Tourism Australia is witnessing a robust resurgence in visitor numbers and interest from Malaysian outbound travellers, signalling a promising trend for the destination.

In November 2023 alone, Malaysian arrivals to Australia surged by a 137.3 per cent year-on-year, with over 70 per cent of these arrivals being repeat travellers. Moreover, Malaysian tourists were found to be spending more than double compared to the same period in 2022.

Karen Saw, Tourism Australia’s country manager for Malaysia, attributes this sustained interest to Australia’s reputation for offering exceptional value-for-money experiences.

“With the rising cost of living, travellers are seeking more value, and Australia remains a top choice due to its plethora of such experiences,” she remarked.

Saw highlighted findings from Tourism Australia’s Consumer Demand Report, indicating that 65 per cent of Malaysians travel to explore and are increasingly budget-conscious. Additionally, 83 per cent of Malaysian travellers tend to adhere to their travel budgets.

The trend of prioritising experiences over budget is particularly pronounced among the younger demographic. A survey revealed that 81 per cent of millennial and Gen Z Malaysian travellers are willing to allocate an average of 9,000 ringgit (US$1,878) for their holidays, compared to older travellers who may prefer tighter budgets.

Australia aligns well with this demand, offering a diverse range of attractions, including scenic walks, museums, and festivals, often at no cost. Malaysian travellers, interested in arts, history, and cultural immersion, find ample opportunities in Australia’s world-class museums and galleries.

Moreover, the average length of stay for Malaysians in Australia has increased post-lockdown, with an average of 30 nights spent in 2023 compared to 22 nights in 2019.

Enhanced air connectivity has further facilitated travel between Malaysia and Australia. AirAsia Malaysia and AirAsia X have expanded their services, with AirAsia Malaysia introducing 14 weekly flights between Kuala Lumpur and Perth, and AirAsia X offering daily services. Additionally, Malaysia Airlines has increased its weekly flights between Kuala Lumpur and Melbourne as well as Sydney.

To cater to Muslim travellers, Tourism Australia’s website features a collection of Muslim-friendly holiday ideas, including refreshed food options. Saw emphasised ongoing efforts to collaborate with local partners to discover new and emerging halal eateries to enhance the experience for Muslim travellers.

The collaboration between Tourism Australia and its partners underscores a concerted effort to capitalise on the growing interest among Malaysian travellers