How Are Malaysians Shaping Travel Trends with Food-Centric Adventures? Exploring Culinary Delights in Penang, Bali, and Beyond

Published on February 19, 2025

A recent report from Trip.com Group has highlighted key shifts in Malaysian travel preferences, particularly focusing on food, media influence, cruise tourism, and entertainment-driven experiences. The report, which examines the evolving landscape of travel for Malaysian travelers, demonstrates how various factors—ranging from a love for local cuisine to the influence of social media—are reshaping the country’s tourism industry.

The Appeal of Food-Driven Travel

Food continues to be a major driver of travel for Malaysians. According to the report, 78% of Malaysian travelers prioritize food festivals when planning their trips, followed closely by restaurants that offer unique or scenic views (73%) and hotel dining experiences (73%). Interestingly, Malaysians show less interest in more niche experiences such as molecular gastronomy workshops (16%) and wine and beer tastings (25%). Instead, they seek authentic local food experiences that showcase Malaysia’s rich culinary heritage.

Younger generations, particularly Gen Z and Millennials, are leading the charge in food-driven travel. Events like the Penang International Food Festival and Sabah Food Festival are increasingly attracting both local and international visitors, which strengthens Malaysia’s reputation as a food tourism destination.

To cater to this growing demand for food-centered travel experiences, Trip.com Group’s Trip.Gourmet has become a key platform, offering curated food guides, restaurant reservations, and exclusive culinary experiences. With access to over 50,000 restaurants across 300 cities, it allows Malaysian travelers to explore global culinary landscapes, from street food to fine dining, enhancing their immersive food tourism experiences.

The Influence of Media and Pop Culture on Travel Choices

An overwhelming 91% of Malaysians reported that media, including movies, TV shows, and digital content, significantly influences their travel decisions. This is the highest percentage among the Asia-Pacific nations, underscoring the powerful role of media in shaping travel trends.

The report points to several notable examples where Malaysian travelers are inspired by media content. Shows like “Jalan-Jalan Cari Makan,” a beloved local food series, fuel culinary travel within Malaysia and beyond. Similarly, Korean variety shows, such as “Running Man,” have sparked interest in Seoul’s street food and adventure destinations. Even Western blockbusters like “Titanic” and “Mission Impossible” continue to inspire travel to famous global landmarks.

This “set-jetting” trend highlights the growing impact of entertainment media on travel behavior. The trend not only promotes travel to popular destinations but also brings attention to lesser-known locales that might not otherwise make it onto typical tourist itineraries.

Cruise Tourism: A Growing Trend Among Malaysians

Cruise tourism is gaining momentum in Malaysia, with scenic sea views and fresh ocean air being major attractions for local travelers. According to the report, 72% of Malaysian travelers are motivated by these factors when considering a cruise vacation. In addition, 64% seek unique cruise destinations, such as Jeju Island, Tokyo, and the Maldives, while 63% prefer all-inclusive packages that simplify vacation planning.

The increasing popularity of wellness and spa options, particularly among female travelers, also points to a broader trend in the growing demand for relaxation-oriented cruise experiences. Trip.com Group has expanded its cruise offerings with major global partners, including Resorts World Cruises and Disney Cruise Line, enhancing the booking experience for Malaysian travelers looking to explore this emerging sector.

The Rise of Entertainment and Sports Tourism

The report further reveals that entertainment-driven travel is on the rise, with concerts and sporting events becoming significant travel motivators for Malaysians. Nearly two-thirds (66%) of travelers are now planning their trips around live events, driven by the success of global phenomena like Taylor Swift’s Eras Tour. Music tourism is not limited to local events; 66% of Malaysians have already traveled internationally to attend concerts, turning live performances into full-fledged travel experiences.

Football, Formula 1 racing, and basketball are key drivers of sports tourism, with 62% of Malaysian travelers planning trips around football events, followed by Formula 1 (42%) and basketball (31%). The growth in these sectors reflects a shift toward more immersive travel experiences, where the thrill of a live event becomes central to the overall journey. Fans are also incorporating local sightseeing and culinary exploration into their travel plans to create a more holistic travel experience.

Social Media’s Role in Shaping Travel Decisions

Malaysia ranks second in the Asia-Pacific region for the influence of social media on travel, with 62% of Malaysian travelers booking trips based on viral content. Platforms like TikTok, Instagram, and Trip.com’s own “Trip Moments” are playing an increasingly important role in how Malaysians discover destinations and plan their vacations.

Destinations such as Bali, Tokyo, and Seoul are particularly popular among Malaysian travelers, largely due to their prominence on social media. Whether it’s the digital nomad culture in Bali or the K-pop and beauty tourism in Seoul, social media is shaping travel trends by making these destinations more appealing to the Malaysian market.

Emerging Travel Micro-Trends for Malaysians in 2025

Looking ahead, several micro-trends are emerging in Malaysian travel. Notable among these are:

• Underwater Hotel Stays (43%): Malaysians are increasingly seeking unique, luxury experiences like underwater hotel stays, with Dubai’s Atlantis The Palm and Singapore’s S.E.A Aquarium suites being top choices.
• Dark Sky Stargazing Trips (35%): Locations in Malaysia, such as Kuala Kubu Bharu and Sabah, are becoming popular for astrophotography and night-sky experiences.
• Cultural Immersion Stays (35%): There is growing interest in homestays and indigenous experiences, particularly in Sarawak and Pahang, as Malaysian travelers look for more authentic cultural interactions.

Additionally, the rise of AI-driven personalized travel recommendations and a growing focus on sustainable tourism will influence how Malaysian travelers approach future vacations. Prioritizing eco-friendly travel options and cultural preservation is becoming increasingly important for this market segment.

The shifting preferences of Malaysian travelers—driven by food, media, cruises, and entertainment—are not only changing the local tourism landscape but also shaping global travel trends. As these preferences evolve, the travel industry must adapt to meet the demands for immersive, authentic, and socially-driven experiences. With a strong desire for unique cultural experiences, Malaysian travelers are influencing how destinations and tourism providers around the world engage with their audience.