21

9.8

11.8

10.49.7 9.8 10.1 9.8

13.712.4

10.6

12.010.8

11.9

14.5

12.811.6 12.1

12.211.6

17.8

15.9

14.015.2

13.2

1.22 1.22 1.22 1.20 1.24 1.21 1.19 1.30 1.28 1.32 1.26 1.220.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

18.0Total (million) Visitors Trips Average Trip

SUMMARY FINDINGS

1. OVERVIEW OF DOMESTIC TOURISM IN 2011

Domestic tourism in Malaysia in 2011 is mainly influenced by seasons (e.g. public and

school holidays, festivals) and the organisation of large-scale events. On an average,

52.2 per cent of Malaysian residents aged 15 years and above made domestic tourism

trips in 2011.

Chart 1: Number of domestic visitors and trips by month, 2011

A total of 131.0 million1 domestic visitors comprising excursionists and tourists were

recorded in 2011 with 162.8 million trips made. Excursionists are those who travel less

than 24 hours while tourists are those who travel for at least one night.

Chart 1 showed the number of domestic visitors by month during the year 2011. The

highest number of domestic visitors recorded was in August,13.7 million visitors with

17.8 million trips and in September, 12.4 million visitors with 15.9 million trips. This is in

conjunction with the Hari Raya celebrations, which is a tradition for Malaysians to “Balik

Kampung2”. In 2011, on an average, Malaysian residents aged 15 years and above made

1.24 trips. However, in the months of August and September, domestic visitors made

1.30 trips and 1.28 trips respectively. The third highest number of domestic visitors was

recorded in November 2011, 12.0 million visitors with 15.2 million trips made. This

coincided with the Hari Raya Qurban celebrations and school holidays.

Notes: 1. This number includes the same residents who make a trip or multiple trips in a year.

2. “Balik Kampung” is a tradition for Malaysian citizens to return to their hometown during the holiday celebrations (e.g. school holidays, Eid celebration, Chinese New Year, Christmas) to visit their parents and relatives.

22

0.0

30.0

60.0

90.0

120.0

150.0

2010 2011

37.0 42.6

78.588.4

115.5

131.0

Total(million)

Rural Urban Malaysia

2. KEY STATISTICS OF DOMESTIC TOURISM

In 2011, the spending by domestic visitors was RM42.3 billion, registering a 22.1 per cent

increase as against RM34.7 billion spent in 2010. The number of domestic trips in 2011

increased 18.1 per cent (162.8 million trips as compared with 137.9 million trips in 2010).

In terms of the average expenditure per trip of a domestic visitor, it increased 3.2 per cent

from RM252 in 2010 to RM260 in 2011 (Table 1).

Table 1: Key statistics of domestic tourism, 2010 and 2011

2.1 Number of Domestic Visitors

The number of domestic visitors increased 15.5 million or 13.4 per cent to record

131.0 million visitors in 2011. About two thirds or 88.4 million were visitors from the

urban areas while the remaining one third or 42.6 million were from the rural areas.

Domestic visitors from the urban and rural areas registered increases of 12.6 per

cent and 15.1 per cent respectively as against 2010 (Chart 2).

Chart 2: Number of domestic visitors by strata, 2010 and 2011

Item 2010 2011 Percentage Change (%)

Total Expenditure (RM million) 34,679 42,346 22.1

Number of Trips (‘000) 137,853 162,835 18.1

Average Expenditure (RM) 252 260 3.2

23

-

20

40

60

80

100

120

140

Excursionist ('000)

Tourist ('000)

Total Visitors ('000)

Rural 29,732 12,867 42,599

Urban 55,539 32,864 88,403

Total 85,271 45,731 131,002

29.7

12.9

42.6

55.5

32.9

88.485.3

45.7

131.0

Total (Million)

-

20

40

60

80

100

120

Excursionist ('000)

Tourist ('000)

Total Visitors

('000)

Rural 25,523 11,443 36,966

Urban 50,394 28,096 78,490

Total 75,917 39,539 115,456

25.5

11.4

37.0

50.4

28.1

78.575.9

39.5

115.5

Total(Million)

Out of the 131.0 million domestic visitors in 2011, 65.1 per cent or 85.3 million

were excursionists, while the remaining 34.9 per cent or 45.7 million were tourists.

