Competing for second place are Malaysia and Indonesia, with the latter edging out Malaysia by a narrow margin. Malaysia ranks third with 13.9% of votes, just 0.1% behind Indonesia.
Thailand was the top pick among Malaysian respondents, with 38.2% choosing it over Indonesia (27.3%) as their preferred holiday destination. This trend aligns with a Tourism Malaysia survey on Malaysian travel behaviour in 2023, which revealed Thailand as the most visited destination that year.
For many Malaysians, Thailand isn’t just another travel destination – it’s a familiar, budget-friendly getaway that offers something for everyone. Last year alone, 4.9 million Malaysians visited the Land of Smiles, making them the second-largest group of tourists after the Chinese (6.7 million).
Thailand’s diverse attractions, bustling shopping scene, rich food culture, and visa-free entry for Malaysians – allowing stays of up to 30 days – make it an easy and hassle-free destination.
A Tourism Malaysia survey found that Malaysians prioritise destinations that offer value for money (21.7%), are a food haven (21%), have rich history (16.3%), wildlife (13.7%), and shopping opportunities (9.2%) – all of which Thailand delivers.
“Thailand definitely checks all my boxes as a destination. It’s more affordable than other countries when it comes to flight tickets, food, beaches, and sightseeing.
“I’ve been to a few places there, but Krabi is my go-to,” shared 28-year-old senior executive Syasya Yusof, who has visited the country seven times since 2022.
For others, Thailand offers not just affordability but also a warm and welcoming atmosphere. “Thailand is incredibly appealing because of its scrumptious local cuisine, friendly citizens, high-quality hotels, and fantastic shopping spots,” said mother-of-two Nur Alida Alimin, 44.
One of Thailand’s biggest draws is its southern region, which borders Malaysia. Popular destinations like Hat Yai, Narathiwat, Pattani, Songkhla and Satun are easily accessible by car, train, or short-haul flights, especially for those living in Kedah, Kelantan and Perlis.
Tourism Malaysia’s findings show that, last year, 24.3% of its respondents planned to holiday in Southern Thailand, surpassing interest in Indonesia (18.2%), Vietnam (8.2%), and Japan (7.9%).
This demand was evident in September, when Bernama previously reported that over 100,000 Malaysian tourists vacationed in Southern Thailand during the long weekend that coincided with Malaysia Day.
Beyond accessibility, Southern Thailand’s natural beauty and Muslim-friendly environment are major attractions for Malaysian tourists.
Meanwhile, Malaysia’s third-place ranking in the Iseas-Yusof Ishak Institute survey was largely driven by Bruneians (50%), Singaporeans (33.3%) and Malaysians themselves (21.8%).
This is reflected in tourist arrivals: last year, the ministry of tourism, arts and culture reported the highest influx of visitors from Singapore, followed by Indonesia, China, Thailand, Brunei, and India.
Outside of Asean, Japan continues to be a popular travel destination for many Southeast Asians, securing 30.4% of the vote in the survey. Japan’s appeal is particularly evident among respondents from Thailand (52.7%), the Philippines (48.8 %), and Singapore (36.6%).
South Korea ranked third with 10.3 %, boosted by the global K-wave phenomenon and attractions like Seoul’s shopping districts, historical palaces and K-drama filming locations.