Although December has traditionally been a peak travel month in Malaysia, digital travel platform Agoda has observed a shift with September 2025 now showing increased travel activity and stronger year-on-year growth in accommodation searches.
Typically considered a shoulder season, September typically sees modest demand for domestic travel, driven by the mid-term school break. In 2025, domestic accommodation searches rose nearly 20% compared with September 2024, surpassing the growth in travel interest for December 2025 by five percentage points. The figures underscore a steadily growing interest in domestic travel during a period that is generally quieter.
The rising search activity in September reflects the broader appeal of shoulder-season travel. These periods offer travellers the advantage of fewer crowds and a more relaxed experience at popular destinations. This year, this appeal was further amplified by the alignment of the mid-term school break with strategically timed public holidays, creating higher-than-usual search activity for the month.
The five most popular destinations in September included Kuala Lumpur, Penang, Melaka, Cameron Highlands, and Kota Kinabalu. Cameron Highlands in particular recorded a 42% increase in searches, reflecting heightened interest in refreshing, cool-weather getaways.
Fabian Teja, Country Director for Malaysia and Brunei at Agoda, said, “Shoulder seasons present a clear opportunity for the travel industry to boost domestic trips, as these periods fall outside major international holiday seasons. Earlier this year, an Agoda survey found nearly a quarter of Malaysians are choosing to travel during off-peak seasons, showing the growing potential of these periods.”
Looking ahead to Visit Malaysia 2026, shoulder seasons can play a larger role in the country’s travel calendar, giving the industry opportunities to promote both peak and off-peak periods and showcase Malaysia’s diverse destinations year-round. With a global network of over 6 million hotels and holiday properties, plus flights, activities, and more, Agoda helps travellers make the most of every season, ensuring every visit to Malaysia — whether during peak or shoulder periods — is memorable and accessible.
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