International
Market Profile
MALAYSIA
International Market Profile
MALAYSIA
MARKET OVERVIEW
Most Malaysians have been
to Australia previously
before considering a holiday
in South Australia.
Malaysians usually visit one
or maximum two states on
each visit to Australia.
Malaysians have limited time
to travel on annual holidays,
preferring to take a series of
short trips rather than one
long holiday per year.
South Australia’s strength
lies in Adelaide and the
nearby surrounds.
KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS
FAST FACTS AND FIGURES
Data is based on a 3 year annual average for the years ending Dec 2014 to Dec 2016
for all purpose visitors.
Holiday
VFR
Business
Other
Total
6,000
6,000
1,000
2,000
15,000
Visits (AUS)
179,000
117,000
21,000
49,000
314,000
Nights (SA)
32,000
102,000
4,000
248,000
386,000
1,531,000
2,046,000
229,000
3,669,000
7,476,000
ALOS - Nights (SA)
5
17
4
124
26
ALOS - Nights (AUS)
9
17
11
75
24
Nights (AUS)
Expenditure
96% • Adelaide
0
AIR ACCESS
40
60
80
100
Percentage
LENGTH OF STAY IN SOUTH AUSTRALIA BY AGE GROUP
}} Adelaide for safety, ease of getting around, vibrant restaurant scene, abundance of
local produce and shopping precincts.
}} Adelaide surrounds for its easy access to key destinations and wildlife encounters.
}} Kangaroo Island’s diverse and abundant nature and wildlife.
}} Adelaide and the nearby surrounds for its vibrant bar and restaurant scene,
abundance of local produce and shopping precincts.
}} Self-drive journeys including the Adelaide to Melbourne Touring Route (Southern
Ocean Drive including the Limestone Coast).
}} South Australia targets the ‘Experience Seeker’ market 25-49 years old, living in Kuala Lumpur or Penang, travelling
as a couple and with a personal income of at least RM50k.
This market likes to try new things but actively pursue
good value travel experiences.
20
$53,300,000
APPEALING EXPERIENCES
TARGET MARKET PROFILE
1% • Clare Valley
2% • Riverland
2% • Eyre Peninsula
2% • Fleurieu Peninsula
3% • Kangaroo Island
3% • Adelaide Hills
3% • Flinders Ranges & Outback
3% • Limestone Coast
Visits
Malaysia
Visits (SA)
South Australia targets the
‘Experience Seeker’ market
who are 25-49 years of age,
living in Kuala Lumpur or
Penang.
70 days • 15-24 yrs
Age group
35 days • 25-34 yrs
8 days • 35-44 yrs
SA Target
Audience
15 days • 45-54 yrs
12 days • 55-64 yrs
17 days • 65+ yrs
KEY THEMES
0
15
30
45
60
Days
}} Coastal
}} Nature and wildlife
}} Food
}} Soft adventure
}} Shopping
}} Self-drive
Average length of stay is influenced by longer
staying education and VFR sectors.
SEASONALITY
}} Malaysia Airlines provides direct access to Adelaide from Kuala Lumpur.
14%
MARKET INSIGHTS
10%
}} Most Malaysians are English speaking, in particular the younger generations.
}} Be aware of cultural and religious sensitivities i.e. Halal meals for Muslims and most
Muslims do not consume alcohol in any form.
}} Asians like to be ‘on the go’ so quick meals (preferably warm) are recommended.
}} Malaysia Airlines has the ability to influence travel outside of key seasons with fare
specials and promotions throughout the year.
Visitors
12%
8%
6%
4%
2%
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month of arrival in South Australia
75
International Market Profile
MALAYSIA
VISITOR AGE PROFILE
f
ACCOMMODATION USED
a
d
e
a
b
c
d
e
f
a
a 54% • Rented house/apartment/
unit/flat
b 21% • Home of friend/relative
c 10% • Education institution
d 7% • Hotel/resort/motel/motor inn
e 6% • Own property
f 3% • Other
a
b
c
d
e
FIRST OR RETURN VISIT
b
d
e
b
SA Target
Audience
PACKAGE TOURS
c
b
a
c
17% • 15-24 yrs
20% • 25-34 yrs
14% • 35-44 yrs
21% • 45-54 yrs
23% • 55-64 yrs
6% • 65+ yrs
e f
c
b
d
TRAVEL PARTY DESCRIPTIONS
a
45% • Unaccompanied
15% • Adult couple
28% • Family group
12% • With friends/relatives
1% • Business
a 95% • Non package tour
b 5% • Package tour
a
b
a 17% • First visit
b 83% • Return visit
This data includes Education and VFR purpose sectors.
MARKET INSIGHTS (CONT’D)
}} The South Australian Tourism Commission (SATC) will continue to work
with trade partners on itinerary development and support in-market
trade events to ensure the trade have the knowledge required to sell
South Australia.
}} While trade partners are still important, the market is digitally
sophisticated and consumers will shop around for the best deal possible,
moving between traditional partners and online deals.
}} As online research and bookings are increasing, operators need to have
an up-to-date website and the ability to book online.
}} The SATC has amplified its focus on increasing consumer awareness
through media partners and direct to consumer, digital advertising
campaigns.
KEY DISTRIBUTION PARTNERS
Key Distribution Partners
Angel Tour Pte Ltd
Airlink Travel & Tour Sdn Bhd
Corporate Information Travel Sdn Bhd
Forever Travel Service Sdn Bhd
Golden Deluxe Travel Service Agency Sdn Bhd
Golden Tourworld Travel (M) Sdn Bhd
Holiday Tours & Travel Sdn Bhd
Malaysia Harmony Tour & Travel Sdn Bhd
Parlo Tours Sdn Bhd
PNL Travel Sdn Bhd
Reliance Shipping & Travel Agencies Sdn Bhd
Sunway Travel Sdn Bhd
Inbound Representative Company in Australia
Business is highly competitive and travel agents
do not contract a single inbound operator, rather
request quotations for each tour and proceed the
booking with the inbound tour operator that provides
the cheapest quotation for that particular tour.
Active inbound companies in the region include
Encounter Australia, Experience Tours Australia,
Australian Tour Management, Holiday Pacific,
ADU Holidays and PTA.
Top Travel Websites
AirAsia.com
agoda.com
Booking.com
TripAdvisor.com.my
MalaysiaAirlines.com
Airbnb.com
Expedia.com.my
Trivago.com.my
SkyScanner.com.my
SOCIAL MEDIA

Find our Facebook Page at SeeSouthAustralia. Regional specific pages can be accessed via the SeeSouthAustralia homepage.
Source: International Visitor Survey, Tourism Research Australia, Canberra | Department of Immigration and Citizenship (DIAC) |
VFR = Visiting Friends and Relatives, ALOS = Average Length Of Stay (Nights)
Definition of Package Tour: Where the international airfares plus some other travel component (transport, accommodation, tour) are
paid for before arrival in Australia.
Disclaimer: This summary has been prepared by the South Australian Tourism Commission (SATC) in good faith. While every care
has been taken in preparing the information, the SATC does not represent or warrant that it is correct, complete or suitable for the
purposes for which you wish to use it. By using this information you acknowledge that it is provided by SATC without any responsibility
on behalf of the SATC and agree to release and indemnify the SATC for any loss or damage that you or any third party may suffer as a
result of your reliance on this information.
Produced by the South Australian Tourism Commission April 2017.
CONTACTS
Marketing
Kate Burgun,
Business Manager
International Marketing,
[email protected]
Distribution
[email protected]