Malaysia’s Big Bet on 4.3 Million Indonesian Travellers

By The Malketeer

Tourism Malaysia doubles down on its second-largest market with new campaigns, incentives, and medical travel packages

The numbers speak volumes, and Malaysia is listening.

With a bullish target of 4.3 million Indonesian tourist arrivals in 2025 and an even more ambitious 4.7 million in 2026, Malaysia is sending a clear message: Indonesia is not just a key market, it’s the market to watch.

Unveiled during a high-powered Visit Malaysia 2026 roadshow in Surabaya, the goal reflects a surge in post-pandemic regional travel, bolstered by improved air connectivity, stronger bilateral ties, and a strategic mix of medical tourism, shopping campaigns, and value-packed travel incentives.

“Indonesia remains our second-largest source of visitors. The growth we’re seeing now reflects both pent-up demand and renewed confidence in Malaysia as a holiday destination,” said Datuk Yeoh Soon Hin, Deputy Chairman of Tourism Malaysia.

Already, over 770,000 Indonesians had travelled to Malaysia by February 2025—a 15% spike compared to the same period last year.

The reasons are plenty, but at the heart of it sits proximity, familiarity, and irresistible value.

106,000 Weekly Seats Connecting Two Nations

Connectivity is key and here, Malaysia is ahead of the curve.

With 591 weekly direct flights between the two nations and over 106,000 seats available, Malaysia is more accessible than ever to Indonesian travellers.

Surabaya alone boasts up to 11 daily flights to Malaysia, serving key destinations like Kuala Lumpur, Johor Bahru, and Penang.

It’s not just leisure travellers that are being courted.

Tourism Malaysia is going full-throttle with grants for charter flights, incentives for MICE groups, and digital co-promotions with OTAs (Online Travel Agencies) to cover a wide spectrum of travel segments.

Medical Tourism and Mega Sales

One of the boldest moves in Malaysia’s 2025-2026 tourism blueprint is its aggressive push in medical tourism—a category where Malaysia has long been a regional leader.

Packages are being marketed in Surabaya and beyond for health check-ups, aesthetic procedures, and specialist care, aimed at Indonesia’s growing middle class seeking affordable and reliable treatment abroad.

At the same time, the allure of shopping remains strong.

Malaysia’s culinary and retail experiences are being turbocharged with nationwide events like the Malaysia Super Sale and Year-End Sale, backed by hotels, airlines, and retailers.

From the luxury outlets of Genting Highlands to the street markets of Penang, there’s a concerted push to make every ringgit spent by Indonesians feel like double the value.

Industry-Ready and Regionally Rooted

In Surabaya, the response has been enthusiastic.

“We are ready to collaborate and amplify these efforts through our East Java network,” said Eko Mujiono, Chairman of the Indonesian Tourism Industry Association (ASPPI).

“There’s strong demand for medical packages, and with the frequency of flights, the infrastructure is already there.”

Indeed, regional industry players are seeing this not just as a campaign, but as a strategic alignment of interests with airlines, hospitals, retailers, and travel agents all working in sync to drive numbers.

Tourism Malaysia’s Southeast Asia International Promotion Division Director Salinda Sany and Jakarta Director Hairi Mohd Yakzan were also present at the roadshow, reinforcing the agency’s commitment to in-market engagement and partnership building.

This isn’t just about recovery it’s about reshaping Malaysia’s tourism narrative.

By targeting Indonesia with a clear, multi-pronged strategy, Malaysia is demonstrating how neighbourhood marketing can yield sustained gains.

It also signals a shift towards experience-led, purpose-driven tourism, with medical wellness, culinary discovery, and smart shopping forming the pillars of the visitor experience.

With early momentum building and flights packed, Malaysia’s bet on the Indonesian traveller could very well be the marketing masterstroke of its tourism revival playbook.