Malaysia has firmly established itself as Asia’s most visited country in the first quarter of 2025, attracting over 10.1 million foreign tourists and surpassing long-time regional leaders such as Thailand and Singapore. This impressive 22% year-on-year increase signals a significant shift in the region’s tourism dynamics, highlighting Malaysia’s growing prominence as a top global travel destination.

Visa Relaxation Fuels Tourism Surge

A key factor driving this surge is Malaysia’s progressive visa policies. The government extended visa-free entry for Chinese nationals for five years, with the possibility of further extension until 2036, and granted Indian tourists visa-free access through 2026.

These initiatives have dramatically lowered travel barriers for two of the world’s largest outbound travel markets, resulting in a substantial influx of visitors. Additionally, Malaysia has implemented streamlined e-visa and eNTRI (Electronic Travel Registration & Information) systems, enabling faster and more convenient entry for tourists from over 60 countries.

Singapore Leads as Top Source Market

Singapore remains Malaysia’s largest source of visitors, with nearly 5 million arrivals in Q1 2025, reflecting strong bilateral ties and seamless cross-border travel facilitated by improved transport links such as the Rapid Transit System (RTS) connecting Johor Bahru and Singapore.

China follows closely as the second-largest market, contributing 1.12 million visitors, while Indonesia ranks third with 1.08 million tourists. Other notable source countries include Thailand, Brunei, India, and Australia, indicating Malaysia’s broad regional and international appeal.

Regional Competition and Changing Travel Patterns

Malaysia’s rise comes amid evolving regional tourism trends. Thailand, historically Southeast Asia’s tourism leader, recorded 9.55 million visitors in Q1 2025, placing it second behind Malaysia. Vietnam and Singapore followed with 6 million and 4.3 million arrivals, respectively.

Malaysia’s reputation for safety, family-friendly environments, and cultural diversity has attracted travelers seeking alternatives to traditional hotspots. Meanwhile, Thailand has faced challenges including political unrest and security concerns that have impacted tourist confidence.

Strategic Infrastructure and Connectivity Investments

Malaysia’s tourism revival is supported by significant investments in infrastructure and connectivity. Since mid-2024, the Ministry of Tourism, Arts, and Culture has facilitated over 3,100 weekly international flights with a combined seating capacity exceeding 620,000, enhancing accessibility from key markets in Asia, Europe, and North America.

Major airports such as Kuala Lumpur International Airport (KLIA) and Penang International Airport have undergone upgrades to improve passenger experience. The government has also expanded tourism corridors and improved road and rail networks to popular destinations like Langkawi, Penang, and the Cameron Highlands.

Economic Impact and Industry Growth

The tourism sector’s resurgence is delivering substantial economic benefits. Malaysia welcomed 6.7 million international visitors in the first two months of 2025 alone, a 31.3% increase compared to the previous year and 14.5% above pre-pandemic levels. Total tourist receipts reached RM106.78 billion in 2024, representing a 43.7% increase over 2023 and surpassing pre-pandemic figures by 20%.

This growth has spurred job creation across hospitality, retail, transportation, and cultural sectors, contributing significantly to Malaysia’s GDP and supporting small and medium enterprises (SMEs) in rural and urban areas alike.

Diverse Attractions and Global Recognition

Malaysia’s diverse attractions continue to captivate travelers worldwide. Visitors are drawn to iconic landmarks such as the Petronas Twin Towers and Batu Caves, alongside natural wonders including the pristine beaches of Langkawi and Tioman Island, and the biodiverse rainforests of Sarawak and Sabah, home to unique wildlife like orangutans and proboscis monkeys.

The country’s vibrant cultural festivals, world-class cuisine, and warm hospitality further enhance its appeal. In 2024, Malaysia was named Asia’s “most loved country” by Insider Monkey, a testament to its growing international reputation.

Sustainability and Future Prospects

Malaysia is also committed to sustainable tourism development. Initiatives promoting eco-tourism, community-based tourism, and conservation efforts are gaining momentum, aligning with global trends and traveler preferences. The government’s 2024-2026 tourism roadmap emphasizes responsible tourism practices, digital innovation, and diversification of tourism products to include wellness, adventure, and cultural tourism.

Looking ahead, Malaysia is poised to surpass 26.2 million tourist arrivals by the end of 2025, fully recovering from the pandemic’s impact and setting new records. The upcoming Visit Malaysia Year 2026 campaign is expected to further boost international arrivals, supported by continued marketing efforts, enhanced infrastructure, and strategic partnerships with global travel stakeholders.

