Markets
Market insights snapshot - Malaysia
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the Malaysia market.
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
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