MALAYSIAMarket Profile

Kuala Lumpur

Malaysia

Visitors Spend

Holiday BusinessVFR Education Other

56%

35%

8%6%

7%

27%

21%

9%

34%

9%

Visitors and Spend by Purpose in 2015

The profile of the Malaysian leisure visitor travelling to WA is similar to those visiting other Australian states.

Compared to the average Malaysian leisure visitor to Australia, those visiting WA tend to spend slightly more per day ($113 vs. $120). However, their holidays or breaks in WA are shorter, so spend less per trip ($1,493 vs. $1,374) 2.

The vast majority of leisure visitors are mono destination with 94% visiting only WA while on this trip2.

17%

33%

20%

16%

31%

26%

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

Western Australia’s 3rd largest

international market by visitors and spend2

80,400 Malaysian visitors to Australia visited WA2

Malaysian visitors spend

$2,434 per trip or $196 million

in total2

of Malaysian visitors travel to WA for leisure+2

85%

1/3

of Malaysian visitors spend goes on leisure+2

of all spend is attributable to those

here for education

purposes2

Visitors to WA

Visitors to AUS

69%73%

Consumer research completed in 2015 identified the WA experiences Malaysian travellers find most appealing are coastal/beach, wildlife and island experiences.

The biggest barrier to travelling to WA is cost – both airfares and on-ground while here3.

What do they find most appealing...

50%

29%

27%

WESTERN AUSTRALIA SPECIFIC FACTS:

Repeat visitation: Visitors to WA vs. AUSRepeat visitation is high. 73% of Malaysian leisure visitors to WA have visited Australia before.

..

..

RegionalDispersal

What they are looking for...

Inspiration...Malaysian long haul travellers use a range of sources when planning and booking a holiday to Australia, with general internet searches providing early inspiration3.

In 2015, 16% of Malaysian leisure visitors spent at least one night outside the Experience Perth region.

Australia is an appealing destination for Malaysian travellers.

Malaysian travellers look for natural beauty and coastal experiences in a holiday destination and believe Australia can offer this.

Food and wine experiences are also very important to the Malaysian traveller but not strongly associated with Australia1.

Preferred information sources for planning and booking2 - Top 5, Malaysian long haul travellers

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

1%

1%2%

98%

14%

General internet searching

Friends / relatives that have been before or live there

Travel or guide books

Online and social media photos and blogs

Online travellers’ opinions and reviews

37%

35%

34%

31%

28%

EARLY PLANNING & HOLIDAY INSPIRATION

Directly through airline (online)

Travel agent (telephone or in person)

Accommodation provider (online)

Other travel booking website

Other online source

38%

31%

24%

18%

18%

BOOKING HOLIDAY TO AUSTRALIA

Friends / relatives that have been before or live there

General internet searching

Travel or guide books

Online and social media photos and blogs

Airline

39%

35%

29%

28%

26%

INFORMATION ABOUT AUSTRALIA

Australia is the

4th most visited

destination visited out of region destination

for Malaysians1

In 2015, just over

300,000 Malaysian visitors spent

$870 million in Australia

Malaysia is the

7th largest

international visitor market to Australia in terms of visitor

spend and numbers2

SOURCES: 1. Tourism Australia, Consumer Demand Project, Understanding the Malaysian Market, 2016-17. 2: Tourism Research Australia, International Visitor Survey. 3. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015.

+Leisure visitors are those travelling for a holiday and/or to visit friends and relatives.

NEED MORE INFORMATION?For more information contact: research@westernaustralia.com