Market Insights Snapshot for Malaysia - Tourism Australia

South and South East Asia

Market Insights Snapshot for Malaysia

Market Trends

Arrival as of December 2023 recorded 175,600 arrivals with holidaymakers around 80% of these arrivals. Almost 73.2% are repeat visitors, showing that Malaysians have a high level of affinity with Australia and keep coming back to discover more.
Malaysia’s interest in Australia ranks high among our source markets, with almost one in two Malaysians keen to travel to Australia (consideration = 47%, ranking #3 of 10).
Growing FIT segments; incremental on small private group/ family focused more on unique experiences that are value for money (quality)

Buyer Snapshot

Three will be a total 22 delegates from 17 companies including: 15 Primary buyers + 1 additional + 2 Luxe buyers + 4 Platinum Club attending ATE from Malaysia
There are 3 new buyers from Malaysia:
- Paradigm Travel and AA Aviation from Kuala Lumpur: Both are new in market with experienced management focusing their business on corporate and small incentive groups.
- Lye Peng Travel from Penang: One of the key players in Penang market (secondary market in Malaysia)
- Turtle Down Under (KL) - Inbound travel operator based in Melbourne, starting from India market who have now expanded their interest to SEA and having representative in Malaysia, Indonesia and Philippines.

Consumer Trends

Australia is the third-most desired destination for Malaysian travellers. Australia appeals to Malaysians due to its safety/security, appealing climate and weather and value for money with range of accommodation options, experiences and accessibility. We are also highly associated with world-class beaches and unique local wildlife.
Malaysian travellers who have visited Australia in the past five years associate Australia with being a family-friendly destination, having good food and wine and being easy to travel to.
Sydney is the most desirable Australian destination for Malaysian travellers (chosen by half/50% of respondents), followed by Melbourne (one third/33%) and Perth (one third/33%). These cities are associated with having good value for money, a vibrant urban lifestyle with good food and drink, and being family- friendly.

^Source: CDP Market Report _Jul-Dec 23

Market Insights Snapshot for Malaysia

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RoofClimb Adelaide Oval, Adeliade, South Australia © South Australian Tourism Commission

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Surfers Paradise, Gold Coast, Queensland © Tourism and Events Queensland

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*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.