Family visits account for largest share of Malaysia’s domestic travel

Visits to relatives and friends accounted for 44% of domestic travel in Malaysia during the second quarter, making it the leading purpose of travel, according to the latest Statistics Department figures. The share was higher than the previous year’s figure of 35.6%, when visiting family and friends also remained the main reason for domestic trips. Shopping accounted for 21.6% of travel, while holidays made up 13%.

Sri Ganesh Michiel, national president of the Malaysia Budget and Business Hotel Association, said the pattern created opportunities for accommodation providers. Travellers visiting relatives may still prefer to stay in nearby hotels rather than at family homes. He said budget hotels could attract these visitors with competitive prices, family rooms and locations close to residential areas and town centres.

Smaller hotels in secondary towns could also benefit if they offered affordability, convenience and cleanliness. Michiel said hotels needed greater flexibility for short stays and family gatherings. He also called for better tourism infrastructure in smaller districts, including improvements to accessibility, transport and connectivity.

Hotel rooms were particularly important during festive celebrations, weddings, funerals and other family events, he said. Christina Toh, president of the Malaysian Association of Hotels, said social media had helped promote lesser-known attractions since the Covid-19 pandemic. Visitors returning to their hometowns were increasingly exploring nearby sites instead of spending their entire trip at home.

Nigel Wong, president of the Malaysian Association of Tour and Travel Agents, said travel companies could build food trails, shopping trips, heritage walks, nature activities and evening programmes around family visits. The average stay had risen from 2.49 nights in 2024 to 2.56 nights last year, he said, suggesting scope for visitors to add a meal, activity or day to their trips.