Malaysians Embrace Non-Urban Travel on Airbnb, with Nearly 80% Exploring Beyond Cities

 Travellers across Malaysia are choosing quieter, off-the-beaten path destinations, as they seek more meaningful ways to travel. 

Following its latest report, Beyond the Beaten Track: Unlocking Tourism Growth Across Asia Pacific, an Airbnb-commissioned survey found that nearly 80% of Malaysians visited a non-urban domestic destination in the past 12 months, and 88% plan to do so in the year ahead. This preference spans across generations, with Gen Z leading the shift towards travel that feels more local, authentic and immersive. 

Amanpreet Bajaj, Airbnb’s Country Manager for Southeast Asia & India said, "As the world continues to get increasingly connected, we’re seeing travellers broaden the way they choose to explore destinations. In Malaysia, alongside cities, many travellers are seeking out lesser known locations in non-urban areas that offer a slower pace, deeper personal connection, and a more authentic sense of local life. This sustained interest in rural and non-urban destinations directly supports Malaysia’s goals for Visit Malaysia 2026 - to drive more sustainable, high-value tourism by spreading travel beyond major cities and into local communities. It not only enables cultural exchange, but also creates meaningful economic opportunities for small businesses and hosts across the country. "

Malaysian Travellers Look For Authenticity And Connection in Non-Urban Destinations

Airbnb data shows that overall nights stayed for non-urban stays in Malaysia grew by 15% in 2025, with destinations such as Bentong, Sepang and Cameron Highlands seeing growth in searches and nights stayed. 

Malaysians are also motivated by more purposeful travel, with 91% surveyed prioritising authentic, community-based travel experiences and 90% saying it is important to support local communities when they travel.2

Nature and scenery (54%) and peace and relaxation (51%) are among the top reasons Malaysians choose non-urban destinations, alongside an interest in food and local products (42%)2. Together, these insights highlight a desire to slow down, reconnect, and experience destinations more meaningfully beyond major urban centres.

Expanding Access to Rural Destinations 

Accommodation availability plays a key role in shaping travel decisions, particularly for rural and non-urban destinations. In Malaysia, more than eight in ten (84%) travellers surveyed say they are more likely to visit rural areas if alternative accommodation options such as home-sharing and vacation rentals are available2. This highlights how greater access to diverse stays is enabling more Malaysians to explore destinations that may have previously been less accessible.

This preference is also driven by the unique benefits these stays offer. Nearly half of Malaysians (49%) surveyed chose Airbnb stays for their suitability for family or group travel, allowing everyone to stay together under one roof2. Others cited value for money (47%) and access to more space (39%) as key reasons2, reinforcing the appeal of alternative accommodations for more comfortable and flexible travel experiences.

When Travel Spreads Out, Local Communities Benefit

The survey also underscores the economic impact of travel dispersal across non-urban areas. Most Malaysians surveyed (91%) spent up to five nights on their most recent rural trip, with over half (51%) opting for shorter getaways of one to two nights, suggesting a steady flow of domestic travel into these communities2. During these trips, travellers reported spending an average of RM117 per person on local goods and services, contributing directly to local economies2.

Spending is largely directed towards everyday, community-based businesses, with 90% of travellers spending on food and drinks, 54% on groceries and local markets, and 48% on local tours or experiences2. 

Hosts also play a key role in shaping this spending. Approximately 83% of guests received local recommendations during their stay, most commonly for food and drink (67%), outdoor or nature activities (53%), and cultural sites or events (43%)2. Notably, nearly all travellers surveyed said these recommendations influenced where they chose to spend locally.

Hayati, a host on Airbnb, who runs a homestay in the Perhentian Islands (off Malaysia's northeast coast) that operates entirely on solar power from a restored colonial-era building said, “Becoming a host on Airbnb felt like the first step toward making a difference. It gave me both the platform and the responsibility to promote a better way of experiencing the island - one that respects the reef, the locals, and the ocean itself.” Her story shows how small-scale, community-led tourism can preserve culture, respect nature, and spread opportunity well beyond Malaysia’s traditional tourist centres.

With travel demand across Asia Pacific remaining strong, Airbnb’s Beyond the Beaten Track: Unlocking Tourism Growth Across Asia Pacific report provides insight into how non-urban destinations are contributing to evolving travel patterns, expanding accommodation options, and supporting economic activity across a wider range of communities.