SUMMARY FINDINGS 1. OVERVIEW OF DOMESTIC TOURISM Domestic tourism in Malaysia is influenced by seasonal (e.g.

public holidays and school holidays) and the organisation of large-scale events. On an average, 46.8 per cent of Malaysian residents aged 15 years and above made domestic tourism trips in 2010. Chart 1: Number of domestic visitors and trips by month, 2010

Chart 1 showed the fluctuations in the number of domestic visitors during the year 2010. The highest number of domestic visitors recorded was in September 2010 with 12.5 million visitors and 14.7 million trips. This is in conjunction with Hari Raya celebrations, which is a tradition for Malaysians to Balik Kampung. On an average, Malaysian residents aged 15 years and above made 1.17 trips in the month of September 2010. The second highest number of domestic visitors was recorded in February 2010, 10.6 million visitors with trips made of 12.8 million. This coincided with the Chinese New Year celebrations. In the month of February, on an average, Malaysian residents aged 15 years and above made 1.21 trips. On the whole, a total of 115.5 million domestic visitors were recorded in 2010 with 137.9 million trips made.
Note : Balik Kampung is a tradition for Malaysian citizens to return to their hometown during the holiday celebration (e.g. school holiday, Eid celebration, Chinese New Year, Christmas) to visit their parents and relatives

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2.

KEY STATISTICS OF DOMESTIC TOURISM In 2010, domestic visitors (excursionists and tourists) spent a total of RM34.7 billion, registering a 33.5 per cent increase as against RM26.0 billion spent in 2009. The increase in the number of domestic trips recorded in 2010 (137.9 million trips as compared with 90.5 million trips in 2009) was a major factor in the increase of the total expenditure. However, the average expenditure per trip of a domestic visitor declined 12.3 per cent from RM287 in 2009 to RM252 in 2010 (Table 1). Table 1: Key statistics of domestic tourism, 2009 and 2010 Item Total Expenditure (RM million) Number of Trips (000) Average Expenditure (RM) 2009 25,975 90,506 287 2010 34,679 137,853 252 Percentage Change (%) 33.5 52.3 -12.3

2.1

Number of Domestic Visitors The number of domestic visitors increased 54.6 per cent from 74.7 million in 2009 to 115.5 million visitors in 2010. Domestic visitors from the urban areas continue to increase as compared to those from the rural areas. Out of the total, 68.0 per cent or 78.5 million were visitors from the urban areas while only 32.0 per cent or 37.0 million were from the rural areas. The percentage of visitors from the urban and rural areas increased 56.7 per cent and 50.4 per cent respectively as against 2009 (Chart 2). Chart 2: Number of domestic visitors by strata, 2009 and 2010

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Out of the 115.5 million domestic visitors recorded in 2010, 65.8 per cent or 75.9 million were excursionists, while the remaining 34.2 per cent or 39.5 million were tourists. Both segments of visitors registered an increase of 76.8 per cent and 24.4 per cent respectively as compared with 2009 (Chart 3). Chart 3:
Total (Million) 80 70

Number of domestic excursionists and tourists by strata, 2009 and 2010 2009 2009
50.1 42.9 31.8 23.4 8.4 24.6 74.7

2010

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50 40 26.8 30 20 10 0 Excursionist ('000) 16,159 26,775 42,934 Tourist ('000) 8,426 23,350 31,776 16.2

Rural Urban Total

Total Visitors ('000) 24,585 50,125 74,710

2.2

Number of Domestic Tourism Trips The number of domestic tourism trips increased by 52.4 per cent, from 90.5 million trips in 2009 as compared to 137.9 million trips in 2010. The percentage of domestic tourism trips from the urban and rural areas increased 55.7 per cent and 46.1 per cent respectively as against 2009 (Chart 4). Chart 4: Number of domestic tourism trips by strata, 2009 and 2010

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2.3

Domestic Visitors Expenditure From the total expenditure of

Chart 5:

Total expenditure of domestic visitors by strata, 2009 and 2010

RM34.7 billion spent by the domestic visitors, those from the urban areas spent 72.3 per cent or RM25.1 billion as compared with domestic visitors from the rural areas who only spent 27.7 per cent or RM9.6 billion. Total spending for both categories of visitors increased 32.3 per cent and 36.8 per cent respectively as compared with 2009 (Chart 5).

Total Expenditure 2009 : RM25.9b 2010 : RM34.7b

On an average, visitors from the urban areas spent RM274 per trip while those from the rural areas spent RM207 per trip in 2010 (Chart 6).

