Forget shopping – it’s new destinations and immersive experiences Malaysians look for in their next vacation.
While Malaysians were once known for their love of shopping abroad,
post-Covid travel trends have shifted. The focus is now on cultural
immersion and exploring destinations that offer more than just retail
therapy.
At the recently concluded MATTA Fair in Kuala Lumpur, it was clear
that outbound travel among Malaysians is evolving. Japan and China have
emerged as top choices, driven by unique cultural experiences, safety
and ease of travel.
China’s visa-free entry policy is a significant factor in its growing
popularity. However, it’s not just traditional destinations like
Beijing or Shanghai that are attracting attention. Lesser-known cities
such as Xi’an, Urumqi, Xinjiang and Mohe are gaining traction among
Malaysian holidaymakers.
In Urumqi, for instance, visitors can engage in Mongolian traditions
such as archery, stay in traditional yurts and connect with local
communities.
Malaysians are also gravitating towards many of China's stunning
landscapes, which rival those in Europe. “Mohe is an up-and-coming
destination that appeals to Malaysians with its chance to witness the
Aurora Borealis in the summer.
Another advantage is the shorter travel time compared to Europe,”
said Rachel Ng of Esplanad Holiday. Xinjiang, often referred to as the
'New Zealand of the East' with its snow-capped mountains and green
valleys, is also a top pick.
In addition to seeking authentic local connections in secondary and
outer cities, Malaysians view China and Japan as “safe” travel options.
“Compared to travelling to Europe, where conflicts in the Middle East
are a concern, China and Japan offer security and stability,” said
Nicole Chin of Golden Tour Travel.
Japanese regions like Hokkaido and Tohoku attract tourists with their
scenic landscapes, seasonal activities and culinary adventure.
Travel agencies such as Apple Vacations are capitalising on this
demand by offering direct chartered flights from Malaysia, ensuring
shorter travel time and less travel fatigue for their customers.
However, with the recent announcement by the Japanese government
introducing a new pre-travel authorisation requirement for Malaysians
who currently enjoy visa-free travel, it will be interesting to see how
this change impacts the ease of travel for them.