KUALA LUMPUR: The primary motivation for Malaysian travellers continues to be rest and relaxation, with 31% strongly emphasising leisure-focused experiences, according to findings from Traveloka’s white paper entitled Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travellers.
This response is followed by 20% seeking visits to tourist attractions and 13% expressing a preference for nature-based destinations.
Traveloka president Caesar Indra said this highlights a clear preference for travel that allows local travellers to unwind, recharge, and temporarily escape the demands of daily life.
“Our data shows strong demand for natural destinations such as mountain ranges, beaches, and coastal areas, followed by destinations rich in historical and cultural experiences.
“These trends reflect a deepening desire among Malaysians to reconnect with nature and rediscover the country’s heritage, a shift that has strengthened post-pandemic,” he told SunBiz.
Traveloka data shows that Kedah (Langkawi), Penang, and Sabah remain the top domestic destinations in the first quarter of 2025.
Interest in emerging cities like Kota Bahru and Alor Setar is also growing.
Alor Setar recorded the highest number of flight bookings, followed by Kota Bahru, Langkawi, and Penang.
“At Traveloka, we see this shift as an exciting opportunity to support the diversification of Malaysia’s domestic tourism landscape.
“As travellers increasingly seek both well-known and emerging destinations, our technology-driven platform is uniquely positioned to meet these evolving preferences, providing seamless access, tailored recommendations, and attractive deals to empower Malaysians to explore more of their country,” Caesar said.
When asked how he expected the domestic tourism boom to continue, Caesar said Traveloka believes the sector will thrive in Malaysia.
However, he said sustaining this momentum requires a deliberate and data-driven approach, adding that travelers’ preferences are evolving rapidly, and tourism stakeholders must adapt accordingly.
According to the Department of Statistics Malaysia (DOSM), in Q4 2024, Malaysia recorded 66.8 million domestic visitors—a 21.4% increase year-on-year—while domestic tourism expenditure surged by 21.9% to RM29.0 billion, reflecting a strong rebound in travel and consumer spending.
To sustain this momentum, the tourism sector must remain adaptable to evolving traveller expectations.
According to Traveloka, six strategic priorities will be key to sustaining tourism growth: personalising travel experiences through AI and data analytics, encouraging travel to lesser-known destinations via dynamic pricing, and strengthening data security and transparency.
Additional focus areas include making sustainable travel options more accessible and competitively priced, offering inclusive payment solutions such as mobile wallets and cash-friendly options, and curating locally relevant packages highlighting Malaysia’s culture, natural beauty, and safety.