With its blend of strategic policy, enhanced connectivity, rich cultural heritage, and commitment to sustainable tourism, Malaysia is not only leading Asia’s tourism recovery but also redefining the region’s travel landscape as a premier destination for travelers worldwide.

Turkish Airlines has expanded its complimentary “Touristanbul” program, offering international transit passengers with layovers of 6 to 24 hours at Istanbul Airport (IST) a unique opportunity to explore the city’s rich history and culture without leaving the airport experience behind.

Eligible travelers can choose from six different daily tours, each led by professional guides and including transportation by shuttle bus directly from the airport.

One of the highlights of the program is a visit to Bozdağ Film Studios in Beykoz, a sprawling 200-acre complex renowned for producing popular Turkish historical TV dramas like "Diriliş: Ertuğrul" and "Kuruluş: Osman."

This studio is the largest in Europe and the third-largest in the world, offering visitors a behind-the-scenes look at life-sized sets that recreate different eras of Turkish history.

Beyond the film studio, the various tour routes cover Istanbul’s most iconic landmarks, such as the Blue Mosque, Dolmabahçe Palace, Hippodrome, Taksim Square, Grand Bazaar, and the Galata Bridge, with photo stops and guided commentary throughout.

Passengers can also enjoy authentic Turkish cuisine—such as fire-cooked soup and hand-pounded rice pudding—at local restaurants, and participate in cultural workshops like glassmaking and archery.

All meals, museum entrance fees, and transportation are included at no cost, and the tours are available every day of the year, with 19 different routes offered weekly. To participate, passengers must have a Turkish Airlines ticket with a layover of 6 to 24 hours, and must register at the Touristanbul desk at least 30 minutes before the tour begins.

The program is designed to ensure travelers return to the airport with ample time for their connecting flights, transforming what could be idle hours into a memorable cultural experience.

Etihad Guest, the loyalty program of Etihad Airways, has expanded its highly popular competition, The Extraordinary Challenge, by increasing the total prize pool to over 20 million Etihad Guest Miles following an unprecedented surge in participation.

Initially, the challenge offered 5 million miles to the first member to visit all 15 of Etihad’s newly launched destinations, with second and third place receiving 3 million and 1 million miles, respectively. However, due to overwhelming demand, Etihad has now added 12.5 million additional miles, opening the door for more than 200 winners in total.

The competition, which runs until May 25, 2026, is open to both new and existing Etihad Guest members. Participants must travel to or from 15 specific new year-round destinations, including cities such as Addis Ababa, Atlanta, Prague, and Taipei, within a 12-month period. The race is based on speed and dedication—the fastest members to complete all 15 routes win the largest prizes, while tie-breakers are resolved by the earliest registration date.

In addition to the top three grand prizes, Etihad has introduced "The Extraordinary Milestones" category: the first 100 members to visit five new destinations will receive 25,000 miles each, and the first 100 to reach ten destinations will earn 100,000 miles each. This expansion aims to reward both the most ambitious travelers and those making significant progress, with members able to track their journeys and standings on a live digital leaderboard.

Mark Potter, Managing Director of Etihad Guest, commented, “We’ve seen an amazing response across the globe since we launched The Extraordinary Challenge, and expect to see over 50,000 member sign-ups as more destinations come online. Having seen the desire and determination of so many, we wanted to reward Etihad Guest members even more by giving flight to their ambition with more prize miles and potential for 200 additional winners”.

Sohar International and its Islamic banking division, Sohar Islamic, have announced a new partnership with SalamAir, Oman’s prominent budget airline, to bring substantial savings to their customers on domestic travel. Under this collaboration, credit cardholders from Sohar International and Sohar Islamic can enjoy up to 40% off, while debit cardholders receive a 15% discount on SalamAir flights within Oman.

The offer covers popular routes such as Muscat to Salalah, Masirah, Duqm, and the newly introduced Sohar to Salalah flights, with bookings available from June 22 to August 31, 2025, for travel between July 1 and August 31, 2025.

To take advantage of these discounts, eligible customers must book their tickets through SalamAir’s official website, applying special promo codes provided by the banks and using their Sohar cards for payment. The partnership was officially launched at a signing event on June 17, 2025, at Sohar International’s headquarters, highlighting a shared vision to blend financial services with lifestyle benefits and support Oman’s national tourism strategy outlined in Vision 2040.

