Malaysia · domestic tourism · 16 states · 2025
Where should the next visitor go?
- Visits
- 0.0M
- Spending (est.)
- RM 0.0bn
- Concentration
- 0.000▲ 0.007
1The problem
0%
of 290.1M visits go to just 3 of 16 states
Selangor, Kuala Lumpur and Perak
2The opportunity
+0.0M
more visitors fit in the 5 most under-visited states before hotels fill up
LabuanJohorSarawakSabahTerengganu
3The obstacle
0 of 16 states
are held back by one weak link - and it is a different one in each
Access 5Awareness 4Amenities 5
4The payoff
0.0M visitors moved
if 10% of Selangor's trips went to Johor, Sarawak and Sabah
Concentration −2.5%National spending +RM 26M
Explore the 16 states
Show
Most untapped first
Where the untapped potential is
over-visitedunder-visited
Johor
18.2M visitors · 6.3% of Malaysia
How visited it is33
What it can offer59
What holds it back
Access41
Awarenessbottleneck40
Amenities47
Few out-of-state or foreign travellers know to go.
Room to grow
+15.6M
hotels 54% full
Travellers say
82 /100
weakest: safety
The evidence
The quietest half of the states get 30% of visits
Tourism is more concentrated than in 2018
People who go, like it - almost equally everywhere
Perlis84
Terengganu84
N. Sembilan83
Labuan83
Perak83
Putrajaya83
Pahang82
Sabah82
Johor82
Kuala Lumpur82
Sarawak82
P. Pinang82
Kelantan81
Selangor81
Kedah81
Melaka81