Travelers are increasingly timing their Malaysia visits to coincide with durian harvests and heading to orchards to sample different varieties at source and take part in curated, experience-driven packages, according to a report released last week by BMI, a unit of credit rating agency Fitch Solutions.
“While this is not a new phenomenon, with regional tourists such as Singaporeans travelling to Malaysia for ‘durian trips’ for decades, this trend has been amplified by social media,” the report said, as cited by national news agency Bernama.
How-to guides on Chinese platforms such as Douyin, as well as Malaysia’s visa-free policy for Chinese and Indian nationals, have further magnified this trend, it noted.
China, the world’s largest market for durian, imported US$7.5 billion worth of the fruit last year, with Thailand supplying $4 billion and Vietnam $3.4 billion, according to the report.
Malaysia’s shipments were far smaller at $37.2 million, but its durians commanded much higher prices, averaging $12,138 per tonne compared with $4,239 for Thai and $3,739 for Vietnamese fruits.
Given the premium pricing, BMI noted that “many Chinese consumers are willing to make a specific trip to Malaysia for the greater quality and authenticity at a lower price tag.”
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Durians are seen on the tree at a durian orchard in Raub of Pahang state, Malaysia, Oct. 16, 2025. Photo by Xinhua via AFP |
The appeal of Malaysian durians extends beyond Chinese visitors.
Some tourists like Harliandy Salim from Indonesia have traveled several times to Bloopy Durians in central Malaysia, enduring a rugged drive along narrow, uneven tracks through the remote hills to reach the orchard.
“We have durians in Indonesia too, but the taste is not the same,” Salim, 43, who made the trip with his family in January, told Bloomberg.
A growing niche
Mohd Amirul Rizal Abdul Rahim, director general of Tourism Malaysia, said durian is emerging as a key niche in the sector.
Stephen Loke, founder of Bloopy Durians, said visitors who travel to orchards often extend their trips into nearby cities for shopping.
During peak periods, Loke receives up to 180 guests a day, who come to learn about durian cultivation. Some of them choose to stay overnight and eat their fill of the pungent fruit.
BMI said durian tourism could grow into reservation-based tastings, curated orchard experiences and luxury hotel packages that offer a distinctly Malaysian experience.
Malaysia welcomed 42.2 million visitors last year, up 11.2% year on year and 20.4% higher than pre-pandemic levels in 2019, making it the most visited country in Southeast Asia.
To sustain that growth, the country is placing greater emphasis on niche attractions to stand out in an increasingly competitive regional tourism market. It is targeting 47 million arrivals by 2026.
The country has also been promoting and protecting its diverse durian varieties. In the eastern state of Sabah, durian bazaars, festivals and competitions have been organized to showcase local harvests and highlight the region’s unique species, as reported by Channel News Asia.
Among them is Durian Merah, also known as red durian, which could develop into a major agro-tourism draw and commercial crop with proper cultivation and branding, according to The Star.
Additionally, the Intellectual Property Corporation of Malaysia earlier this year urged more farmer associations, producers and state authorities to look into geographical indication registration for distinctive durian varieties linked to specific regions.
Despite potential headwinds from a stronger ringgit and rising competition in the region, BMI’s outlook indicates that Malaysia could continue to draw travelers thanks to its mix of accessibility, competitive pricing and unique offerings.
