One for the album: A tourist posing in front of a kampung house in Kampung Jalan Bharu, Balik Pulau, Penang. Tourists from Europe and America primarily seek experiential and sustainable tourism options like homestays, says Manoharan. —The Star
MALAYSIA is paying attention to the potential of emerging experiential tourism trends to attract travellers among Gen Z and Millennials, says Tourism Malaysia, despite criticisms by local industry players on the lack of aggressive promotion ahead of Visit Malaysia Year 2026.
It points out that for starters, the country is familiar with offering such products, as exemplified through its Malaysia Homestay Experience Programme under the Tourism, Arts and Culture Ministry which saw significant tourist arrivals between 2019 and 2023.
Tourism Malaysia director-general Manoharan Periasamy tells the Sunday Star that it has successfully attracted a growing number of international visitors, despite relying heavily on domestic tourists, especially during the Covid-19 pandemic.
“The homestay programme exemplifies the potential of experiential tourism in Malaysia.”
“According to the latest report released by the ministry since 2019, the programme has witnessed significant growth, with tourist arrivals increasing from 458,899 to 884,007 in 2023.
“This signifies a strong resurgence of interest in experiential tourism post-pandemic.”
The homestay programme is also said to be a money-spinner for the industry, generating RM40,457,321.51 in tourist receipts last year.
Subsequently, Manoharan says the significant influence of Gen Z and Millennial tourists is seen in Tourism Malaysia’s efforts to build a “purpose-driven brand” that emphasises shared values on sustainability and social responsibility.
Manoharan: There is a strong resurgence of interest in experiential tourism post-pandemic.
He says Tourism Malaysia is utilising online platforms, social media and digital advertising to reach the segment to promote experiential travel opportunities.
“Millennials and Gen Z represent a substantial portion of today’s consumers, particularly in the digital sphere.
“Furthermore, Tourism Malaysia prioritises identifying market segments and adapting products to ensure they align with current trends and demands, especially those of younger generations.
“This includes developing and promoting experiences such as events, concerts & festivals, digital nomad programmes, adventure tourism and foodie experiences.”
Other experiential tourism products being looked into include astrotourism, houseboat and motorhome travel, coffee trails, archaeotourism, “Instaworthy” trails, packages centring on culture and heritage experiences, and dark tourism.
The latter is currently receiving a boost in Sabah, which the state has since 2022 reported ramping up its dark tourism products on places associated with a grim past, such as Sulug Island, Tinutuan and Pinamansok waterfall, among others.
As for the tourist demographics, Manoharan acknowledges that those from Europe and America primarily seek experiential and sustainable tourism options.
“They have a strong interest in nature-based experiences, island and beach gateways, and cultural & heritage immersion.
“For East Asian markets like Taiwan, South Korea and Japan, Tourism Malaysia focuses on niche segments such as education tourism, homestay experiences, and business-to-consumer (B2C) programmes. Golf tourism is also our focus for the Japanese market, which has shown a decline in general leisure travel.
“For the China market, Tourism Malaysia, in partnership with the Malaysian Inbound Chinese Association (MICA), has developed specialised packages to attract Chinese Muslim travellers, including initiatives targeting imams.”
Manoharan says crafting experiential tourism packages requires seamless collaboration between Tourism Malaysia, relevant authorities, product owners and travel trade partners.
“This includes identifying potential products, developing attractive itineraries, and ensuring smooth implementation.
“Tourism Malaysia will work closely with partners from the initial product ideation stage to marketing and promotion to also encourage sustainable tourism and empower community-based tourism initiatives.”
Homestay in Lusong Laku, Belaga, Sarawak. Manoharan says the homestay programme exemplifies the potential of experiential tourism in Malaysia. — GLENN GUAN/The Star
