The traditional “balik kampung” spirit of Hari Raya – the annual homecoming to ancestral villages – is evolving for many Malaysians, with a growing number opting for international destinations and unique staycation experiences. This shift, observed across Malaysia, Singapore, and Indonesia, signals a broadening definition of “home” and a desire for experiential travel, particularly among a generation comfortable with budget flights and borderless exploration.
As Hari Raya approaches, digital travel platform Agoda reports a significant 55% month-on-month increase in accommodation searches from travelers in Malaysia, Indonesia, and Singapore for check-ins between March 20-23, 2026. While Bali remains the most sought-after destination, Japan and China are rapidly gaining popularity as alternative festive getaways. This trend is fueled by eased visa rules and the availability of unique experiences, according to Andrew Smith, Senior Vice President, Supply at Agoda.
Japan and China Rise as Top Destinations
For the first time, millions of Southeast Asian travelers are considering celebrating the end of Ramadan not in their hometowns, but in destinations like Tokyo and Shanghai. China has emerged as a top five destination for travelers from Malaysia, Indonesia, and Singapore, experiencing a 7% year-on-year increase in accommodation searches during the Hari Raya period. This momentum is amplified by China’s expansion of visa-exemption policies and eased transit rules, reducing friction for travelers, as reported by China’s State Council.
Japan is also experiencing a surge in interest. The appeal of destinations like Japan and China lies in their ability to offer both wonder and religious comfort, catering to the needs of internationally mobile Muslim travel communities with disposable income and a love for experiential travel. The shift isn’t about abandoning tradition, but rather expanding the possibilities for creating Raya memories.
Beyond International Travel: Domestic Staycations Gain Traction
While international destinations are attracting attention, domestic travel within Malaysia remains popular. Langkawi, in particular, is seeing increased interest as a destination for Hari Raya staycations, offering a convenient and culturally rich alternative to traveling abroad. This reflects a broader trend of travelers seeking meaningful experiences closer to home.
Changing Travel Preferences and the Role of Digital Platforms
Traditionally, festive periods like Hari Raya meant returning to ancestral homes. However, travel platforms like Klook are observing a change in preference, with many travelers looking beyond familiar destinations. Agoda’s Andrew Smith notes that “when travel is made easier, interest follows,” highlighting the importance of hotels adapting to these trends by offering localized experiences, tailored content, and convenient payment options to capture growth this festive season.
The “SEA Three” – Malaysia, Singapore, and Indonesia – are now among the most internationally mobile Muslim travel communities globally. This increased mobility is driving demand for diverse travel experiences, from enjoying rendang in Seoul to relaxing on the beaches of Langkawi.
The surge in accommodation searches indicates a strong travel demand during the Hari Raya period, typically a time for reunion, celebration, and spiritual reflection. While the emotional core of Hari Raya remains rooted in family and tradition, the definition of how and where that tradition is celebrated is evolving.
Looking ahead, the travel industry will likely continue to adapt to these changing preferences, focusing on accessibility, unique experiences, and localized offerings to cater to the growing demand from Southeast Asian travelers during festive periods. The continued easing of travel restrictions and the development of new travel experiences will be key factors in shaping the future of Hari Raya travel.
What are your plans for Hari Raya? Share your travel experiences and thoughts in the comments below!
