The New Era of Travel in the Asia-Pacific Region
The way we explore the world is undergoing a seismic shift. According to the 11th annual Travel & Sustainability Report by Booking.com, travelers in the Asia-Pacific (APAC) region are no longer just looking for the next great photo opportunity—they are actively redesigning their journeys to align with the planet’s health and their own well-being.
Based on a comprehensive survey of 32,500 travelers across 35 global markets, the findings reveal a profound change in behavior: a move away from peak-season chaos and a heightened awareness of environmental risks.
Climate Change: The Ultimate Trip Planner
Extreme weather is no longer a distant threat; it is a primary factor in destination selection. In the APAC region, the impact is particularly visible. A staggering 44% of travelers reported canceling or altering their travel plans in the last 12 months due to natural disasters or extreme weather events.
The anxiety surrounding unpredictable weather is palpable:
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- 74% of APAC travelers actively avoid destinations known for extreme weather.
- 68% describe the booking process as stressful due to weather uncertainty.
- 64% find it increasingly difficult to determine the ideal time to travel.
Fighting Overtourism: Seeking Quiet and Cool
Beyond the weather, the “crowd factor” is driving a new trend of de-tourism. Travelers are consciously choosing to avoid overcrowded hotspots to reduce their environmental footprint and improve their personal experience.
Key insights into these shifting preferences include:
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- 40% of APAC travelers are intentionally avoiding overcrowded tourist destinations.
- 28% are seeking out “cooler” destinations to escape rising temperatures.
- 36% of those opting for quieter locations explicitly state they want to avoid contributing to overtourism.
A Generational Divide in Sustainability
While the desire for sustainable travel is widespread, there is a clear generational gap in how strongly this is felt. In the APAC region, 88% of travelers across all ages agree that sustainability is important, but the urgency varies by age group:
| Generation | Commitment to Sustainable Travel |
|---|---|
| Gen Z | 80% |
| Millennials | 76% |
| Gen X | 68% |
| Boomers | 48% |
The Path Forward: Certified Sustainability
This shift in mindset is translating into real-world action. Danielle D’Silva, Booking.com’s Director of Sustainability, emphasizes that adapting to extreme weather and avoiding crowds have become “norms at all ages.”
The market is responding accordingly. In 2025, travelers booked 100 million room nights at properties holding third-party sustainability certifications, proving that the modern traveler is willing to vote with their wallet for a greener future. For more information on how to travel responsibly, the UN World Tourism Organization (UNWTO) provides excellent guidelines on sustainable tourism development.
