Malaysia
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
1
Malaysia Travel & Tourism Industry
Background
Malaysia is a South East Asian country which covers an area of about 336,700
square kilometre and consists of West and East Malaysia. West Malaysia is
bordered by Thailand to the north, Singapore to the south, South China Sea to
the east, and Straits of Malacca to the west. While, East Malaysia shares its
southern border with Indonesia, and is cradled by the South China Sea to the
west and north, and the Sulu Sea to the northeast.
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
2
Malaysia Travel & Tourism Industry
With the population of 29 million, which consists of Malays (57%),
Chinese (30%), Indians (8%) and indigenous people, Malaysia
become an exotic blend of cultures and multi-racial population
which practices various religions such as Islam, Buddhism, Taoism,
Hinduism and Christianity. All this cultures have influenced each
other, creating a truly Malaysian culture.
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
3
Malaysia Travel & Tourism Industry
Market Information

Population – 29,180,000



GDP per capita (PPP): $16,900 (2012 est.)
GDP growth for 2012 – 6.4%
The United States is Malaysia's fourth-largest trading partner and Malaysia is the
22nd trading partner of the United States. Annual two-way trade amounts to $39
billion.
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
4
Malaysia Travel & Tourism Industry
Major Travel & Tourism trade shows
 MATTA Fair – March and September annually since 1991
 Malaysia’s Official Food & Hotel Show– annually in September
since 1993
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
5
Malaysia Travel & Tourism Industry
Malaysian Visitors
to U.S.*
2010
2011
2012 (Jan-Oct)
43,264
54,080 (up 20%)
67,650 (up 25%)
*Source: Office of Travel and Tourism Industries (OTTI), U.S. Dept of Commerce
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
6
Malaysia Travel & Tourism Industry
Market Trends
 Malaysia has 890 local travel agents are members of the Malaysian
Association of Tour an Travel Agents and 70% offer travel packages to the
U.S.
 Tighter U.S. visa regulations after 9/11 caused a substantial decline in
Malaysian visitors to U.S. and resulted in Malaysians diverting their travels
to Australia, Britain and Europe. Since 2004, Malaysian travel to U.S. has
started recovering and the potential for growth in this market is good.
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
7
Malaysia Travel & Tourism Industry

Leisure or holiday travelers previously represented 70% of Malaysians traveling to
the U.S. Since 9/11, travelers to the U.S. are primarily business people and
students. Nevertheless, the leisure market which currently represents 40% of
Malaysians traveling to the U.S., is showing signs of recovery.

The most popular U.S. destinations for Malaysians are Los Angeles, New York,
Orlando, San Francisco, Las Vegas and Washington D.C. They travel to the U.S.
mainly to visit theme parks, sightsee, shop at factory outlets and visit casinos.
Cruises in Alaska and New England are getting popular among Malaysians.

There is a growing trend among Malaysians, especially among professionals, to look
for different lifestyle experiences in their travel, e.g., an “American experience”
in entertainment, music, sports, food, national parks, etc. Therefore, tour
package itineraries to California and New York can be expanded to make them
more interesting.
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
8
Malaysia Travel & Tourism Industry

New destinations in the U.S. can also be promoted, especially to free
independent travelers (FIT travelers), who are on the rise as Malaysians
become better informed and independent about foreign travel. Air Asia
and Firefly, Malaysian budget carriers have been rather successful in
promoting FIT travelers in Malaysia. FAM tours will have to be organized
to encourage travel agents to promote new U.S. destinations and
journalists to write about new destinations.

Malaysian Airlines (MAS) flies to most states in the US. Delta flies their
own planes to Malaysia while United, American Airlines and U.S. Airways
operates via codeshare.
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
9
Malaysia Travel & Tourism Industry
We stand ready to help you do business in Malaysia with your U.S. services.
Please do not hesitate to contact us!
Stephen Jacques
Counselor for Commercial Affairs
U.S Department of Commerce
Tel: +603-2168-4869
Fax: +603-2142-1866
E-mail: Stephen.Jacques@trade.gov
Website:
www.buyusa.gov/malaysia
www.buyusa.gov/asianow/southeastasia_home.html
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
10
Let us help you close the deal
For expedited, personalized commercial assistance, please contact
the Commercial Specialist responsible for your industry sector
below.
Uma R. Arumugam
Commercial Specialist
U.S. Commercial Service
U.S Department of Commerce
U.S. Embassy
376 Jalan Tun Razak
50400 Kuala Lumpur, Malaysia
Tel: +603-2168 4868, Fax: +603-2142 1866
http://www.BuyUSA.gov/Malaysia
Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
11