Saturday, September 21, 2024 In Q2 2024, Selangor , Kuala Lumpur, Sarawak, and Pahang collectively recorded over 64.8 million domestic tourists, reflecting a 23.8% growth compared to the same period in 2023.
This surge in domestic travel is driven largely by the increasing popularity of Halal tourism, catering to Muslim-friendly experiences , dining, and accommodations. The rise in domestic tourism also highlights Malaysia ’s successful efforts to promote local destinations and cater to diverse travel interests. Selangor and Kuala Lumpur, in particular , continue to lead the way in attracting tourists, further boosting the country’s tourism economy.
Malaysia’s tourism sector experienced a significant surge in domestic travel during the second quarter (Q2) of 2024, with a remarkable 64.8 million domestic tourists recorded. This reflects a 23.
8% increase compared to the same period in 2023. The rise in domestic tourism is not only an indicator of Malaysians’ renewed interest in exploring their own country, but also highlights the critical role domestic tourism plays in boosting Malaysia’s economy and supporting its recovery in a post-pandemic world. In tandem with this growth, domestic tourism expenditure saw an impressive 28.
6% rise, reaching a total of RM28.1 billion. This increase was driven primarily by three key sectors: shopping, food and beverages, and accommodation.
Tourists spent more as they traveled more, demonstrating a positive shift in consumer confidence and the economy’s broader recovery. The surge in domestic tourism was most notable in key regions such as Selangor, Kuala Lumpur, Sarawak, and Pahang, which led in tourism receipts. These regions are not only economic and cultural hubs, but they also offer a variety of experiences that cater to different types of tourists—from urban explorers and shoppers to nature lovers and adventurers.
Selangor’s diverse attractions, including its bustling cities and proximity to Kuala Lumpur, have made it a top destination for domestic travelers. Selangor is a shopping haven, with major malls like 1 Utama and Sunway Pyramid attracting hordes of tourists looking for retail therapy. Additionally, Selangor’s blend of urban sophistication and rural landscapes offers a rich cultural and recreational experience.
From exploring Kuala Selangor’s Firefly Park to visiting iconic cultural landmarks like Batu Caves, Selangor provides a varied travel experience that appeals to both families and solo adventurers. The economic benefits of this tourism boom are evident in the state’s ability to attract domestic travelers, contributing to local businesses and the hospitality industry. Many travelers also choose Selangor for weekend getaways, thanks to its wide range of resorts and eco-tourism destinations, which offer relaxing retreats close to urban centers.
Kuala Lumpur, the capital city, remains a top destination for domestic travelers, with a significant portion of the tourism expenditure funneling into its shopping centers, hotels, and restaurants. Known for its vibrant city life, Kuala Lumpur boasts attractions such as the Petronas Towers , Bukit Bintang , and the cultural enclave of Chinatown . Kuala Lumpur’s appeal lies in its fusion of modern amenities with rich historical and cultural offerings.
Local tourists are drawn to the capital not only for its shopping and nightlife but also for its growing reputation as a culinary hub. With a variety of dining options, from fine dining restaurants to bustling street food stalls, food and beverage spending is a major contributor to the city’s tourism receipts. On the island of Borneo, Sarawak offers a completely different experience for domestic travelers.
Known for its natural wonders, including the Gunung Mulu National Park (a UNESCO World Heritage site), Bako National Park , and the Sarawak Cultural Village , this region appeals to eco-tourists and culture enthusiasts alike. The state has seen a surge in demand for nature-based tourism, as travelers increasingly seek out opportunities to reconnect with nature and escape the busy city life. Sarawak’s focus on promoting its indigenous cultures, wildlife, and natural landscapes has positioned it as a top destination for those seeking outdoor adventures and authentic cultural experiences.
The region’s unique offerings, coupled with an increased interest in sustainable and eco-friendly travel, have made it a key contributor to Malaysia’s domestic tourism growth. Pahang , home to popular destinations such as Genting Highlands , Cameron Highlands , and Taman Negara , has long been a favorite for both nature lovers and adventure seekers. The state’s cool climate, vast tea plantations, and natural parks offer a welcome respite from the tropical heat and provide an ideal setting for family vacations, hiking expeditions, and jungle adventures.
Genting Highlands, in particular, continues to attract visitors with its integrated resort complex, offering entertainment, shopping, and dining in one location. Meanwhile, Cameron Highlands remains a draw for those looking to escape to a cooler climate and enjoy scenic vistas of tea plantations and strawberry farms. Domestic tourism expenditure has risen alongside the growing number of tourists, with an increase of 28.
6% recorded in Q2 of 2024. This expenditure, estimated at RM28.1 billion , is driven by increased spending in shopping, food and beverages, and accommodation.
Each of these sectors has benefited from a resurgence of domestic travel, particularly in urban and tourist hotspots. Shopping remains one of the biggest drivers of domestic tourism expenditure in Malaysia. With an extensive range of shopping malls, from high-end luxury outlets to local markets, Malaysia caters to all types of shoppers.
