A roundtable discussion session was held between key tourism industry leaders on the drivers for sustainable and resilient tourism growth.
The inaugural "Embracing the Future of Travel, Catalyzing Tourism Growth" event was organised by global accommodations platform Airbnb Inc and joined by industry and government leaders from the Malaysia Digital Economy Corporation (MDEC), Asia Travel and Technology Industry Association (ATTIA) and Zaid Ibrahim & Co (ZICO).
As the nation gears up for Visit Malaysia Year (VMY) 2026, the roundtable facilitated a high-level discussion on global and local travel trends, the role of tourism as a key economic driver, and how technology and home sharing can support a more robust tourism economy.
Malaysia Tourism Is Taking Off
The travel resurgence is driving a significant uptick in domestic and international tourism. As of August 2024, the Strategic Planning Division of Tourism Malaysia reported 16.45 million visitors, a 29.5% increase compared to the same period last year.
New data by Airbnb revealed that nights booked for stays in Malaysia by Airbnb guests grew by approximately 30% year-on-year (YoY) in the first half of 2024 (1H24), with Kuala Lumpur (KL) ranked as the second most visited city in Southeast Asia during this period.
While keen to visit their favourite destinations, domestic travel remains top of mind for Malaysians with KL, Johor Bahru, Petaling Jaya, Penang and Malacca were the most popular domestic destinations among Malaysia guests while offbeat destinations like Hulu Langat in Selangor and Kinta in Perak have consistently emerged among the top 10 most visited cities by locals in 2023 and 1H24.
Travel remains an avenue for families and friends to connect, with group travel, defined as trips involving three or more people, growing by almost 35% YoY in 1H24.
Airbnb data also revealed a growing momentum for solo travel in Malaysia, as solo trips increased by approximately 27%.
Supporting The Travel Resurgence
With travel back and buzzing, the panellists highlighted the importance of leveraging shifting trends, public-private partnerships, technology and growth opportunities presented by home-sharing to empower the tourism economy across the country.
Airbnb's Director of Public Policy for Asia Pacific Mich Goh shared that it's encouraging to witness the remarkable growth in travel, fuelled by a shared enthusiasm to experience Malaysia's unique offerings.
"As we look ahead to VMY 2026 and beyond, we believe that short-term rental accommodations (STRA) and Airbnb's community of hosts and guests will be instrumental in driving further growth in Malaysian tourism.
"We eagerly anticipate the swift introduction of national STRA guidelines that will empower Malaysians to continue sharing their homes and enable visitors to discover unique stays that cater to their needs, without excessive barriers," Goh said.
A key takeaway from the roundtable was the importance of public and private sector collaboration to support tourism growth. In September 2023, Airbnb and MDEC announced a strategic partnership under the MDEC DE Rantau initiative to position Malaysia as a leading digital nomad hub in the region. As of today, close to 800 accommodations have been certified as digital-nomad friendly DE Rantau Hubs.
On this note, MDEC Head / Senior Vice President of the Digital Transformation Division Datuk Fadzli Abdul Wahit said digitalisation in tourism presents Malaysia with a unique opportunity to attract more travellers by showcasing authentic local experiences while promoting economic inclusivity.
"Through Malaysia Digital, the national strategic initiative, we are advancing Malaysia's digital economy and reinforcing the country's position as a resilient and competitive tourism destination. "Initiatives like DE Rantau, in collaboration with partners such as Airbnb, exemplify how we are boosting tourism competitiveness by attracting digital nomads and remote workers, ultimately creating shared value for local communities, small business owners and the broader national economy," Fadzli said.
Echoing MDEC's sentiment, ATTIA Managing Director Mark Chan said as the travel industry rebounds, the need for regulatory frameworks that support continuous innovation in the tourism sector is more important than ever.
"Platforms like Airbnb allow travellers to experience local life more intimately, while technology continues to cater to the demand for personalized, flexible, and unique travel options and experiences.
"This underscores the need for greater public-private partnerships in shaping policies that foster the growth of digital platforms, complementing Malaysia's robust tourism ecosystem, in a manner that is sustainable and beneficial for all," Chan said.
Meanwhile, Partner at ZICO Mohamad Izahar Mohamad Izham emphasised that the adoption of clear STRA guidelines is crucial in creating a regulatory framework that fosters a dynamic and innovative tourism sector.
"As Malaysia assumes the chairmanship for ASEAN in 2025, spearheading initiatives such as the upcoming national STRA guidelines will play a pivotal role in strengthening public-private partnerships as it will ensure greater clarity and confidence for hosts, guests and stakeholders alike," Mohamad Izahar said, adding that this collaborative approach will contribute to a sustainable and inclusive tourism model for Malaysia, reinforcing its leadership in shaping the future of regional tourism.
On the importance of responsible hosting, Airbnb host & JMB Member Suki Tan said this can be achieved with effective JMB management.
"Additionally, responsible hosting, empowered by supportive regulations, will ensure every stay becomes a positive experience for all parties involved," Tan said.
