Malaysia braces for CNY with inbound travel spikes 54%

Data released by leading global travel service provider Trip.com Group has shed light on a significant surge in inbound travel expenditure expected during Malaysia’s Chinese New Year (CNY) festive period compared to the previous year.

According to the data, Malaysia anticipates a substantial 53.9% increase in inbound travel during this year’s CNY celebrations, accompanied by a remarkable 154.2% rise in total trip expenditure for inbound bookings over the same period.

Travellers opt for long-haul, spending more

The analysis reveals a noteworthy increase in travel expenditure across various markets, indicating a growing willingness among travellers to spend more on their trips.

Particularly, trips to Japan show a staggering increase of 241.9%, suggesting a trend of longer-haul trips and a broader exploration of destinations. The average expenditure for Malaysia-outbound trips echoes this trend, rising by 163.4%.

Part of the reason behind this surge in spending could be attributed to more Southeast Asian travellers venturing beyond the Southeast Asia region for the 2024 CNY period.

Last year, the majority of CNY travel (72%) was within SEA, but this year, just over half (50.2%) are opting for destinations further afield.

Countries with CNY breaks attract more travellers

Countries in Southeast Asia with public holidays for Chinese New Year, including Singapore, Malaysia, Vietnam, Indonesia, Philippines, and Brunei, witness a higher influx of travel during the CNY week compared to countries without such holidays.

In the week of CNY, countries with CNY public holidays account for 69.1% of all SEA bookings, indicating a strong correlation between public holidays and travel activity.

Two notable trends that transcend markets include the lengthening of booking windows and the popularity of theme parks.

Travellers are now planning their trips further in advance, with Malaysia witnessing a significant increase in the booking window, quadrupling from 12 days to 51 days compared to last year. Similar trends are observed in Thailand and Singapore.

Stephane Thong, General Manager of Trip.com Malaysia, highlighted the significance of tourism to the Malaysian economy, especially during peak travel periods like Chinese New Year.

Thong expressed optimism about the recovery of the tourism industry in Malaysia, citing factors such as visa-free travel between Malaysia and China, the world’s largest outbound travel market, and preparations for Visit Malaysia Year 2026.

In conclusion, Trip.com’s data underscores the evolving landscape of travel patterns during the Chinese New Year period, indicating both opportunities and shifts in consumer behaviour.

With Malaysia poised to welcome an influx of inbound travellers and increased expenditure, the tourism sector looks forward to continued growth and recovery in the coming years.