19/05/2026

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‘Notable shift in festive travel habits’

o Malaysians building richer experiences around balik kampung trips: Airbnb

drinks, 54% on groceries and local markets, while nearly half spend on local tours and experiences.” He added that the spending typically flows to micro and small enterprises such as family-run eateries, roadside vendors, local retailers, guides and transport providers. “These are smaller-scale transactions individually, but collectively they help sustain micro-economies across different parts of the country.” – By Kirtinee Ramesh travellers combine family obligations with leisure travel in ways that were far less common a decade ago. He said beyond the festive season, Airbnb is also observing a longer-term decentralisation of tourism in the country, with a rising demand for rural and non-urban destinations. “Nights stayed in non-urban destinations on Airbnb grew 15% in 2025, and nearly 80% of Malaysians visited a non-urban destination in the past year.” He also said the shift points to changing traveller priorities, particularly a growing preference for authentic and community-based experiences. “More than 90% of Malaysians surveyed indicated that authentic, community-based experiences are a priority when they travel.” Amanpreet said travellers are increasingly choosing destinations where they are able to slow down and engage with local culture, whether through nature escapes in Bentong, visits to traditional markets in Kelantan or exploring neighbourhood food spots in Ipoh. He added that Airbnb hosts are also playing a key role in shaping the experiences, with about 83% of guests in Malaysia receiving local recommendations directly from hosts, including food, cultural attractions and activities beyond mainstream tourist areas. “The recommendations influence where guests spend their time and money, helping distribute tourism benefits more evenly across communities.” He said ultimately Malaysians are becoming more intentional about how they travel. “What we’re seeing is not just a change in where travelers go, but in how they want to experience a destination.”

Ű BY KIRTINEE RAMESH newsdesk@thesundaily.com

PETALING JAYA: Malaysia’s festive travel habits are shifting in a notable way, with the traditional balik kampung journey increasingly expanding into longer, experience-led trips that combine family reunions with leisure travel, according to Airbnb Country Head for Southeast Asia and India Amanpreet Bajaj. He said while homecoming remains deeply embedded in Malaysian culture, travellers are now using festive periods such as Chinese New Year, Ramadan and Hari Raya as opportunities to build more intentional experiences with loved ones. “Festive travel in Malaysia hasn’t moved away from tradition but has expanded around it,” he told theSun . “ Balik kampung remains a deeply held cultural practice but Malaysians are now building richer experiences around these journeys rather than simply making a trip home. “The festive period has become an opportunity to do more, together.” He also said the shift is being driven by several factors, including more flexible work arrangements, rising interest in non-urban destinations and changing expectations among younger travellers who are seeking more meaningful and personalised experiences.

Amanpreet said travellers are increasingly choosing destinations where they are able to slow down and engage with local culture. – SUN PIC

Amanpreet said the trend reflects how Malaysians are broadening their travel patterns while still holding on to the essence of festive traditions. “The shared moments such as breaking fast together or cooking for a large group haven’t changed. What has changed is that travellers are now looking for spaces that are able to support the experiences more comfortably.” He added that demand for entire houses, larger kitchens and family-friendly amenities has risen significantly during festive periods, as

This year’s overlap of Chinese New Year, Ramadan and Hari Raya also created an extended festive travel window, enabling Malaysians to travel further, stay longer and bring families together under one roof. Airbnb data showed Ramadan-related travel searches in Malaysia surged by more than 200% year-on-year, with travellers not only heading to major cities such as Kuala Lumpur, Johor Bahru, Ipoh and Malacca, but also increasingly exploring states such as Kelantan, Terengganu, Pahang and Perak.

Holiday surge boosting rural economies, small businesses PETALING JAYA: The country’s festive travel surge is delivering broader economic gains for rural communities and small businesses as more travellers move beyond traditional urban destinations, said Airbnb Country Head for Southeast Asia and India Amanpreet Bajaj. where individuals are going, it is what happens when they get there. He also said the trend is driving more balanced economic activity, particularly in communities outside established tourism corridors.

“Travel dispersal has a direct and meaningful impact on local economies, particularly in smaller towns and rural areas that wouldn’t traditionally see significant tourist spending.” Airbnb data showed a rise in nights stayed in non-urban destinations in Malaysia by 15% in 2025, with Bentong, Sepang and Cameron Highlands among locations recording higher search demand and longer stays.

Amanpreet said on average, travellers spend RM117 per person per trip in rural and non-urban destinations, with spending concentrated on food and beverages, groceries, local markets, tours and community-based experiences. “About 90% of travellers spend on food and

He added that the dispersal of travel is not only changing where Malaysians go during festive periods, but also how tourism spending is distributed across the country. “What’s most exciting about the shift isn’t just