Both segments of visitors registered increases with excursionists, 12.3 per cent

and tourists, 15.7 per cent (Chart 3).

Chart 3: Number of domestic excursionists and tourists by strata,

2010 and 2011

2.2 Number of Domestic Tourism Trips

The number of domestic tourism trips increased by 18.1 per cent in 2011, from

137.9 million trips to 162.8 million trips. Domestic tourism trips from the urban and

rural areas increased 17.7 per cent and 19.0 per cent respectively as against

2010 (Chart 4).

Chart 4: Number of domestic tourism trips by strata, 2010 and 2011

2011 2010

0.0

60.0

120.0

180.0

2010 2011

46.555.4

91.3107.4

137.9

162.8

Total(million)

Rural Urban Malaysia

24

2.3 Expenditure by Domestic Visitors

From the total expenditure of

RM42.3 billion spent by domestic

visitors, those from the urban areas

spent 74.9 per cent or RM31.7

billion. In comparison, domestic

visitors from the rural areas spent

25.1 per cent or RM10.6 billion.

On a year-on-year basis, visitors

spending for both strata increased

26.3 per cent and 10.4 per cent

respectively (Chart 5).

On an average, visitors from the

urban areas spent RM295 per trip

while those from the rural areas

spent RM191 per trip (Chart 6).

Chart 5: T o t a l e x p e n d i t u r e o f domestic visitors by strata, 2010 and 2011

Chart 6: Average expenditure of domestic visitors by strata, 2010 and 2011

Total Expenditure

2010 : RM34.7b 2011 : RM42.3b

0.0

15.0

30.0

45.0

2010 2011

25.1

31.7

9.6 10.6

RM billion

Urban Rural

0

100

200

300

2010 2011

274295

207191

RM

Urban Rural

25

Strata

Average Length of Stay

Total Expenditure (RM million)

Average per Diem Expenditure

(RM)

Average Expenditure per Trip (RM)

2010 2011 2010 2011 2010 2011 2010 2011

Urban 2.58 2.47 17,260 20,561 557 562 216 227

Rural 2.59 2.39 6,424 6,448 500 431 193 180

Malaysia 2.58 2.45 23,684 27,009 541 524 210 214

3. AVERAGE LENGTH OF STAY AND EXPENDITURE BY DOMESTIC TOURISTS

While the total expenditure spent during the domestic trips continue to increase, the

duration of stay declined marginally from 2.58 days to 2.45 days per trip. Consequently,

the average expenditure per trip also decreased marginally from RM541 in 2010 to

RM524 in 2011. However, the average per diem expenditure which is the average

expenditure per trip over the average length of stay increased 1.9 per cent from RM210 in

2010 to RM214 in 2011 (Table 2). This is due to the increase in costs incurred during

travelling such as food & beverages and transportation.

Table 2: Average length of stay and average expenditure per trip by strata, 2010 and 2011

26

4. COMPONENTS OF EXPENDITURE OF DOMESTIC VISITORS Out of the total RM42.3 billion spent by domestic visitors, shopping and transportation

cumulatively accounted for RM23.1 billion or 54.7 per cent. Food & beverages took up

about one quarter or RM10.0 billion, while 11.9 per cent or RM5.0 billion was spent on

accommodation (Table 3). This pattern of expenditure by domestic visitors is similar as the

previous year.