Key shopping destinations like Pavilion KL , Suria KLCC , and Mid Valley Megamall are magnets for both domestic and international visitors. The demand for local goods, artisanal crafts, and clothing has helped boost tourism receipts, particularly in cities like Kuala Lumpur and Penang. Food and beverages are another major contributor to tourism spending.
Malaysia’s reputation as a food haven continues to grow, with domestic tourists seeking out diverse culinary experiences, from traditional hawker fare to gourmet dining. Cities like Kuala Lumpur, Penang, and Ipoh are famous for their street food scenes, while other regions such as the East Coast offer rich Malay culinary traditions that attract food-loving travelers. The accommodation sector has also seen a significant boost, with both luxury hotels and mid-range resorts enjoying higher occupancy rates as a result of increased domestic travel.
Regions such as Langkawi, Penang, and the East Coast have seen demand for beachfront resorts and eco-retreats rise, while city hotels in Kuala Lumpur and Johor Bahru benefit from business and leisure travel. Luxury accommodations near key travel hubs, particularly around Nadi International Airport, provide travelers with the convenience of staying close to departure points while offering upscale amenities. These staging posts, designed for pre- and post-trip stays, give travelers a taste of Fijian luxury before they embark on more remote island experiences.
The domestic tourism boom in Q2 2024 marks a positive outlook for Malaysia’s travel sector, with rising numbers of tourists indicating a steady recovery from the pandemic’s impact. However, this growth also highlights the need for continued investment in sustainable tourism infrastructure and strategies to maintain momentum. As more Malaysians choose to explore their own country, destinations across the archipelago must focus on providing quality experiences that balance accessibility with sustainability.
With regions like Selangor, Kuala Lumpur, Sarawak, and Pahang leading the way, Malaysia is well-positioned to continue capitalizing on the growing trend of domestic travel in the months ahead. Malaysia has been actively enhancing its appeal as a premier global tourist destination by introducing a series of visa-free initiatives and fostering robust tourism strategies. With visa-free access now available for 134 to 183 countries, the nation is positioning itself as an attractive destination for travelers from around the world.
These measures are expected to play a key role in helping Malaysia achieve its ambitious goal of welcoming 27.3 million foreign tourists in 2024 . Malaysia has introduced visa-free access for travelers from 134 countries, further extending its hospitality and ease of entry to 183 countries in total.
This expansion is part of the country’s effort to streamline travel for global visitors, making it more convenient for them to explore Malaysia’s diverse landscapes, rich culture, and world-class attractions. By offering visa-free entry, Malaysia aims to enhance the traveler experience while boosting its tourism sector. The decision to ease travel restrictions has been met with enthusiasm from travel enthusiasts and industry experts alike, with predictions of significant increases in tourist arrivals as a result.
Looking ahead, Malaysia is projecting a major boost in foreign tourist arrivals. In 2024, the country expects 27.3 million tourists, a substantial rise that indicates the growing popularity of Malaysia as a global destination.
This projection aligns with the government’s ongoing efforts to market the country’s unique cultural experiences, natural beauty, and modern infrastructure to international travelers. The tourism sector’s strong rebound post-pandemic reflects the effectiveness of Malaysia’s strategies in attracting both leisure and business travelers. Malaysia has also become a prime destination for Gen Z travelers , known for seeking immersive cultural experiences, adventure, and sustainable travel options.
The country’s appeal to this demographic lies in its diverse offerings, from the cosmopolitan allure of Kuala Lumpur to the pristine beaches of Langkawi and the rich heritage of Penang and Malacca. Gen Z travelers are drawn to Malaysia’s affordability, vibrant street food culture, and accessible nature tourism, which includes tropical rainforests, mountains, and coral reefs. Malaysia’s growing focus on eco-tourism and digital conveniences also resonates with tech-savvy young travelers.
Malaysia is set to further consolidate its leadership in regional tourism by hosting the ASEAN Tourism Forum 2025 . This major event will bring together tourism leaders and stakeholders from across Southeast Asia to discuss trends, challenges, and opportunities in the regional tourism landscape. Malaysia’s role as the host of this prestigious forum underscores its growing influence and importance in the ASEAN tourism sector.
Moreover, 80% of Malaysia’s tourist arrivals currently come from the ASEAN region, reflecting strong regional ties and the country’s popularity among neighboring nations. Malaysia’s accessibility, shared cultural connections, and vibrant tourism offerings make it a key destination for travelers from Indonesia, Singapore, Thailand, and beyond. As Malaysia continues to grow its tourism industry, it recently surpassed Sri Lanka by attracting an additional 700,000 tourists .
This achievement highlights Malaysia’s strategic efforts to remain competitive in the global tourism market. By focusing on expanding connectivity, providing visa-free access, and enhancing its tourism infrastructure, Malaysia is well on its way to achieving its tourism goals for 2024 and beyond..
