Tourism Australia brought its flagship trade platform, Australia Marketplace South East Asia, to Kuala Lumpur from July 22 to 24, connecting Australian tourism operators with travel partners from across the region.
The event attracted close to 200 delegates and brought together buyers and sellers through scheduled appointments and networking sessions. Participating South-east Asian markets included Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
The event comes as arrivals from the region continue to grow. Singapore, Malaysia, Indonesia and Vietnam are among Australia’s leading source markets, while Thailand and the Philippines have further growth potential.
Malaysia remains an important market, with arrivals increasing 10 per cent year on year to around 200,000 in the 12 months to May 2026, making it Australia’s 11th-largest international source market.
Overall, Australia recorded 9.16 million international short-term arrivals during the same period, up 9.5 per cent year on year.
Tourism Australia’s consumer research indicates that Sydney, Melbourne, the Gold Coast and Perth rank among the Australian destinations most sought after by South-east Asian travellers, particularly Malaysians. Natural scenery and wildlife experiences also rank highly.
Jennifer Doig, regional general manager, South and South-east Asia, Tourism Australia, said: “South-east Asia is a powerhouse region for Australia’s visitor economy, and we have seen incredible growth from the markets here. Singapore, Malaysia, Indonesia and Vietnam continue to rank among the top source markets arriving in Australia, with Thailand and the Philippines holding strong potential for growth.
“Tourism Australia’s platforms such as Australia Marketplace are crucial, empowering our local tourism industry to establish and strengthen relationships with the travel professionals who understand South-east Asian travellers best.”
