As the host country for World Tourism Day 2025, Malaysia is seeing secondary destinations gain momentum. Agoda’s data shows searches for these hidden gems have risen 22% compared to the same period in 2023.
This reflects a broader trend as travellers increasingly seek unique experiences, with interest in lesser-known locales in Malaysia even outpacing traditional hotspots by 3 percentage points according to Agoda data. This shift aligns with the government’s push to spotlight hidden gems and enhance regional tourism. As part of preparations for Visit Malaysia 2026, Malaysia is creating special investment zones in secondary destinations to improve infrastructure and promote sustainable practices. Under the 13th Malaysia Plan (13MP), 43 areas have been identified as potential candidates for these zones, supporting economic growth and tourism development in emerging destinations.
As a digital travel platform, Agoda plays a key role in promoting Malaysia’s secondary cities by enabling properties in rural areas to transition to digital platforms, increasing their visibility and accessibility. By partnering with Destination Management Organisations, Agoda leverages its extensive data insights and marketing channels to highlight lower-profile destinations.
Omri Morgenshtern, CEO of Agoda, shared, “The increasing popularity of secondary destinations provides an opportunity to create a more prosperous travel industry and boost local economies. Agoda is proud to support this transformation by raising the profile of these locations to a global audience as we know spreading the tourism dollar more widely brings a wide range of benefits to communities.”
In celebration of World Tourism Day, Agoda is launching a special sales campaign. Running from 24th September 8th October 2025, the World Tourism Day sale will offer up to 60% off hotel bookings, with special flash sales on 27th September and 6th October offering up to 70% off, along with exclusive deals on flights and activities. Agoda VIP members will receive early access to deals from 21st to 23rd September. Discover more at Agoda.com and find the best deals on Agoda’s mobile app.
 with searches for the other destinations (secondary destinations) in each market){kind=link}