Trip.com report unveils top travel trends for 2025

As the global tourism industry evolves, Trip.com Group’s newly released report, Momentum 2025: Travel’s Next Big Trends, sheds light on the future of travel. Based on insights from over 6,000 travellers across six Asia-Pacific markets, including Malaysia, the report identifies key shifts that will define Malaysian travel patterns. Among the dominant themes are food tourism, media-driven exploration, cruise travel, and a rising preference for immersive experiences that blend culture, adventure, and entertainment.

Food Tourism Remains a Top Priority for Malaysians

For Malaysians, food is a major travel motivator, with 78% prioritizing food festivals, while 73% actively seek restaurants with scenic views and hotel dining experiences. Unlike other markets, Malaysians show less interest in molecular gastronomy workshops (16%) or wine and beer tastings (25%), preferring authentic local food experiences instead.

Gen Z and Millennials, in particular, are fueling the demand for food festivals, a trend aligned with Malaysia’s rich culinary culture. Events like the Penang International Food Festival and Sabah Food Festival continue to attract both local and international tourists, reinforcing Malaysia’s position as a global food hub.

In response to this demand, Trip.com Group has introduced Trip.Gourmet, a platform offering curated food guides, restaurant reservations, and exclusive culinary experiences. With access to over 50,000 restaurants across 300 cities, the platform is enhancing Malaysian travellers’ global food tourism experiences, from street food adventures to fine dining.

Media & Pop Culture Influence

With 91% of Malaysians citing movies, TV shows, and digital content as travel inspirations, Malaysia leads the Asia-Pacific region in media-driven travel decisions.

Popular Malaysian travel inspirations include:

• ‘Jalan-Jalan Cari Makan’, a beloved local food series that promotes culinary tourism.
• Korean variety shows like ‘Running Man’, inspiring Malaysians to visit Seoul’s vibrant food and entertainment districts.
• Western action films such as ‘Titanic’ and ‘Mission Impossible’, which continue to fuel interest in iconic global destinations.

This “set-jetting” phenomenon—where travellers explore locations featured in their favorite films and TV shows—is becoming more mainstream, reinforcing the deep connection between entertainment consumption and travel planning.

Cruise Tourism Gains Momentum

The report also highlights the growing popularity of cruise tourism in Malaysia, driven by scenic sea views (72%) and fresh ocean air. Other key factors contributing to this trend include:

• 64% seek unique cruise destinations, such as Jeju Island, Tokyo, and the Maldives.
• 63% appreciate all-inclusive packages, offering hassle-free vacations.
• Wellness and spa options are a priority, particularly among female travellers.

To cater to this growing interest, Trip.com Group is expanding its cruise offerings with global partners like Resorts World Cruises and Disney Cruise Line, making it easier for Malaysians to book seamless cruise experiences.

Concerts, Sports, and Social Media

Live entertainment and sports events are emerging as key travel motivators, with 66% of Malaysian travellers planning trips around concerts. Millennials, in particular, are willing to travel internationally for music events, with 44% actively doing so.

In sports tourism, football remains the top choice (62%), followed by Formula 1 (42%) and basketball (31%). Enthusiasts are no longer just attending matches; they are curating travel experiences that blend sports with local sightseeing and food tourism.

Additionally, social media is playing a crucial role in shaping travel trends, with 62% of Malaysians booking trips based on viral content. Popular social media-driven destinations include:

• Bali – known for its beaches and wellness retreats.
• Tokyo – famous for anime culture and Michelin-starred cuisine.
• Seoul – driven by the global appeal of K-pop and K-dramas.

The rise of AI-powered personalisation and sustainable travel is expected to further reshape the travel landscape, with Malaysians prioritising experiences that align with cultural preservation and eco-conscious tourism. As these trends unfold, Malaysia’s travellers are set to embrace more immersive, meaningful, and socially-driven journeys in 2025.