When visiting Malaysia, tourists typically head for larger cities like Kuala Lumpur and Penang. Thanks to the ongoing Visit Malaysia 2026 (VM2026) campaign, however, secondary cities have experienced a boost in tourism as well.
There was a significant increase in flight traffic to secondary cities in January 2026, compared to Q4 2025, according to new Traveloka insights.
Terengganu’s capital, Kuala Terengganu, saw an increase of 39%. Alor Setar, Kedah recorded a 38% increase, while Kota Baru, Kelantan recorded 30%.
The cities’ surge in popularity can be attributed to tourists’ growing demand for immersive cultural experiences, vibrant food trails and affordable short-haul escapes. Stronger domestic air connectivity and fresh initiatives by the government also contributed to the rise.
When it comes to Sabah, ecotourism is the main draw. There has been a +26% increase in domestic flight traffic to Sandakan and +8% to Tawau.
Tawau has also seen an 18% increase in overseas bookings, boosted by new direct flights from Hong Kong and Mainland China. Airport expansion and Tawau’s role as the gateway to Semporna and Sipadan also played a part.
The growth in the tourism sector shows that VM2026 is on track to reach its target of 43 million visitors and RM329bil in tourism revenue.
Malaysians travelling abroad continues to favour destinations like Surabaya, Medan, Jakarta, Lombok and Bali in Indonesia.
East Asia is also popular among Malaysian travellers, with Japan and South Korea leading the list. China is becoming increasingly popular as well, with Malaysians heading to cities like Guangzhou, Shanghai and Chengdu.