Table 3: Components of expenditure by domestic visitors, 2011

Components

Total Expenditure (RM million)

Percentage Share (%)

Percentage Change

(%) 2010 2011 2010 2011

Shopping 8,914 13,149 25.7 31.0 5.3

Transport 8,098 10,019 23.4 23.7 0.3

Food & beverages 7,975 9,691 23.0 22.9 -0.1

Accommodation 6,130 5,028 17.6 11.9 -5.7

Expenditure before the trip/packages/entrance fees/ tickets

894 1,097 2.6 2.6 0.0

Other activities 2,667 3,362 7.7 7.9 0.2

Total Expenditure 34,679 42,346 100.0 100.0

27

Domestic tourists on the other hand spent RM20.2 billion on food & beverages, transport

and accommodation during their trips (Table 4). These three components accounted for

74.6 per cent of expenditure by domestic tourists. Shopping was 14.1 per cent (RM3.8

billion), expenses on entrance fees/tickets, expenses before travelling such as purchase

of luggage or warm clothes and packages, 3.0 per cent (RM0.8 billion) and expenses for

other activities such as sports, health centres and spa, 8.3 per cent (RM2.2 billion).

Table 4: Components of expenditure by domestic tourists, 2011

Components

Total Expenditure (RM million)

Percentage Share (%)

Percentage Change

(%) 2010 2011 2010 2011

Food & beverages 6,448 7,756 27.2 28.7 1.5

Transport 6,220 7,417 26.3 27.4 1.1

Accommodation 6,096 4,985 25.7 18.5 -7.2

Shopping 2,603 3,801 11.0 14.1 3.1

Expenditure before the trip/packages/entrance fees/tickets

595 801 2.5 3.0 0.5

Other activities 1,722 2,249 7.3 8.3 1.0

Total Expenditure 23,684 27,009 100.0 100.0

28

5. TRAVELLING PATTERNS OF DOMESTIC VISITORS 5.1 Purpose of Visit and Main Activities

The tradition of “Balik Kampung” continues to be a major factor in determining the

trips of domestic visitors. This is clearly demonstrated by the majority of domestic

visitors who travel for the purpose of visiting friends and relatives. The percentage

recorded by this activity was the highest at 43.2 per cent. This was followed by

trips to shopping destinations, 31.4 per cent; vacation and entertainment, 14.0 per

cent and medical/personal care, 2.5 per cent. The details of the main activities

undertaken by domestic visitors is shown in Table 5.

Table 5: Domestic visitor trips by purpose of visit and main activities undertaken, 2011

29

In 2011, 75.6 per cent of domestic tourists visited friends and relatives or “Balik

Kampung”. This was followed by trips for vacation, 17.3 per cent, official business/

education, 3.7 per cent and entertainment, 1.1 per cent. Trips for incentive travel,

medical treatment, shopping and places of worship was each below 1.0 per cent.

Table 6 shows the main activities undertaken by domestic tourists during their

trips.

Table 6: Domestic tourist trips by purpose of visit and main activities

undertaken, 2011

30

5.2 States Most Visited by Domestic Visitors

Table 7 shows the leading five states that received the highest number of domestic

visitors and the top five key destinations for each of the states mentioned.

Selangor was the state most visited by domestic visitors followed by Sabah and

W.P. Kuala Lumpur.

Table 7: Top five destinations in each state most visited by domestic

visitors, 2011

31

In terms of domestic tourists, Kedah received the highest number, 5.1 million

tourists or 11.2 per cent followed by Johor, 4.3 milllion or 9.4 per cent and Perak,

4.1 million or 8.9 per cent. Chart 7 shows the arrival of domestic tourists by state in

2011.

Chart 7: Arrival of domestic tourists by state, 2011

0 1,000 2,000 3,000 4,000 5,000 6,000

W.P. Labuan

W.P. Putrajaya

Perlis

Kelantan

Terengganu

W.P. Kuala Lumpur

Melaka

Sarawak

Sabah

Pahang

Selangor

Pulau Pinang

Negeri Sembilan

Perak

Johor

Kedah

102

205

1,077

2,392

2,659

2,662

2,775

2,882

3,230

3,407

3,530

3,554

3,745

4,065

4,321

5,125

Number of Tourists ('000)

32

Air1.2%

Water

1.3%

Private vehicles89.8%

Bus

7.6%

Taxi

2.2%

Train

0.4%Land97.5%

5.3 Mode of Transportation

As in the previous survey, land transport is still the most preferred mode of

transport by domestic visitors accounting for 97.5 per cent. Water transport was

next at 1.3 per cent and air transport, 1.2 per cent.

