Malaysian domestic tourism : Food and visiting Kuala Lumpur

Findings from agoda’s Travel and Tech Study have revealed that Malaysian millennials travel to experience their own national culture, especially to explore their country’s rich and diverse cuisines and natural landscapes.

#	Travel Experience	Preference
1	Food and Dining	77%
2	Nature and Scenery	73%
3	Local Culture or Lifestyle	67%

Domestic travel in Malaysia surged by an additional 10 million visits in 2016^[1]. With 77% of Malaysia’s travelers identifying food and dining as a preferred holiday experience, Malaysia’s entrenched foodie culture plays a key role.

This was evident in the ranking of the top three destinations for Malaysia’stravellers, which included Kuala Lumpur, Penang and Malacca – all known for their famous local cuisines, such as Penang Laksa and Malacca Chicken Rice Balls, as well as their access to international dining options.

#	Top Destinations
1	Kuala Lumpur, Malaysia
2	Penang, Malaysia
3	Malacca, Malaysia
4	Johor Bahru, Malaysia
5	Kota Kinabalu, Malaysia
6	Bangkok, Thailand
7	Ipoh, Malaysia
8	Cameron Highlands, Malaysia
9	Kuching, Malaysia
10	Langkawi, Malaysia

Apart from food, 73% of travellers from Malaysia also looked for scenic getaways, the second most important factor in making their holiday decisions – evident from top destinations such as Penang, Malacca, and Kota Kinabalu. Also ranking highly, 67% of travellers wished to explore the diverse culture and lifestyle offered in Malaysia.

Andrew Edwards, agoda’s Global Director for Brand and Communications said: “The growth of domestic travel shows that Malaysian millennial’s are re-discovering their own national heritage. Anyone who has eaten in Malaysiaknows how great the food is but what stands out is the fact that they are getting off the beaten track to experience their country’s scenery and local cultures — this is what separates millennials from older travelers.”

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