There is a growing trend of eating out in Malaysia, which is seen as a way of spending quality time with family and friends. The same could be said of travelling as it is perceived as a way to spend time together with loved ones.
Malaysia’s tourism industry has been heavily impacted by digitisation. Most notably, the e-Visa programme for selected countries, which started in 2016, has proved a success.
Malaysian tourists remained cautious with their spending when travelling in 2019, with this benefiting budget and low cost operators. Over the review period, Malaysia’s airline industry saw low cost carriers register strong double-digit growth in both passengers and value sales, while scheduled airlines reduced their fares in order to maintain passenger numbers.
Faced with slowing growth due to competition from international online travel agencies, many traditional intermediaries have reinvented themselves and launched more creative tourism products to remain competitive. Other than leveraging digital platforms to create an online presence, they are launching relevant and fashionable travel products tailored to the needs and demands of locals.
With an optimistic outlook for the economy and a stable political climate, tourism in Malaysia is expected to deliver a strong performance over the forecast period. In order to support the anticipated influx of international visitors following the Visit Malaysia 2020 campaign, there are various projects and developments in the pipeline.
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Discover the latest market trends and uncover sources of future market growth for the Travel industry in Malaysia with research from Euromonitor's team of in-country analysts.
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