Chart 6:

Average expenditure of domestic visitors by strata, 2009 and 2010

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3.

AVERAGE LENGTH OF STAY AND TOURIST EXPENDITURE On the average, a domestic tourist stayed 2.58 days per trip in 2010 with an expenditure of RM541. The comparative data for 2009 were 2.39 days per trip and expenditure of RM543. The duration of stay registered in 2010 showed an increase when compared with 2009. On the other hand, the average expenditure per trip decreased marginally from RM543 in 2009 to RM541 in 2010. The average per diem expenditure also dropped 7.8 per cent from RM227 in 2009 to RM210 in 2010 (Table 2). This is due to the increased cost of travelling such as fuel and food & beverages. Table 2: Average length of stay and average expenditure per trip by strata, 2009 and 2010
Average Length of Stay 2009 Urban Rural Malaysia 2.47 2.17 2.39 2010 2.58 2.59 2.58 Total Expenditure (RM million) 2009 14,421 4,863 19,284 2010 17,260 6,424 23,684 Average Expenditure per Trip (RM) 2009 564 489 543 2010 557 500 541 Average per Diem Expenditure (RM) 2009 228 226 227 2010 216 193 210

Strata

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4.

EXPENDITURE COMPONENTS OF DOMESTIC VISITORS Out of the total RM34.7 billion tourism expenditure, about half or RM17.0 billion was spent on shopping and transportation. Food & beverages took up about one quarter or RM8.0 billion, while RM6.1 billion or 16.1 per cent was spent on accommodation. (Table 3). Table 3: Expenditure components of domestic visitors, 2010 Total Expenditure (RM million) 2009 Shopping Transport Food & beverages Accommodation Expenditure before the trip/ packages/entrance fees/ tickets Other activities Total Expenditure 6,133 6,266 6,455 4,172 955 1,993 25,975 2010 8,914 8,098 7,975 6,130 894 2,667 34,678 Percentage Share Percentage (%) Change (%) 2009 2010 23.6 24.1 24.8 16.1 3.7 7.7 100.0 25.7 23.4 23.0 17.6 2.6 7.7 100.0 2.1 -0.7 -1.8 1.5 -1.1 0.0

Components

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Domestic tourists spent 79.2 per cent on food & beverages (RM6.4 billion), transport (RM6.2 billion) and accommodation (RM6.1 billion) during their trip. Expenditure on shopping was 11.0 per cent (RM2.6 billion), expenses before travelling such as travel documents, luggage or warm clothes/packages/entrance fees/tickets, 2.5 per cent (RM0.6 billion) and expenses for other activities, 7.3 per cent (RM1.7 billion) (Table 4). Table 4: Expenditure components of domestic tourists, 2010 Total Expenditure Percentage Share Percentage (RM million) (%) Change (%) 2009 2010 2009 2010 5,599 5,288 4,171 2,067 779 1,379 19,284 6,448 6,220 6,096 2,603 595 1,722 23,684 29.0 27.4 21.6 10.7 4.1 7.2 100.0 27.2 26.3 25.7 11.0 2.5 7.3 100.0 -1.8 -1.1 4.1 0.3 -1.6 0.1

Components

Food & beverages Transport Accommodation Shopping Expenditure before the trip/ packages/entrance fees/tickets Other activities Total Expenditure

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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 was clearly demonstrated when the majority of domestic visitors who are travelling for the purpose of visiting friends and relatives was the highest, 42.7 per cent. This was followed by trips to shopping destinations, 32.3 per cent; vacation and entertainment, 17.4 per cent; and medical/personal care, 2.7 per cent. The detail main activities undertaken by domestic visitors while on domestic travel is shown in Table 5. Table 5: Domestic visitor trips by purpose of visit and main activities undertaken, 2010

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In 2010, 70.6 per cent of domestic tourists visited friends and relatives or Balik Kampung. This was followed by trips for vacation, 18.2 per cent and official business/education, 3.7 per cent. Trips for entertainment; religious worship/visit places of worship and incentive travel was each 1.8 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, 2010

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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. Table 7: Top five destinations in each state most visited by domestic visitors, 2010

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In terms of domestic tourists, Sarawak received the highest with 22.5 per cent followed by Pahang, 10.1 per cent and Johor, 8.4 per cent. Table 8 shows the arrival of domestic tourists by state in 2010. Table 8: Percentage arrival of domestic tourists by state, 2010

State

Number of Tourist (000)

8,911 4,009 3,310 3,272 3,074 2,465 2,456 2,383 2,192 1,884 1,564 1,488 1,143 664 385 340 39,539

