GSTC collaborates with partners worldwide to establish and promote credible sustainability standards, we have seen firsthand how regional nuances influence the success of these efforts. APAC exemplifies this complexity, with cultural, economic, and infrastructural factors shaping sustainable travel preferences and behaviors.
To create effective sustainability initiatives, travel brands must understand and embrace these complexities.
Sustainability in APAC: a Study of Contrasts
A recent study of nearly 12,000 respondents across nine APAC countries by Southeast Asia’s leading travel platform Traveloka, GSTC Platinum Sponsor, offers valuable insights into the region’s attitudes toward sustainable travel. The findings reveal both promising trends and significant barriers.
The study revealed that sustainable travel resonates strongly in many APAC markets, with over 80% of respondents across the region indicating they would choose sustainable options if available.
However, there’s a notable difference in how these preferences play out across individual countries.
In countries like India, Indonesia, Thailand, and Vietnam, sustainable travel enjoys widespread support. Notably, 86% of Indonesian travelers are open to sustainable travel options, with 36% actively seeking them out – the highest in the region.
In contrast, developed markets like Singapore, Australia, and Japan show significantly lower adoption rates. Around 40% of Australians and 37% of Japanese travelers say they do not really opt for sustainable options, often citing cost and limited availability as key barriers.
Across the region, cost is consistently identified as the biggest impediment. For instance, 38% of Singaporean travelers and 36% of Australians pointed to the high cost of sustainable options as the top deterrent.
A lack of awareness and accessibility further complicates adoption, particularly in markets where eco-friendly accommodations and services are harder to find.
For instance, 31% of Japanese travelers said they do not know where to look for sustainable options.
These findings underline the importance of tailored strategies and a signal that brands need to offer sustainable options that are both affordable and accessible.
Tailoring strategies for sustainable travel
At GSTC, we believe in the transformative potential of sustainable travel, but we also know that meaningful change requires action on multiple fronts. Often, a brand that adopts a one-size-fits-all approach and offers only generic “sustainable” packages and products will not find results in APAC’s diverse landscape. Instead, Traveloka’s study clearly shows that travel brands must consider local nuances and their target audiences when crafting sustainable travel offerings.
Five practical strategies are suggested below for travel brands to improve the sustainability of the travel landscape across APAC:
- Make sustainable options affordable. Price sensitivity is a defining characteristic of APAC travelers. Instead of seeing sustainable travel as a “luxury” or an opportunity to charge more, brands should offer competitive pricing for sustainable options. This may include discounted eco-friendly tours or carbon-neutral hotel stays, can help bridge the gap between intent and action.
- Increase accessibility to sustainable options. Many travelers are willing to choose sustainable options but struggle to find them. Partnering with local eco-certification bodies and promoting green accommodations or transport options on booking platforms can significantly enhance visibility. On the Traveloka platform, for instance, users can look out for GSTC-certified accommodations.
- Educate and inspire action. Awareness campaigns highlighting the benefits of sustainable travel – both environmental and cultural – can encourage adoption. For example, showcasing how staying at an eco-lodge supports local communities can resonate with travelers in markets like Thailand and Vietnam.
- Localize offerings to become unique experiences. Tailor sustainability initiatives to reflect local priorities. For instance, Traveloka’s research shows that Indonesian travelers prioritize nature-based experiences, so promoting eco-friendly treks or beach clean-up packages may be more effective than generic green travel campaigns.
- Leverage technology to shape behaviour. Integrating sustainable travel options into digital platforms makes choosing green options seamless. Highlighting sustainable certified hotels or enabling carbon-offset purchases during booking can nudge travelers toward sustainable choices.
A path forward for APAC travel brands
Demand for eco-friendly travel is growing, and brands that embrace tailored, innovative approaches will position themselves as leaders in the APAC market.
The key to success lies in addressing the region’s diversity. By understanding local barriers and preferences, travel companies can create meaningful solutions that make sustainability not just an option but a compelling choice for travelers.
At GSTC collaboration is essential, thats why we work closer together, partnering with stakeholders across industries and regions, to boost the adoption of global standards for sustainability in travel and tourism.
Explore more insights from the Traveloka study and download the full whitepaper here.
*Note: We use the term “GSTC-certified” as shorthand for “certified by a Certification Body that is GSTC-accredited”
