Malaysia bets on durian trails, wildlife to extend tourism boom

Malaysia hopes that food pilgrimages, farm stays and wildlife treks will lure visitors. Read more at straitstimes.com.

KUALA LUMPUR – The drive up to Bloopy Durians’ orchard is not for ordinary cars. The narrow, rutted track snakes across the remote hills of central Malaysia, taking visitors through sticky heat and dense trees.

But the rough journey is as much the point as the destination. Some tourists, like Mr Harliandy Salim from Indonesia, have made the trip several times. “We have durians in Indonesia too, but the taste is not the same,” said Mr Salim, 43, who brought his family along in January to share the experience.

Malaysia is betting that adventures like this can underpin its push to attract more tourists, as authorities roll out the Visit Malaysia 2026 campaign. After a record-breaking year for arrivals in 2025, officials hope that food pilgrimages, farm stays and wildlife treks will lure visitors in even greater numbers.

The South-east Asian nation has long been overshadowed by its regional neighbours including Thailand, with its vibrant nightlife and white-sand beaches, and Bali in Indonesia, a surfing and wellness paradise. Those places have built a distinct reputation, supported by a strong service culture geared toward international visitors. 

But Malaysia is gradually gaining ground.

Visa-free entry for Chinese and Indian nationals – two of Asia’s biggest outbound markets – as well as increased flight connectivity has supported arrivals. Lingering safety concerns about Thailand, triggered by a series of high-profile human trafficking, has also bolstered Malaysia’s appeal.