Travelling by road using private vehicles was reported as the first choice of

transport at 89.8 per cent. Next was buses and taxis at 9.8 per cent and trains at

0.4 per cent (Chart 8).

Chart 8: Percentage of domestic visitors by mode of transport, 2011

5.4 Types of Accommodation

About 84 per cent of domestic tourists chose to stay with friends and relatives. This

was followed by hotels, 14.2 per cent. Less than 1.0 per cent of domestic tourists

stayed in chalets, apartments, rest houses and homestays (Chart 9).

Chart 9: Types of accommodation used by domestic tourists, 2011

.

83.9%

14.2%

0.8%0.5%

0.4%

0.2%

Friends & relatives house

Hotel

Chalet

Apartment

Homestay

Rest house

33

≥ 55

40 - 54

25 - 39

≤ 24

12.3

29.3

38.0

20.4

12.4

28.8

37.5

21.3

Age Group

2010

2011

6. DEMOGRAPHIC PROFILE OF DOMESTIC VISITORS 6.1 Age Group and Gender

In 2011, the proportion of male domestic visitors was 49.0 per cent and female

domestic visitors was 51.0 per cent. This ratio was about the same as 2010

(Chart 10). The percentage of male visitors registered a marginal increase of

0.2 per cent as compared with 2010.

Chart 10: Percentage distribution of domestic visitors by gender, 2010 and 2011

In the analysis by age group, the percentage distribution of domestic visitors is

similar in 2010 and 2011 (Chart 11). More than 80 per cent of domestic visitors

were from the age group 54 years and below in 2011. Specifically, 37.5 per cent

were in the age group 25 to 39 years, 28.8 per cent in the age group 40 to 54

years and 21.3 per cent were below 24 years of age. Domestic visitors from the

age group 55 years and above accounted for the remaining 12.4 per cent.

Chart 11: Percentage distribution of domestic visitors by age group, 2010 and 2011

2010 2011

Female 51.0%

Male 49.0%

Female 51.2%

Male 48.8%

34

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Tertiary Secondary Primary No Formal Education

21.3

56.8

18.2

3.7

Percentage(%)

Bumiputera67.0%

Chinese22.0%

Indians7.0%

Others4.0%

6.2 Ethnic Group

The 2011 survey showed that the majority of domestic visitors were Bumiputera.

This group represented 67.0 per cent of total domestic visitors. This was followed

by Chinese, 22.0 per cent, Indians, 7.0 per cent and other ethnic groups, 4.0 per

cent as shown in Chart 12.

Chart 12: Percentage distribution of domestic visitors by ethnic groups, 2011

6.3 Educational Level

Chart 13 shows that 56.8 per cent of domestic visitors in 2011 possessed

secondary level of education. Tertiary education was next at 21.3 per cent and

primary education and below, 21.9 per cent.

Chart 13: Percentage distribution of domestic visitors by educational level, 2011

35

12.8%

7.2%

17.5%

12.3%15.2%

35.0%

Professional/technical

Managerial/administration

Sales person/clerical

General worker

Student/retiree

Others

6.4 Household Income The results from the survey showed 36.5 per cent of domestic visitors were

categorised in the household income class between RM1,001 to RM3,000 per

month. Households earning between RM3,001 to RM5,000 per month accounted

for 18.3 per cent while 26.9 per cent were reported to be in the RM5,001 or more

income class (Chart 14).

Chart 14: Percentage distribution of domestic visitors household income class, 2010 and 2011

6.5 Occupation

In Chart 15, the employed group comprising sales persons/clerical, professional/

technical, managerial/administration and general workers accounted for 49.8 per

cent. It is significant to note that the remaining domestic visitors such as self-

employed worker, unpaid family worker, housewife and unemployed accounted for

50.2 per cent.

Chart 15: Percentage distribution of domestic visitors by occupation, 2011

Total Domestic Visitors : 131.0 million

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

>10,001

5,001 - 10,000

3,001 - 5,000

1,001 - 3,000

≤ 1,000

5.1

15.3

19.5

35.9

24.2

11.4

15.5

18.3

36.5

18.3

Household Income

Class (RM) 2010 2011