Visa Study: Malaysians Travel with Greater Intention — Balancing Familiarity, Digital Planning, and Payment Confidence

06/30/2026

Visa’s 2026 Global Travel Intentions study reveals how Malaysian travellers are planning more purposeful journeys, powered by digital tools and a growing focus on secure, seamless payment experiences

 

Visa, a global leader in payments, has unveiled new findings from the Malaysian edition of its 2026 Global Travel Intentions (GTI) study, revealing that amid rising costs and evolving global dynamics, Malaysians are not travelling less — but more intentionally, prioritising familiar destinations, planning more practically, and placing greater emphasis on digital tools and payment confidence as part of their travel journeys.

The study, which has tracked global travel patterns and preferences for over 20 years, surveyed more than 47,000 respondents worldwide, including over 17,000 respondents in Asia Pacific and around a thousand respondents in Malaysia.

Travel close to home, guided by purpose and experience

Malaysian travellers are increasingly staying within the region, with nearly eight in ten respondents (78%) choosing Asia Pacific as their primary travel region. Japan leads as the top intended destination, followed by Thailand, Indonesia, Mainland China, and Singapore.

While familiarity plays a key role, travel decisions are becoming more purposeful. Relaxation remains the top motivation (48%), alongside spending time with family and friends (40%) and exploring new experiences (31%). Affordability (36%) and safety (31%) also play an increasingly important role in shaping destination choices. This reflects a broader trend, where travellers are balancing comfort with discovery, prioritising experiences that feel both meaningful and manageable. 

Passion-led travel is also gaining traction with Malaysians expressing interest in travelling for global events in the next two to three years, such as live international sporting events, concerts, and festivals like FIFA World Cup 2026™, Formula 1™ and K-Pop — underscoring how experiences increasingly anchor travel decisions.

Digital-first planning is reshaping how Malaysians travel

As travel becomes more deliberate, planning is becoming more digitally enabled. Malaysians are taking a more methodical approach — with a strong focus on accommodation and transportation, alongside checks on insurance, visa requirements and destination conditions before departure.

AI is fast emerging as a key part of this process, particularly in shaping early-stage travel decisions. Among those using AI for planning, 58 per cent use it to discover destinations, while 54 per cent rely on it to create itineraries. Travellers also use AI to read reviews and recommendations, as well as compare prices, signalling that digital tools are no longer just optimising trips — they are increasingly influencing where travellers choose to go, helping them plan with greater clarity and confidence.

Alongside planning, payments are becoming a more intentional part of travel preparation. Malaysian travellers are proactively checking foreign exchange rates, payment acceptance, card compatibility and security before they depart — treating payments as a key enabler of a smooth travel experience.

Digital and card-based payments continue to play a central role in how Malaysians transact, with mobile wallets leading usage and cards remaining a core payment tool. As travellers increasingly rely on these options across borders, seamless and secure digital payments are a critical enabler — giving Malaysians the confidence to move, spend and explore with ease wherever they go.

Locking in essentials early, keeping flexibility on the ground

Malaysian travellers are becoming more strategic in how they structure their trips — securing essentials in advance, while leaving room for spontaneity. Accommodation (86%), travel insurance (85%) and transportation to and from destinations (76%) are typically booked ahead of time, providing reassurance before departure.

Once on the ground, however, travellers remain flexible. Dining, local transport, and experiences are often decided closer to or during the trip, reflecting a preference to adapt plans in real time. Together, these behaviours point to a more evolved travel mindset — planning where it builds confidence and staying flexible where it enhances the experience.

For destinations, businesses and issuers, this shift presents new opportunities to engage Malaysian travellers across the entire journey — from inspiration and planning to booking and in-destination experiences. As travel becomes more digital and intentional, seamless and secure payments play an increasingly central role in enabling these journeys — reducing friction and giving travellers the confidence to explore more freely across borders.

“The latest Global Travel Intentions study affirms that Malaysians are not stepping back from travel — they are becoming more intentional and deliberate in how they plan and experience it. We are seeing a stronger emphasis on value, safety and purposeful experiences, as digital‑first travellers take a more practical approach to planning, increasingly supported by tools like AI. What matters now is how we enable travellers across the entire journey — from discovery and planning to booking and spending — so they can explore, pursue their passions and travel with greater confidence. This is where seamless, secure and widely accepted payment experiences play a critical role, helping Malaysians move across borders with ease at every stage of their journey,” said Jason Phua, Head of Clients, Visa Malaysia.

To access the full Global Travel Intentions study or learn more, please contact Visa’s Asia Pacific Strategy, Insights, and Analytics team at APInsights&[email protected].

*Formula 1 is a registered trademark owned by Formula One Licensing B.V., a subsidiary of the Formula One Group.

 

About Visa
Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, sellers, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.

Visa supports global events that inspire people worldwide, from sports and music to fashion and entertainment. As the official payment technology partner of the FIFA World Cup™ since 2007 and through partnerships with the Olympic and Paralympic Games, Formula 1, and Shanghai Fashion Week, Visa enables effortless participation for fans of all ages through seamless and secure transaction experiences, shaping cultural conversations, and driving cross-border commerce.