KUALA LUMPUR, March 27 (Bernama) — Thailand has emerged as the top travel destination among ASEAN countries in the latest “State of Southeast Asia 2024” survey by ISEAS-Yusof Ishak Institute, garnering 30.6 percent of the vote.
Competing for second place are Malaysia and Indonesia, with the latter edging out Malaysia by a narrow margin. Malaysia ranks third with 13.9 percent, just 0.1 percent behind Indonesia, which was favoured by 14 percent of respondents.
Unsurprisingly, Thailand was the top pick for Malaysian respondents, with 38.2 percent choosing it over Indonesia (27.3 percent) as their preferred holiday destination. This trend aligns with Tourism Malaysia’s latest survey on Malaysian travel behaviour in 2023, which revealed Thailand as the most visited destination that year.
For many Malaysians, Thailand isn’t just another travel destination – it’s a familiar, budget-friendly getaway that offers something for everyone. But what exactly makes it so appealing?
Why Malaysians Love Traveling to Thailand
Malaysians have been visiting Thailand in record numbers over the past few years.
In 2024 alone, 4.9 million Malaysians visited the “Land of Smiles”, making them the second-largest group of tourists after the Chinese (6.7 million).
Thailand’s diverse attractions, bustling shopping scene, rich food culture, and visa-free entry for Malaysians – allowing stays of up to 30 days – make it an easy and hassle-free destination.
“Thailand as a holiday destination is good. I definitely appreciate that it’s foreigner-friendly and the destinations are so accessible,” said Syasya Yusof, a 28-year-old senior executive from Kuala Lumpur.
A Tourism Malaysia survey found that Malaysians prioritise destinations that offer value for money (21.7 percent), are a food haven (21 percent), have rich history (16.3 percent), wildlife (13.7 percent), and shopping opportunities (9.2 percent) – all of which Thailand delivers.
“Thailand definitely checked all my boxes (as a destination). I’ve been to a few places there, but Krabi is my go-to spot.
“It’s an affordable travel destination compared to other countries when it comes to flight tickets, food, beaches, and sightseeing,” says Syasya , who has visited the country seven times since 2022.
For others, Thailand offers not just affordability but also a warm and welcoming atmosphere.
“Thailand is incredibly appealing because of its scrumptious local cuisine, affordability, warm hospitality, high-quality hotels, and fantastic shopping spots,” said mother of two, Nur Alida Alimin, 44.
Southern Thailand: A Favourite for Malaysian Travellers
One of Thailand’s biggest draws for Malaysians is its southern region, which borders Malaysia. Popular destinations like Hat Yai, Narathiwat, Pattani, Songkhla and Satun are easily accessible by car, train, or short-haul flights, especially for Malaysians living in Kedah, Kelantan and Perlis.
Tourism Malaysia’s findings show that 24.3 percent of its respondents planned to holiday in Southern Thailand in 2024, surpassing interest in Indonesia (18.2 percent), Vietnam (8.2 percent), and Japan (7.9 percent).
This demand was evident during Malaysia’s long weekend in September 2024, when Bernama previously reported that over 100,000 Malaysian tourists vacationed in Southern Thailand during the long weekend that coincided with the Malaysia Day holiday.
For Kelantan-native Nur Alida, the region remains her top travel destination.
“Southern Thailand is my favourite region to visit. I’ve been to Phuket, Koh Samui, Krabi, Hat Yai, Pattani, Narathiwat, Yala, and Songkhla,” she said.
Beyond accessibility, Southern Thailand’s natural beauty and Muslim-friendly environment are major attractions for Malaysian tourists.
“The beaches and islands here are breathtaking. It’s also easy to find halal food, and my son especially loves their tom yam.
“Plus, with a large local Muslim population, it’s easier to find places of worship (to perform the five daily prayers),” added Nur Alida.
Malaysia’s Strong Appeal as a Regional Destination
While Thailand and its southern provinces remain the top choice for Malaysians, Malaysia itself is a favourite among regional travellers, particularly from Brunei and Singapore.
According to the ISEAS-Yusof Ishak Institute survey, Malaysia ranks as the third most popular travel destination within ASEAN, capturing 13.9 percent of respondents’ preferences. This is largely driven by Bruneians (50 percent), Singaporeans (33.3 percent), and Malaysians themselves (21.8 percent).
This preference is reflected in Malaysia’s actual tourist arrivals. In 2024, Malaysia’s Ministry of Tourism, Arts and Culture reported the highest tourist arrivals from Singapore (9,099,727), followed by Indonesia (3,651,668), China (3,287,362), Thailand (1,639,211), Brunei (1,142,134), and India (1,133,331).
Bruneians and Singaporeans are drawn to Malaysia for its close proximity, affordability, and rich cultural diversity, as well as the wider variety of goods and services – from shopping and dining to entertainment – that are either unavailable or come at a higher cost in their home countries.
Recognising this, Tourism Malaysia launched the inaugural Malaysia Midnight Sales 2024 event in October last year, in conjunction with the Malaysia Year End Sale 2024 campaign. With the aim of enticing visitors from Singapore to extend their stay in Johor Bahru, the event featured exclusive deals, discounts, and special giveaways across various retail outlets in Johor. Additionally, ten hotels in Johor Bahru offered room rates with discounts of up to 72 percent.
The event was later extended to Kelantan and Terengganu, with future plans to expand to more supermarkets along the east coast and turn it into an annual tourist event. This initiative aims to attract more international tourists from neighbouring countries, such as Brunei, Singapore, and Thailand.
Domestic Tourism Remains Strong
Malaysia also enjoys robust domestic tourism.
The majority of respondents (66.1 percent) in Tourism Malaysia’s survey planned to vacation domestically in 2024, with Penang, Sabah, and Kuala Lumpur emerging as their top holiday destinations.
Most recently, Nur Alida and her family went on a road trip holiday in the country where they visited Kelantan, Terengganu and Pahang.
Despite her enjoyment in visiting Thailand, she says she’ll still pick Malaysia as her favourite holiday destination.
“Malaysians are so warm and friendly, and the country’s unique multicultural identity makes it truly special.
“Plus, Malaysia offers everything in one place – stunning locales, lush forests, and delicious food. Whether you seek adventure, relaxation, or cultural experiences, Malaysia has it all,” she said.
The Top Non-ASEAN Pick
Outside of ASEAN, Japan continues to be a popular travel destination for many Southeast Asians, securing 30.4 percent of the vote in the ISEAS-Yusof Ishak Institute survey.
Japan’s appeal is particularly evident among respondents from Thailand (52.7 percent), the Philippines (48.8 percent), and Singapore (36.6 percent). From cherry blossoms to ancient temples and Michelin-starred street food, Japan’s blend of modernity and tradition offers a wide range of options to travellers.
Following Japan, 16.2 percent of respondents expressed a preference for an ASEAN member state as their holiday destination, highlighting the convenience and affordability of intra-regional travel.
South Korea ranked third with 10.3 percent, boosted by the global K-wave phenomenon and attractions like Seoul’s shopping districts, historical palaces and K-drama filming locations.
— BERNAMA