Medan Becomes a Must-Visit Destination for Malaysian Travellers as Lake Toba Revival and Upgraded Hospitality Offerings Transform North Sumatra Tourism

Published on December 5, 2025

Medan, the vibrant economic and cultural hub of North Sumatra, is steadily gaining recognition among Malaysian travellers, who are drawn by its short flight times, cost-effective travel packages, and cultural familiarity. The growing interest was highlighted at the first Astindo Sumut Travel Exchange (Astex), where Malaysia emerged as the most prominent international market, reflecting strong demand for North Sumatra’s expanding tourism offerings.

The debut of Astex in Medan brought together 37 Malaysian buyers, making it the largest foreign delegation at the event. This participation underscores a clear trend: Malaysian travellers are seeking destinations that combine accessibility, comfort, and a wide range of experiences. Medan’s appeal lies in its ability to provide both short getaways and extended itineraries, making it an ideal choice for leisure travellers, family groups, and organised tours.

Air connectivity has been a major driver behind Medan’s increasing popularity. Daily flights from Kuala Lumpur, Penang, and Johor Bahru make the city highly accessible, giving visitors flexibility in planning their trips. The short travel time, coupled with frequent flight options, enables travellers to explore the city and surrounding attractions without the stress of long-haul journeys. For weekend escapes or multi-day trips, Medan offers an attractive balance of convenience, affordability, and cultural engagement.

The city itself presents an array of experiences that resonate strongly with Malaysian visitors. Culinary offerings, particularly halal dining options, align with familiar tastes, while the local culture offers both comfort and intrigue. Medan’s bustling markets, historic architecture, and vibrant street life provide a dynamic urban experience, complemented by natural attractions just outside the city. Affordable hotels and tour packages further enhance the destination’s appeal, making it competitive against other regional short-haul options.

A key highlight of North Sumatra that is capturing renewed attention is Lake Toba. Once a leading choice for Malaysian group travel in the early 2000s, the lake is enjoying a renaissance due to infrastructure upgrades and the addition of high-quality accommodation options, including four- and five-star resorts on Samosir Island. These enhancements have made extended itineraries more practical, allowing visitors to combine relaxation, adventure, and cultural exploration over several days.

Lake Toba’s revival provides a richer tourism experience for visitors. Tourists can enjoy scenic lakeside resorts, interact with local communities, and participate in a variety of curated activities, such as island tours, cultural workshops, trekking, and water-based recreation. These offerings appeal to experience-driven travellers and higher-spending tourists seeking immersive and well-organised journeys. Improved amenities and services also contribute to the local economy, creating a mutually beneficial cycle of tourism growth and community development.

Astex served as a vital platform for showcasing North Sumatra’s evolving tourism landscape. The event enabled international buyers to connect directly with local operators, explore new travel products, and gain insights into the region’s upgraded infrastructure and services. The strong turnout from Malaysia highlights opportunities for deeper cross-border collaboration, particularly in crafting travel packages that meet modern traveller expectations for convenience, quality, and cultural engagement.

With Medan continuing to attract Malaysian visitors, the region is poised for sustained growth in regional tourism. Its accessibility, cultural relevance, and expanding hospitality options enhance the city’s competitiveness, while Lake Toba’s resurgence provides depth and diversity to the travel experience. Visitors can now enjoy extended stays, scenic natural landscapes, and authentic cultural encounters, all within a short flight from Malaysia.

The success of Astex reflects North Sumatra’s potential to become a preferred destination for regional travellers. Improved infrastructure, quality accommodations, and carefully curated experiences ensure that Medan and Lake Toba are equipped to meet growing demand. By combining short-haul convenience, rich cultural experiences, and remarkable natural beauty, the region is set to strengthen its position in Southeast Asia’s tourism landscape, attracting repeat visitors and new travellers alike in the coming years.