Domestic travel in Malaysia is no longer just about the usual big-city gateways. New data from Traveloka shows Malaysian travellers are increasingly choosing secondary cities for domestic tourism, seeking slower, more immersive escapes closer to home.

In January alone, flight traffic to several secondary cities jumped significantly compared to late 2025, signalling a growing appetite for affordable, short-haul travel centred on culture, food trails, and nature-led experiences beyond Kuala Lumpur and Penang.

Malaysia’s Domestic Travel Map is Expanding

  • he Crystal Mosque (Masjid Kristal), made of steel, glass, and crystal on Wan Man island in Kuala Terengganu, Malaysia.
    With a 39% rise in flight traffic, Kuala Terengganu’s blend of iconic heritage sites like the Crystal Mosque and its proximity to serene islands is reshaping the domestic travel map.
  • A scenic sunrise view from a beach in Kuala Terengganu showing fishing boats anchored in the water and small islands on the horizon.
    The quiet beauty of a Terengganu sunrise offers a different pace of travel—one that is increasingly favoured by Malaysians seeking short-haul escapes that feel worlds away from the capital.

Among the strongest performers:

Meanwhile, East Malaysia continues gaining traction:

  • Tawau grew by 8% domestically and 18% internationally
  • Sandakan saw a 26% rise

The shift comes as Visit Malaysia 2026 continues to drive efforts to diversify tourism beyond traditional hotspots and encourage travellers to explore new destinations.

Why Travellers are Looking Beyond the Usual Hotspots

Malaysian secondary cities: (Left) Two women sitting among green vegetables in a Kota Bharu market; (Right) A close-up of a Proboscis Monkey in Sandakan, Sabah.
From the vibrant markets of Kota Bharu to the rare wildlife encounters in Sandakan, secondary cities offer a richness of culture and nature that traditional hotspots are often too crowded to provide. (Left image by szefei; Right image by Charge the Globe)

According to Traveloka, several factors are driving the change:

  • Better domestic flight connectivity
  • Government initiatives boosting local tourism
  • A growing desire for short-haul, affordable escapes
  • Rising interest in culture, food, and nature-led experiences

From night markets and heritage streets to rainforest trails and island gateways, secondary cities offer a different pace of travel. Examples include:

Together, these destinations highlight that many Malaysians are rediscovering the country’s lesser-known corners and reshaping domestic tourism one trip at a time.

A Shift Toward Slower, Closer Travel

A man riding a motorcycle past a historic colonial-style bank building on a street in Surabaya, Indonesia.
The shift isn’t just happening at home; internationally, Malaysians are favouring culturally rich regional hubs like Surabaya, looking for destinations that are accessible, affordable, and full of character. (Image by Kristian Tandjung)

The data also highlights where Malaysians are heading internationally. Within Southeast Asia, Indonesia remains a top choice, with popular destinations including:

In East Asia, major urban hubs continue to dominate interest:

The rising interest in secondary cities reflects a broader mindset change: travellers are increasingly drawn to destinations that feel more culturally rich, affordable and accessible.

Rather than chasing long-haul itineraries, many are rediscovering Malaysia’s lesser-known corners, and reshaping domestic travel in the process.

Traveloka

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All photos are courtesy of Traveloka, unless otherwise stated.