Malaysians Love Food Travel
Trip.com Group’s latest report on Malaysia highlights the key shifts shaping the future of travel, from food-inspired tourism and media-driven exploration to immersive experiences that resonate with Malaysian travelers.
Malaysians are food-driven travellers, with 78% prioritising food festivals, followed closely by restaurants with unique or scenic views and hotel dining. Malaysian tourists show lower interest in molecular gastronomy workshops and wine and beer tasting, but seek authentic local food experiences that highlight Malaysia’s rich culinary heritage.
Malaysian travellers are particularly drawn to food festivals, with Gen Z and Millennials leading the way. This aligns with the country’s thriving food scene, where events like the Penang International Food Festival and Sabah Food Festival attract both local and international visitors.
To cater to this demand, Trip.com Group’s Trip.Gourmet offers curated food guides, restaurant reservations, and exclusive culinary experiences, giving Malaysian travellers access to over 50,000 restaurants across 300 cities. With a rising appetite for immersive food tourism, Trip.Gourmet enhances global culinary exploration, from street food to fine dining.
A remarkable 91% of Malaysians say their travel decisions are influenced by movies, TV shows, and digital content, the highest percentage in the Asia-Pacific region. Popular Malaysian media inspirations include ‘Jalan-Jalan Cari Makan’, a well-loved local food series that drives culinary travel across Malaysia and beyond, Korean variety shows like ‘Running Man’, and Western action films like ‘Titanic’ and ‘Mission Impossible’.
This “set-jetting” trend aligns with Malaysia’s strong entertainment consumption patterns, reinforcing the power of media in shaping travel trends. Cruise tourism is gaining momentum among Malaysian travellers, with scenic sea views and fresh ocean air being key motivators. Other driving factors include unique destinations, all-inclusive packages, and wellness and spa options.
Trip.com Group is expanding its cruise offerings with leading global partners, offering seamless booking experiences for Malaysian travellers. Entertainment-driven travel is set to soar, with concerts and sporting events becoming major travel motivators in 2025. Following the global phenomenon of Taylor Swift’s Eras Tour in 2024, nearly two-thirds of travellers now plan to organise trips around live events.
In 2024, sports tourism was driven by marquee events such as the UEFA Euro. Now in 2025, football remains the top choice for live sports travel, followed closely by basketball and the ever-growing popularity of Formula 1. Enthusiasts are not just attending these events but seeking destinations that offer complementary experiences, such as exploring local landmarks and culinary hotspots in between match schedules or race weekends.
In 2025, entertainment travel is poised to become even more immersive, with fans blending cultural exploration with their passion for live events. This growing demand signals a shift toward more experience-oriented travel, where the thrill of a concert or sporting event becomes the centrepiece of a memorable journey.
Malaysia ranks second in the Asia-Pacific in social media influence on travel, with 62% of Malaysian travellers booking trips inspired by viral content. Top destinations influenced by social media for Malaysians include Bali, Tokyo, and Seoul. Platforms like TikTok, Instagram, and social sharing features are transforming how Malaysians discover and plan their travels.
Malaysian travellers are increasingly seeking unique, immersive experiences, including underwater hotel stays, dark sky stargazing trips, and cultural immersion stays. The rise of AI-powered personalisation and sustainable travel will shape the next phase of the industry. Travelers are increasingly prioritising journeys that reflect their values, including cultural preservation and environmental protection.