Malaysia’s Visit Malaysia 2026 (VM2026) initiative is reshaping the way Malaysians travel domestically, with new Traveloka insights showing that secondary cities are experiencing significant growth as tourism hotspots. Travelers are flocking to these destinations for immersive cultural experiences, vibrant food trails, and affordable short-haul escapes, enabled by stronger domestic air connectivity and fresh government initiatives to boost domestic tourism. In January 2026, flight traffic to secondary cities rose sharply compared to Q4 2025, with Kota Bahru recording a 30% increase, Alor Setar 38%, and Kuala Terengganu 39%. This surge highlights Malaysia’s push to diversify tourism beyond traditional gateways, supported by VM2026’s ambitious target of 43 million visitors and projected receipts of MYR 329 billion.
East Malaysia is also quickly gaining traction with travelers, as Traveloka’s latest insights show strong growth in domestic flight traffic to Tawau (+8%) and Sandakan (+26%), driven by eco and nature-led tourism. Beyond domestic growth, Tawau, a small seaside town and one of Malaysia’s largest cocoa producers, has also seen a rise in international interest, with overseas bookings rising by 18%. This growth is fueled by new direct flights from China and Hong Kong, airport expansion, and Tawau’s role as the gateway to the premier diving destinations of Semporna and Sipadan.
For outbound travel, Malaysians favour closer-to-home destinations with Indonesia and East Asia topping the list of travel hotspots. Destinations such as Surabaya, Medan, Jakarta, Lombok, and Bali remain go-to favourites for island escapes and cultural getaways, while Japan and South Korea lead the list in East Asia for urban buzz and immersive experiences. China’s appeal as a tourist destination continues to gain momentum among Malaysians, with its cosmopolitan cities such as Guangzhou, Shanghai and Chengdu dominating the top 10 East Asia outbound list.
Explore Malaysia’s hidden charm on land and sea
Each with its own charm, these secondary cities offer travelers a mix of land adventures and sea escapades. With a diverse line-up of cultural experiences, bustling markets, diving havens and wildlife encounters, these destinations represent a new perspective of Malaysia for the Malaysian.
Choose your adventure: Land or Sea
- On Land
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- Kota Bahru: Buzzing night markets and traditional crafts for a taste of local culture
- Alor Setar: Heritage landmarks and sweeping paddy fields perfect for a laid-back retreat
- Sandakan: Rainforest trails and orangutan encounters that bring you up close with Borneo’s wild side
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- By the Sea
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- Terengganu: Vibrant food trails and seaside escapades in a charming coastal setting
- Tawau: Gateway to Semporna and Sipadan, where island hopping and world-class diving spots await
Whether it’s unearthing hidden gems in Malaysia’s secondary cities or planning an overseas adventure across Asia, Traveloka makes it easier for Malaysians to turn travel dreams into reality. With seamless booking for flights, hotels, and attractions, plus exclusive deals tailored for every budget and occasion, Traveloka can help more Malaysians explore, recharge, and create unforgettable memories throughout the year.
For more details, please visit www.traveloka.com.my.