According to a recent American Express Survey , 81% of travelers prioritize food experiences when choosing travel destinations. In an interesting marketing strategy, Malaysia is positioning itself as a premiere destination for food tourism, particularly targeting the global craze for durian. Capitalizing on this trend, Tourism Malaysia has introduced “Durian Tourism Packages 2024/2025,” featuring 62 unique packages from 27 local tour operators across 12 Malaysian states.
By combining visitors’ fascination with Durian with unique travel experiences, the tourism board hopes to boost the number of visitors who will choose Malaysia for their next vacation. Durian The durian, colloquially known as the “ King of Fruits ,” is a Malaysian cultural icon. The country’s climate and fertile soil create the perfect conditions for growing this fruit, making Malaysia a top producer of high-quality durian.
There are several varieties of durian, each with a slightly different taste and texture. However, the traditional durian appearance and smell are the most well-known. This movement is not just a local phenomenon.
Market researchers at Technavio expect the global durian market to grow significantly, reaching $10 billion by 2028. Tourism Packages Tourism Malaysia’s newly released “Durian Tourism Packages” highlight the native fruit and cater to all travelers through varied activities and price points. Unique offerings include excursions with durian tastings, local honey tas.