Bank officials, including Abdul Qadir Al Sumali, stressed that the initiative is designed to go beyond simple discounts, aiming to create a more integrated experience for customers by connecting banking with travel. Steven Allen, SalamAir’s Chief Commercial Officer, noted that the airline is committed to making domestic travel more affordable, especially during the busy Khareef season in Salalah.

SalamAir, which operates a growing fleet of Airbus aircraft and serves over 80 flights daily, is also investing in digital upgrades, such as a new WhatsApp ticketing service. The airline has introduced fixed fares for Omani nationals on key routes to further support local travelers.

This partnership not only delivers significant value to Sohar International and Sohar Islamic customers but also contributes to the wider goals of enhancing domestic tourism and strengthening collaboration between Oman’s banking and aviation sectors.

Air Arabia has launched a major summer mega sale, offering one-way fares starting from just Dh149 for select destinations across its network. The promotion is available for bookings made between June 30 and July 6, 2025, with travel permitted from July 14 to September 30, 2025—a period that covers the busy summer holiday season and is ideal for families and travelers looking for affordable getaways.

The discounted fares apply to a wide variety of routes from Sharjah and Abu Dhabi. Travelers departing from Sharjah can fly to Bahrain and Muscat for as low as Dh149, while fares to Dammam, Riyadh, Salalah, and Kuwait start at Dh199. Routes to Abha, Tabuk, and Yanbu are available from Dh298, Doha from Dh399, Jeddah and Medinah from Dh449, and Taif from Dh574.

For those heading to South Asia, Abu Dhabi to Chennai fares start at Dh275, Kochi at Dh315, Dhaka at Dh499, and Chattogram at Dh549. From Sharjah, travelers can book flights to Ahmedabad from Dh299, Delhi from Dh317, Mumbai from Dh323, Thiruvananthapuram from Dh325, and Kathmandu from Dh449. These special rates are especially appealing for the large South Asian expatriate community in the UAE.

Air Arabia’s summer sale comes as the airline reports strong financial growth, with a net profit of Dh355 million in the first quarter of 2025—a 34 percent increase year-on-year. The airline also saw a 14 percent rise in turnover to Dh1.75 billion and carried more than 4.9 million passengers in the first three months of the year, achieving an average seat load factor of 84 percent.

The airline is also expanding its network, with the resumption of direct flights between Sharjah and Damascus starting July 10, 2025, operating twice daily. All fares in the promotion are one-way and include surcharges, but airport taxes may not be included and are subject to change. Seats are limited and are expected to sell out quickly, so travelers are encouraged to book early to secure the best deals.

For passengers needing flexibility, Air Arabia allows modifications or cancellations of bookings online, via its call center, or at sales offices, though fare differences and terms may apply

Cebu Pacific, the Philippines’ largest low-cost airline, has announced a special seat sale in honor of the country’s 127th Independence Day, offering one-way base fares from Dubai to Manila for just Dh3. The promotion, part of the airline’s annual Super Seat Fest, is available for bookings made between June 11 and June 15, 2025. The travel period for these discounted tickets spans from December 1, 2025, to May 31, 2026, making it ideal for those planning year-end holidays or summer visits to the Philippines.

The Dh3 fare covers only the base ticket price, with additional charges for taxes and surcharges. Cebu Pacific’s extensive network allows travelers to connect from Manila to 37 domestic and 26 international destinations, including popular tourist spots like Boracay, the Banaue Rice Terraces, Vigan, and Davao’s Seven Falls. The airline encourages passengers to explore the Philippines’ rich historical and cultural sites, such as Intramuros and the National Museum complex in Manila.

Booking is available through Cebu Pacific’s official website, with multiple payment options including credit cards, debit cards, and e-wallets. The airline also offers special guidelines for families traveling with infants or minors: infants under two years old may travel on an adult’s lap for an infant fee, and strollers or car seats can be brought free of charge. Children aged 12 and above are considered adult guests, and minors traveling with parents only need to present documents proving their relationship, such as a birth certificate or valid IDs.

Seats at the promotional rate are limited and subject to availability, so travelers are encouraged to book early. Cebu Pacific’s Super Seat Fest is a recurring event, celebrated alongside major milestones and holidays, and continues to be popular among Filipinos abroad looking for affordable ways to reunite with family or explore the country’s diverse attractions.