Markets
Market insights snapshot - Malaysia
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the Malaysia market.
Market trends
- For the year ending November 2024, Malaysia visitor arrivals were at 203K with total 165K leisure arrival (50 per cent holiday, 32 per cent VFR). As of the year end September 2024, 84 per cent are repeat visitors, with 78 per cent Holiday visitors. Total spend reached 901 million, with an average spend per trip at $4,964
- Malaysia’s interest in Australia ranks high among our source markets, with almost one in two Malaysians keen to travel to Australia. Consideration at 47 per cent, ranking of four out of 10.
- The top factors driving destination decisions for Malaysians are how easy the destination is to get to, value for money, safety/security and if the destination is family friendly.
Buyer snapshot
- There will be delegates from 15 companies including: 15 Primary buyers, 1 additional and 1 Luxe buyer. As well as a Platinum Club buyer attending ATE25 from Malaysia. This includes three new buyers.
- Enjoy Holiday from Johor Bahru: One of the key players in Johor Bahru market (secondary market in Malaysia). Cater for small group departures
- VL Vacation from Kuala Lumpur: New in market with experienced management focusing their business on small private groups. Good connection and strength working with key opinion leaders/influencers to promote their products.
- GoLuxury.Travel from Kuala Lumpur: New Luxe buyer, a luxe brand under Capricorn Travel Services focuses on intelligent luxury, where they cater for packages emphasis travel experiences that immerse their clients in a different culture with touches of style and luxury.
Consumer trends
- Japan and South Korea are Australia’s main competitors in the Malaysian market, follow by China with the Visa free policy and broad inspiration contents by influencers via social media.
- When deciding the best time to travel, Malaysians mostly were influenced by good deals/promotions, weather conditions at the destination, social media and word of mouth are key considerations.
- Majority of Malaysians book directly with airlines and hotels followed by online travel agents for their outbound travel.
- Malaysian travellers think ahead for travel, with three quarters suggesting that every or most details of their trips are planned in advance.
- Malaysian associate Australia relatively strongly with all the drivers, the highest associations being with interesting wildlife, and world-class beaches/coastlines.
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