Asians' love affair with durian, the pungent "King of Fruits," is driving a new trend in Malaysian tourism. Recognising this passion, Tourism Malaysia has launched a series of packages centred around this divisive delicacy.
The tourism body has introduced "Durian Tourism Packages 2024/2025," a publication featuring 62 packages from 27 local tour operators across 12 Malaysian states. These offerings combine durian-centric experiences with various activities, catering to the growing interest in food tourism.
Akbal Setia, vice president of Tourism Malaysia, Americas, commented on the trend: "Durian tourism thrives in Malaysia, particularly during the harvest season from late May to August. This trend underscores the fruit's allure and cultural importance, with the new Tourism Malaysia packages offering visitors a unique opportunity to immerse themselves in local traditions."
The packages range from day trips for local durian tasting to multi-day tours that include activities like glamping, hot spring relaxation, and cultural sightseeing alongside durian experiences.
This initiative aligns with broader trends in food tourism. An American Express Survey found that 81% of respondents prioritise food experiences while travelling abroad.
Furthermore, Technavio projects significant growth in the global durian fruit market, estimating it will reach US$10.57 billion from 2024 to 2028, with a compound annual growth rate (CAGR) exceeding 8.09%.
Tourism Malaysia anticipates over RM2 million (US$420,000) in durian tourism sales for 2024 and 2025, highlighting the growing popularity and potential of this niche market.