Key facts
- Visits to family and friends made up 44% of domestic travel in Malaysia in Q2.
- Shopping accounted for 21.6% of domestic travel, and holidays for 13%.
- The proportion of domestic travel for visiting relatives and friends was 35.6% last year.
- The average length of stay for domestic travelers rose from 2.49 nights in 2024 to 2.56 nights last year.
Malaysians are prioritizing visits to family and friends over other travel purposes, with these visits accounting for 44% of domestic travel in the second quarter of this year. This figure is higher than the 35.6% recorded last year, according to data from the Statistics Department.
Shopping and holidays accounted for 21.6% and 13% of domestic travel, respectively. The dominance of family-related travel presents opportunities for accommodation providers, particularly those located near residential areas. Dr Sri Ganesh Michiel, president of the Malaysia Budget and Business Hotel Association, noted that budget hotels can cater to these travelers with competitive rates and convenient locations.
He also suggested that hotels need greater flexibility for shorter stays and family gatherings, and that tourism infrastructure in smaller districts should be improved. Malaysian Association of Hotels president Datin Christina Toh mentioned that social media has helped popularize lesser-known attractions, encouraging visitors to explore surrounding areas during their hometown visits.
Nigel Wong, president of the Malaysian Association of Tour and Travel Agents, believes travel agents can leverage family visits into broader tourism experiences. He cited the increase in average length of stay from 2.49 nights in 2024 to 2.56 nights last year as an indication that travelers could be encouraged to spend more time at their destinations. Travel agents can offer add-on experiences like food trails, shopping excursions, and heritage walks to encourage visitors to engage more with the local economy.