PUTRAJAYA: Domestic holidays are being touted as the quickest way to support the tourism sector while giving Malaysians fresh reasons to explore their own backyard.
Tourism Malaysia is now doubling down on the home market with director-general Mohd Amirul Rizal Abdul Rahim (pic) saying local travel is a key pillar of the tourism ecosystem which has kept the industry afloat.
“Domestic tourism keeps the wheels turning, supports our operators and helps stabilise the sector when international markets face headwinds,” he said.
Latest data showed that Malaysia recorded 290.1 million domestic visitors compared with 260.1 million in 2024, an 11.5% growth.
Domestic tourism expenditure rose 13.3% year-on-year to RM121bil in 2025 from RM106.7bil in 2024.
On the inbound side, tourism spending was driven largely by shopping, passenger transport and accommodation, with tourists contributing more than 96% of total inbound expenditure.
Mohd Amirul said Tourism Malaysia wanted to see Malaysians travelling throughout the year, rather than only during festive breaks and school holidays.
He cited events such as the recent Rain Rave in Kuala Lumpur, where domestic turnout was “very strong”, giving a boost to hotels, eateries and transport operators even though locals spend less per head than foreign visitors.
Over three nights, about 40% of Rain Rave’s crowd were international tourists.
Tourism Malaysia is also placing greater emphasis on ecotourism, cultural and heritage experiences, wellness travel and community-based products.
Domestic tourism, said Mohd Amirul, is about more than filling rooms – it is about giving Malaysians a reason to reconnect with their own country.
In line with the UN Sustainable Development Goals, the agency is expanding sustainable and ecotourism offerings.
These include rainforest excursions, nature-based activities and rural experiences in lesser-known destinations such as the Royal Belum state park, as well as interior regions of Sabah and Sarawak.
The Malaysian Homestay Experience Programme (PPHM) under the Tourism, Arts and Culture Ministry now has more than 3,500 registered operators, giving visitors a chance to “live like a local” through farming, traditional cooking and cultural activities.
Complementing this is the Desa Kirana initiative, which highlights selected rural villages as signature experiential destinations.
Tourism Malaysia is also pushing deeper into culture and heritage, especially along the east coast states of Kelantan, Terengganu and Pahang, often described as the “Cradle of Malay Culture”.
Travellers can try wau-making, batik drawing, traditional performances and distinctive local cuisine.
Meanwhile, cities like George Town and Melaka, and archaeo-tourism sites such as Lenggong Valley in Perak, are being packaged into wider heritage trails.
To get more Malaysians to explore their own backyard, Tourism Malaysia is working with industry players on thematic, affordable packages – from family staycations and east coast diving to wellness retreats and agro-tourism that mix city, rural and nature-based stays.
These efforts are backed by the RM1,000 domestic tourism tax relief and the “2026 Malaysia Surreal Experience” campaign on www.malaysia.travel.
