Malaysia’s Perhentian Islands have emerged as the country’s fastest-growing destination for international travellers, according to Agoda’s latest New Horizons ranking, which tracks year-on-year shifts in accommodation booking interest across Asia.
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Agoda Data Highlights Shifting Travel Preferences in Malaysia
The Perhentian Islands have recorded the strongest growth among international visitors to Malaysia, climbing in Agoda’s New Horizons 2025 ranking, an annual analysis that compares accommodation booking positions over the previous two years to identify destinations gaining momentum.
Released by digital travel platform Agoda, the ranking reflects a broader regional trend: travellers are increasingly looking beyond traditional tourism hubs in favour of nature-led, culturally rich, and less crowded destinations.
In the same report, Sitiawan was identified as Malaysia’s top trending domestic destination, while Phu Quoc Island in Vietnam emerged as the fastest-rising outbound destination among Malaysian travellers.
Perhentian Islands Gain Global Attention
The Perhentian Islands climbed to 14th place in 2025, up from 16th in 2024, making them the highest-rising Malaysian destination for international travel interest in the ranking.
Located off the northeast coast of Peninsular Malaysia, the islands are widely known for their:
- Crystal-clear waters
- Coral reefs and marine biodiversity
- Snorkelling and diving sites
- Quiet beaches and forested interiors
The steady rise suggests growing international awareness of the Perhentians as an alternative to more established Southeast Asian beach destinations, particularly among travellers seeking slower-paced, nature-focused experiences.
The islands’ ascent also aligns with broader post-pandemic travel patterns, where demand has shifted towards outdoor activities, smaller destinations, and eco-oriented travel.
Sitiawan Leads Domestic Travel Growth
On the domestic front, Sitiawan recorded the strongest growth among Malaysian travellers, moving up to 43rd place in 2025 from 48th in 2024.
Situated in Perak, the town has gained attention for its blend of cultural heritage and food tourism. It is particularly known for:
- Seafood cuisine, especially fresh river and coastal catches
- Traditional temples and historic sites
- A close-knit local community with deep cultural roots
The rise of Sitiawan highlights how domestic travellers are increasingly exploring secondary towns and regional destinations, rather than concentrating travel around major urban centres.
Phu Quoc Emerges as a Top Outbound Choice
For Malaysians travelling overseas, Phu Quoc Island has seen the strongest upward movement among outbound destinations. The Vietnamese island jumped to 21st place in 2025, from 34th in 2024, marking one of the largest year-on-year gains in the ranking.
Phu Quoc’s growing appeal has been driven by:
- White-sand beaches and tropical landscapes
- A growing inventory of luxury and lifestyle resorts
- Night markets and seafood-focused dining
- Improved regional air connectivity
The island’s rise reflects increasing interest in short-haul international beach destinations that combine relaxation with accessible pricing.
Industry View: Demand for Emerging Destinations
Commenting on the findings, Fabian Teja, Country Director Malaysia and Brunei at Agoda, said the data reflects a shift in traveller behaviour.
“Travellers today are looking beyond the usual hotspots, and destinations like the Perhentian Islands, Sitiawan, and Phu Quoc reflect a growing appetite for authentic, nature-led, and culturally rich experiences.”
He added that digital platforms are playing a role in supporting these trends by improving access to accommodation, flights, and activities in emerging destinations.
Asia’s Top Emerging Destinations Revealed
Beyond Malaysia, Agoda’s New Horizons ranking also identifies the fastest-growing destinations across Asia as a whole, based on combined international travel interest.
Asia’s top five emerging destinations in 2025:
Sapa, located in northern Vietnam’s highlands, topped the regional list, driven by interest in its mountain scenery, ethnic minority culture, and cooler climate. Meanwhile, secondary Japanese cities such as Okayama, Matsuyama, and Takamatsu continued to attract travellers seeking alternatives to Tokyo, Kyoto, and Osaka.
A Shift Toward Secondary and Nature-Led Destinations
Taken together, the findings point to a clear regional pattern: travellers are increasingly drawn to secondary cities, coastal escapes, and destinations with strong natural or cultural identities.
For Malaysia, the rise of the Perhentian Islands and Sitiawan underscores the growing appeal of destinations outside the traditional tourism circuit, while the popularity of Phu Quoc reflects strong outbound demand for nearby tropical escapes.
As competition for traveller attention intensifies across Asia, these emerging destinations are likely to play a larger role in shaping travel flows in the years ahead.
At a Glance
- Fastest-growing international destination (Malaysia): Perhentian Islands
- Perhentian ranking: #14 in 2025 (up from #16 in 2024)
- Top domestic destination (Malaysia): Sitiawan
- Sitiawan ranking: #43 in 2025 (up from #48 in 2024)
- Top outbound destination for Malaysians: Phu Quoc Island, Vietnam
- Phu Quoc ranking: #21 in 2025 (up from #34 in 2024)
- Top emerging destination in Asia overall: Sapa, Vietnam
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