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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


Visitors

Total (million)
18.0
16.0

14.0
12.0
10.0

Trips

Average Trip

17.8
15.9

14.5
12.8

11.9 11.8

11.6
10.4

9.8

15.2
14.0

13.7

9.8

9.7

12.2

12.1

10.1

12.4

11.6

13.2
12.0
10.8

10.6

9.8

8.0
6.0

4.0
2.0

0.0

1.22

1.22

1.22

1.20

1.24

1.21

1.19

1.30

1.28

1.32

1.26

1.22

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.

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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:

2.1

Key statistics of domestic tourism, 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

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


Total
(million)

Rural

Urban

Malaysia
131.0

150.0

115.5

120.0
90.0
60.0

88.4

78.5
37.0

42.6

30.0
0.0
2010

22

2011

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
2010

Total
(Million)
120

131.0

140
120

100
78.5

75.9

100

80

40

39.5
28.1

25.5

55.5

37.0

60
40

11.4

20

88.4

85.3

80

50.4

60

45.7
29.7

Excursionist
('000)

Tourist
('000)

Rural

25,523

11,443

Total
Visitors
('000)
36,966

Urban

50,394

28,096

78,490

Total

75,917

39,539

115,456

42.6

32.9
12.9

20

2.2

2011

Total (Million)
115.5

Rural

Excursionist
('000)
29,732

Tourist
('000)
12,867

Total Visitors
('000)
42,599

Urban

55,539

32,864

88,403

Total

85,271

45,731

131,002

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

Total
(million)

Rural

Urban

Malaysia
162.8

180.0
137.9
107.4

91.3

120.0

46.5

55.4

60.0

0.0
2010

2011

23

2.3

Expenditure by Domestic Visitors


From

the

total

expenditure

of

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

RM42.3 billion spent by domestic


visitors, those from the urban areas
spent 74.9 per cent or RM31.7
billion.

In

comparison,

domestic

Rural

45.0
31.7

visitors from the rural areas spent


25.1 per cent or RM10.6 billion.

30.0

On

15.0

a year-on-year basis, visitors

Urban

RM
billion

25.1

10.6

9.6

spending for both strata increased


26.3 per cent and 10.4 per cent

0.0

2010

respectively (Chart 5).

2011

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

Chart 6:
On an average, visitors from the

Average expenditure of
domestic visitors by strata,
2010 and 2011

urban areas spent RM295 per trip


while those from the rural areas
spent RM191 per trip (Chart 6).

Urban

RM
300

Rural

295
274
207

191

200

100

0
2010

24

2011

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

Strata

Average Length
of Stay

Total
Expenditure
(RM million)

Average
Expenditure
per Trip (RM)

Average per Diem


Expenditure
(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

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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

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

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

Expenditure before the trip/


packages/entrance fees/
tickets

26

Total Expenditure
(RM million)

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 Percentage Share


Percentage
(RM million)
(%)
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

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

Expenditure before the trip/


packages/entrance fees/tickets

27

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:

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Domestic visitor trips by purpose of visit and main activities


undertaken, 2011

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

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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:

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Top five destinations in each state most visited by domestic


visitors, 2011

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

5,125

Kedah
4,321

Johor

4,065

Perak

3,745

Negeri Sembilan
Pulau Pinang

3,554

Selangor

3,530
3,407

Pahang

3,230

Sabah

2,882

Sarawak

2,775

Melaka

W.P. Kuala Lumpur

2,662

Terengganu

2,659
2,392

Kelantan
1,077

Perlis
205

W.P. Putrajaya

102

W.P. Labuan
0

1,000

2,000

3,000

4,000

5,000

6,000

Number of Tourists ('000)

31

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

Water
1.3%

Train
0.4%

Land
97.5%

Taxi
2.2%

Air
1.2%

5.4

Private vehicles
89.8%

Bus
7.6%

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


0.2%
0.8%

0.5%
0.4%

Friends & relatives house

14.2%

Hotel
Chalet

Apartment
Homestay

Rest house
83.9%

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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
2010

2011

Female
51.2%

Male
48.8%

Female
51.0%

Male
49.0%

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
Age Group
55

40 - 54

12.3

29.3

28.8

38.0

25 - 39

24

2010
2011

12.4

20.4

37.5

21.3

33

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
Indians
7.0%

Others
4.0%

Chinese
22.0%
Bumiputera
67.0%

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
Percentage
(%)
56.8

60.0
50.0

40.0
30.0

21.3

18.2

20.0
3.7

10.0

0.0
Tertiary

34

Secondary

Primary

No Formal
Education

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
Household Income
Class (RM)

2010
24.2

1,000

36.5

19.5

3,001 - 5,000

15.3

5,001 - 10,000
5.1

>10,001

18.3
15.5

11.4

0.0

6.5

18.3
35.9

1,001 - 3,000

2011

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

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 selfemployed worker, unpaid family worker, housewife and unemployed accounted for
50.2 per cent.
Chart 15: Percentage distribution of domestic visitors by occupation, 2011

12.8%

Professional/technical

7.2%

35.0%

Managerial/administration

17.5%

Sales person/clerical
General worker

15.2%

12.3%

Student/retiree
Others

Total Domestic Visitors : 131.0 million

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