Medan in North Sumatra is gaining stronger interest from Malaysian travellers, supported by short flight times, affordable packages and cultural familiarity, according to outbound operators at the inaugural Astindo Sumut Travel Exchange (Astex).
The first edition of Astex in Medan last month drew 37 Malaysian buyers – the largest foreign delegation at the event – reflecting the market’s growing appetite for the destination.
Malaysian outbound specialists interviewed by TTG Asia highlighted easy air access as a key driver. Medan is served by multiple daily flights from Kuala Lumpur, Penang and Johor Bahru, providing flexible options for short breaks.
Cultural closeness also strengthens Medan appeal, said Nor Idayu Kamaruzaman, director of Jendela Asia Tour & Travels. “Travellers feel at ease because the food, language and social warmth are close to what Malaysians experience at home,” she said.
Growth is strongest among families and young adults seeking low cost escapes, noted Syamira Farisha, operations manager at Neskop Travel Agency & Tours. “Our best seller is still the three-day Medan city package,” she said, adding that the itinerary is intentionally simple, centred on food stops, market shopping and a short cultural visit. The aim, she explained, is to make weekend travel easy and effortless.
With demand rising, agents are beginning to look beyond city-based packages. “Clients are beginning to ask for something beyond a city break. We’re here to see what new products can fit a combination that includes Berastagi or even Lake Toba,” said Jo’N Nadia Shehnaz, business leader at Travel Dynamics.
Lake Toba, which saw strong Malaysian group traffic in the 2000s, is drawing renewed attention at Astex. With upgraded infrastructure and new four- and five-star accommodation in Samosir, longer itineraries are now more feasible.
“Lake Toba used to be popular product, and it can be again. With improved accommodation and clearly structured itineraries, four- or five-night packages could appeal to families and small groups without overwhelming them,” Nadia added.
