Malaysians are expected to maintain strong travel interest even after the Hari Raya festive season, with popular destinations such as Japan and South Korea continuing to attract travellers. Increasingly, holiday decisions are being shaped by value, accessibility and meaningful travel experiences.
According to the Tourism Malaysia Malaysian Outbound and Domestic Travel Behaviour Study, the key factors influencing Malaysians’ plans for overseas holidays include the overall appeal of a destination (41.9%), affordability and staying within budget (25.5%), as well as the range of activities and experiences available (24.9%).
The study also identified several destinations that Malaysians are considering for future trips, including Japan, South Korea, Singapore, Vietnam, Indonesia, Southern Thailand, and Türkiye.
Industry observers note that travellers today evaluate affordability differently than before. Instead of focusing only on airfare prices, Malaysians now consider the overall value of a trip — including exchange rates, daily expenses, travel convenience and the quality of the experience offered at the destination. This trend is expected to become more evident after Raya, when families and groups typically begin planning mid-year or year-end holidays.
Among the destinations seeing strong demand is Japan. Data from the Japan National Tourism Organization shows Malaysian arrivals increasing from 22,042 visitors in June 2024 to 28,106 in June 2025 — a 27.5% year-on-year growth. The increase reflects continued interest in Japan, supported by its well-developed tourism infrastructure and strong travel appeal.
Travel accessibility is also improving. According to Tourism Malaysia’s Malaysia Tourism Statistics in Brief 2024, weekly flight seat capacity rose by 10.9%, helping to expand destination access for Malaysian travellers. While airline capacity alone does not drive demand, it plays a key role in enabling leisure, family and group travel.
Domestic travel figures also show strong travel momentum among Malaysians. The Department of Statistics Malaysiareported that domestic visitor trips increased by 21.7% to 260.1 million in 2024, while domestic tourism spending rose by 26.6% to RM110.3 billion. Although domestic and international travel serve different segments, the data highlights the resilience of travel demand among Malaysians.
Faeez Fadhlillah, Chief Executive Officer of Tripfez Travel & Tours, noted that travellers are becoming more strategic when selecting destinations, particularly as households and companies pay closer attention to their travel budgets.
“Travellers today look beyond ticket prices. They evaluate exchange rates, accessibility, the variety of experiences offered, and how far their travel budget can go,” he said.
He added that destinations such as Japan and South Korea continue to attract Malaysian travellers because they offer a strong combination of tourism appeal, reliable infrastructure and perceived value.
These factors are also influencing corporate and group travel, as companies gradually resume meetings, incentive trips and regional engagements while maintaining careful cost management.
“In today’s value-conscious environment, destinations that offer convenience, affordability and unique experiences will continue to stand out,” he added.
The travel outlook was among the key topics discussed during a Raya buka puasa gathering hosted by Tripfez Travel & Tours with members of the media and key opinion leaders at Seapoint TTDI yesterday evening. The event provided a platform to discuss evolving travel trends, changing consumer preferences and the recovery trajectory of both leisure and corporate travel.
As connectivity improves and travellers continue to prioritise meaningful experiences and value for money, industry players expect Malaysian outbound travel demand to remain strong throughout 2026.