Percentage (%)
22.5 10.1 8.4 8.3 7.8 6.2 6.2 6.0 5.5 4.8 4.0 3.8 2.9 1.7 0.9 0.9 100.0

Sarawak Pahang Johor Sabah Perak Selangor Kelantan Kedah W.P. Kuala Lumpur Terengganu Pulau Pinang Negeri Sembilan Melaka W.P. Labuan Perlis W.P. Putrajaya Total

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5.3

Mode of Transportation Land transport was reported as the most preferred mode of transport by domestic visitors accounting for 95.6 per cent as compared with water transport, 2.6 per cent and air transport, 1.8 per cent. Travelling by road using private vehicles (85.5 per cent) was reported as the first choice of transport as compared with other types of land transport. Nine per cent of domestic visitors preferred to use buses, taxis 4.5 per cent and 1.0 per cent trains (Chart 7). Chart 7: Percentage of domestic visitors by mode of transport, 2010

Train, 1.0% Water, 2.6%

Taxi, 4.5%

Land, 95.6% Air , 1.8%

Bus, 9.0%

Private vehicles, 85.5%

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 and chalets, 1.1 per cent. Less than 1.0 per cent of domestic tourists stayed in apartments, rest houses and homestays (Chart 8). Chart 8: Percentage of domestic tourists by type of accommodation, 2010

14.2%
.

0.5% 1.1% 0.3% 0.4%

Hotel

Apartment
Chalet

Rest house
Homestay

Friend & relative house

83.5%

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6.

DEMOGRAPHIC PROFILE OF DOMESTIC VISITORS 6.1 Age Group and Gender

The proportion of male domestic visitors (48.8 per cent) and female domestic visitors (51.2 per cent) in 2010 was about the same with 2009 as shown in Chart 9. As compared with 2009, the percentage of female visitors registered a marginal increase of 2.2 per cent. Chart 9: Percentage distribution of domestic visitors by gender, 2009 and 2010 2009 2010

In the analysis by age group, more than 80 per cent of domestic visitors were from the age group 54 years and below. Specifically, 38.0 per cent were in the age group 25 to 39 years, 29.3 per cent in the between 40 to 54 years age group and 20.4 per cent were below 24 years of age. Domestic visitors from the above 54 years age group accounted for the remaining 12.3 per cent (Chart 10). Chart 10: Percentage distribution of domestic visitors by age group, 2009 and 2010
Age Group 2009 > 54 12.8 12.3 2010

40 - 54

28.8

29.3

25 - 39

37.5

38.0

24

20.9

20.4

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6.2

Ethnic Group The 2010 survey showed that the majority of domestic visitors were Bumiputeras. This group represented 63.9 per cent of the total domestic visitors. This was followed by Chinese, 20.8 per cent, Indians, 6.2 per cent and other ethnic groups, 9.1 per cent as shown in Chart 11. Chart 11: Percentage distribution of domestic visitors by ethnic group, 2010

6.3

Educational Level Chart 12 shows that the majority of domestic visitors (56.2 per cent) in 2010, possessed secondary level of education, followed by tertiary education, 20.5 per cent and primary education and below, 23.3 per cent. Chart 12: Percentage distribution of domestic visitors by educational level, 2010
Percentage (%)

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6.4

Household Income The results from the survey showed 35.9 per cent of the domestic visitors were from the household income group between RM1,001 to RM3,000 per month (35.9 per cent), followed by households earning between RM3,001 to RM5,000 per month (19.5 per cent) and 20.4 per cent were reported to be in the RM5,001 or more income group (Chart 13). Chart 13: Percentage distribution of domestic visitors household income class, 2009 and 2010
Household Income Class (RM)

2009
23.5 24.2

2010

1,000

1,001 - 3,000

27.9

35.9

3,001 - 5,000

16.7

19.5

5,001 - 10,000

12.9

15.3

>10,001 0.0

19.0

5.1

20.0

40.0

60.0

80.0

6.5

Occupation In Chart 14, the employed group accounted for 49.7 per cent of which sales persons/clerical was 18.4 per cent, professional/technical, 12.6 per cent, managerial/administration, 7.6 per cent and general workers, 11.1 per cent. It is significant to note that domestic visitors categorised in the others such as selfemployed worker, unpaid family worker, housewife and unemployed accounted for 50.3 per cent. Chart 14: Percentage distribution of domestic visitors by occupation, 2010
12.6% 35.4% 18.4% 14.9%
Professional/technical

7.6%

Managerial/administration Sales person/clerical General worker

11.1%

Student/retiree Others

Total Domestic Visitors : 115.5 million

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