INTERACTIVE: UN report highlights Malaysia's 9% tourism arrivals growth

By SHYAFIQ DZULKIFLI

PETALING JAYA: Malaysia has been named in a United Nations (UN) report as one of several major tourist destinations that has recorded a surge in arrivals in the first six months of this year.

According to the UN World Tourism Organisation’s World Tourism Barometer report, international tourist arrivals to Malaysia rose by 9% from January to June compared to the same period last year.

“Some of the highest growth rates among large destinations in H1 2025 were recorded in Japan and Vietnam (both +21%), the Republic of Korea (+15%) and Morocco (+19%), as well as Mexico and the Netherlands (both +7%).

“Malaysia and Indonesia both reported 9% growth and Hong Kong (China) 7%, though arrivals in these destinations remained somewhat below 2019 levels,” the report said.

 

The report noted that arrivals in Asia and the Pacific grew 11% during this period, which is 92% of the pre-pandemic levels as the region continues to recover.

“The world’s top destinations, France (+5% through May) and Spain (+5%) also recorded solid growth this period,” the report noted.

Nearly 690 million tourists travelled internationally in the first half of 2025, marking a 5% increase, or 33 million more, compared to the same period last year.

 

The report said South-East Asia ranked sixth among global regions for international tourist arrivals in the first half of 2025, recording a 5.5% growth.

Northeast Asia led the global tourism rebound with a 20.1% jump in arrivals, followed with North Africa at 14.2% and South America at 13.9%.

According to figures from Tourism Malaysia, Malaysia welcomed 13.38 million visitors between January and April this year.

The figure represents a 21% increase from the 11.07 million recorded in the same period last year. 

Singaporeans were the top visitors to Malaysia with 6.53 million arrivals, followed by Indonesia (1.47 million) and China (1.44 million).

 

Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong said the figures were encouraging, adding that the country was on track to hit its target of 43 million arrivals this year and 47 million in 2026.

“If our growth continues along the current trajectory, Malaysia should be able to meet its arrival targets. 

“This year alone, we could see a 20% increase from 2024, which would provide a solid foundation for Visit Malaysia 2026 (VM2026),” he said.

Wong noted that while traditional markets such as Singapore and Thailand remain important, efforts should also focus on attracting travellers from other key markets, supported by expanding air connectivity. 

“Malaysia has the potential to capture more long-haul markets with the right campaigns, while also positioning itself as a Muslim-friendly destination to appeal to a wider segment of global travellers,” he said.

Your Inbound Matters founder Uzaidi Udanis cautioned that quantity alone should not be the benchmark for success. 

He said Malaysia must also focus on the quality of visitors, particularly regarding their spending and length of stay.

“On average, tourists in Thailand spend more than RM7,000 per trip, while in Malaysia the figure is closer to RM4,000. 

“The challenge is to encourage visitors to stay longer - ideally a week instead of just four days - and to spend more during their visit,” he said.

Uzaidi added that sustainable tourism is just as important, pointing to concerns about overtourism in parts of Europe. 

“The key is to grow sustainably by learning from places now facing overtourism pressures. 

“Our focus should be on promoting experiences that benefit the local economy, preserve culture and protect the environment,” he said.

Both Wong and Uzaidi agreed that diversifying source markets and product offerings is essential for Malaysia to remain competitive. 

Wong highlighted the potential of transit passengers and intra-Asean travellers, while Uzaidi urged greater government support for developing new markets, such as Iran, Russia and the Middle East.

“Malaysia has plenty of assets, from cultural heritage to unique local experiences such as food trails, cycling tours, and community-based activities.

“If the industry works more closely with state governments and local councils, we can create enhanced offerings that encourage longer stays,” Uzaidi said.

ends

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