[Updates by TPO Members]

Malaysia Records RM49.2 Billion in Net Tourism Revenue 

• According to the Ministry of Finance, the boom in Malaysia’s tourism industry—particularly inbound tourism—drove net tourism revenue from RM37.4 billion (approximately KRW 13.4 trillion) in 2024 to RM49.2 billion (approximately KRW 17.7 trillion) in 2025.

• Outbound tourist expenditure increased from RM57.9 billion in 2024 to RM61.4 billion in 2025; meanwhile, spending by inbound foreign tourists rose from RM95.3 billion to RM110.0 billion year-on-year

Malaysia’s Domestic Tourism Statistics Released: Visitor Numbers Up 11.5% Year-on-Year

• Malaysia recorded 290 million domestic tourists in 2025, marking an 11.5% increase compared to 230 million in the previous year. Tourism expenditure also rose by 13.3% year-on-year, reaching RM121 billion.

• Visitor numbers peaked during school holiday periods and the year-end season, with corresponding revenue increases across accommodation, food and beverage, and transportation sectors

• Additional indicators showed growth in domestic air passengers (+17.9%), fuel sales (+7.1%), and accommodation revenue (+14.7%).

• Domestic tourism is assessed to be growing steadily as a key driver of domestic economic growth.

Hotels Requested to Offer Flexible Check-In/Check-Out Times to Enable Minimum 23-Hour Guest Stays as Part of VM2026 Campaign 

• As part of the Visit Malaysia 2026 (VM2026) campaign, the Ministry of Tourism, Arts and Culture (MOTAC) has advised hotel operators to implement flexible check-in and check-out arrangements to ensure guests may remain on-property for a minimum of 23 hours (e.g., a 2:00 AM check-in would permit check-out at 1:00 AM the following day).

• The Minister of Tourism stated that such measures would enhance value-for-money for tourists and strengthen Malaysia’s hospitality competitiveness, further indicating the intention to link compliance with accommodation licensing authority under relevant ministries and local governments.

Malaysia Expands International Air Routes Ahead of Visit Malaysia 2026

• Lufthansa will launch a direct Kuala Lumpur–Frankfurt route with five weekly flights starting October 25, enhancing connectivity with the growing Southeast Asian market.

• AirAsia will resume the Kuala Lumpur–Wuhan route on May 22 with four weekly flights, after its suspension in 2020.

• The Ministry of Transport announced plans to introduce two additional routes at Kota Kinabalu International Airport—Chongqing (launched in March) and Jeddah (under consideration within the year).

• At Penang International Airport, AirAsia began operating the Penang–Phuket route (four weekly flights) on March 13, while Qingdao Airlines launched the Penang–Qingdao route on March 31. Chongqing Airlines is also scheduled to begin operating the Penang–Chongqing route in April.

• In addition, Xiamen Airlines has been operating daily flights between Kuala Lumpur and Nanjing since March.

ㅇ Flight Cancellations Attributable to Middle East Conflict; Malaysia Expected to Benefit as Safe Muslim-Friendly Destination

While the Middle East conflict has caused flight cancellations and other disruptions, Malaysia’s tourism industry anticipates that visitor diversification will keep the overall impact at a manageable level.

MATTA (Malaysian Association of Tour and Travel Agents) noted that travellers have adopted a cautious wait-and-see approach amid flight disruptions; however, Malaysia continues to be regarded by Middle Eastern Muslim tourists as a safe and Muslim-friendly destination. The industry views this segment as high-spending travellers who tend to extend stays for family trips, with particular significance during the Middle Eastern summer holiday and school break period (16–19 March).

• Analysts assessed that increased arrivals from China, India, and ASEAN member states—particularly Singapore, Indonesia, and Thailand—can offset the resultant shortfall.

• MITA (Malaysia Inbound Tourism Association) observed that mid-March coincides with the Iranian New Year, a peak travel period, but noted that the absence of available flights has led to cancellations; should the conflict be protracted, arrivals from Europe, the United States, and Africa are projected to be adversely affected.

• MATTA further noted that while the geopolitical situation may impact the travel industry, tourists will continue to seek safe destinations and Southeast Asian countries stand to benefit from appropriate market positioning—citing Malaysia’s experience of attracting Middle Eastern tourists in the aftermath of the 9/11 attacks as a relevant precedent.

Johor Bahru Designates Zero-Waste Zone in Key Tourist Areas

• Johor Bahru has announced plans to designate a 3 km radius within its core tourism district as a zero-waste zone.

• The initiative reflects growing demand for hygiene and cleanliness among tourists. Measures include intensive cleaning using water jet systems, introduction of new equipment, regular maintenance, replacement of approximately 20,000 waste bins, 24-hour deployment of cleaning personnel, and immediate waste collection through active monitoring.

Maybank Partners with Tourism Malaysia to Support Visit Malaysia 2026

• Maybank has launched a regional card showcase campaign in partnership with Tourism Malaysia as part of the Visit Malaysia 2026 initiative.

• Through this campaign, Maybank cardholders can enjoy over 700 benefits across transportation, accommodation, dining, and attractions.

• Leveraging its strong regional presence in countries such as Singapore, Indonesia, the Philippines, Cambodia, Brunei, and Malaysia, Maybank aims to differentiate the campaign through cross-border reach. The bank also plans to launch a dedicated Visit Malaysia website to help users easily access promotional offers and travel information.

————————-

Source: Malaysia Tourism Market Trends Issued March 2026 from KTO Data Lab

* This document was translated with AI assistance and reviewed for accuracy.​