Malaysia Drives Southeast Asia Tourism Growth for South Africa with Rising Arrivals and Spend
KUALA LUMPUR, 4 February 2026 – Malaysia continues to strengthen its position as a leading source market for South Africa in Southeast Asia, driven by resilient travel demand, rising arrivals, and a return to record visitor spend. Forward projections highlight Malaysia’s growing contribution to South Africa’s tourism economy and its importance as a long-haul source market within the region. These insights were discussed during a briefing by South Africa’s Minister of Tourism, the Honourable Ms Patricia de Lille as part of a broader Southeast Asia tour.
Overall outbound travel from Malaysia is projected to grow at a compound annual growth rate of 8.1% between 2024 and 2030, supported by sustained demand across both business and leisure segments. Arrivals from Malaysia in 2025 is 7,773 which is a 17.3% increase since 2024. The Minister is optimistic that these arrivals will continue to increase into 2026.
In 2024, Malaysian traveller spend recovered to pre-pandemic levels, reaching ZAR125.9 million (MYR30.7 million), slightly higher than ZAR125.6 million (MYR30.6 million) in 2019, and is projected to grow further in 2026.
Engaging tourism authorities and industry stakeholders as part of bilateral discussions during the visit, South Africa’s Minister of Tourism, The Honourable Ms Patricia de Lille, highlighted the significance of Malaysia as a source market and the value of these interactions: “Southeast Asia is an important source market for South Africa, with Malaysia being a key contributor. Malaysian travellers are showing an encouraging appetite for leisure, wildlife, cultural, and business experiences, returning to pre-pandemic levels and reflecting a strong recovery. This demand provides opportunities to diversify our tourism offerings while strengthening cooperation through joint tourism promotion, knowledge-sharing and strategic initiatives.”
She added, “This visit provides a key platform for bilateral engagement, allowing us to gain insights into traveller preferences and market trends that guide our tourism strategy. By showcasing offerings that resonate with Malaysian travellers, whether MICE for corporates, Halal offerings, wildlife or cultural tourism for leisure travel, and working closely with tour operators and airlines, we are well positioned to serve this market while building partnerships that support sustainable growth for both countries.”
Malaysian travellers visit South Africa primarily for leisure and social purposes, with holidays and visiting friends and family as the main drivers. Interest for Business and MICE (meetings, incentives, conferences, and exhibitions) travel have also supported the market’s recovery, demonstrating South Africa’s position as a destination for professional engagements. The growth is further supported by rising numbers of first-time visitors, while returning repeat travellers, now back to pre-pandemic levels, highlight growing confidence and loyalty in South Africa as a long-haul destination.
This year, South Africa further bolsters its Sport Tourism through the very first LIV Golf in Africa in March 2026 and the 2027 Cricket World Cup. In addition, the World Economic Forum (WEF) has announced their Special Meeting which mirrors the WEF Davos, will take place in South Africa next year.
Top activities and destinations for Malaysian travellers in South Africa
Dining, shopping, and socialising are the top activities for Malaysian visitors, followed by visits to natural attractions, wildlife encounters and beach destinations. These trends point to a return to immersive, experience-based travel, particularly among younger and mid-age travellers seeking authentic experiences.
The most visited provinces among Malaysian travellers are Gauteng, the Western Cape, and Limpopo. Gauteng attracts visitors with its urban experiences, shopping and business hubs, the Western Cape for its landscapes and culinary offerings, while Limpopo is known for its cultural heritage and wildlife experiences.
Looking ahead, opportunities exist to expand independent traveller marketing, build on packaged tour momentum through curated hybrid leisure-business offerings and diversify provincial destinations. Continued focus on MICE positioning, digital engagement, and strengthened OTA partnerships will be key to capturing both short-lead and forward bookings.
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