Malaysia’s major sporting events are drawing increased international attention, according to recent data from digital travel platform Agoda. The Kuala Lumpur Standard Chartered Marathon, Mount Kinabalu Climbathon, and IRONMAN 70.3 Langkawi triathlon have notably boosted travel activity, with searches for accommodation around these events showing a marked rise.
During the Kuala Lumpur Marathon weekend on 4–5 October, domestic searches increased by 24%, whilst international interest grew by 7% compared to the previous year. The event attracted significant interest from Indonesia, Singapore, and China, with additional growth in searches from Bangladesh (224%), Hong Kong SAR (73%), South Korea (48%), and Taiwan (25%).
The IRONMAN 70.3 Langkawi, held on 1 November, also saw a surge in international travel interest. The triathlon, set against Langkawi’s scenic backdrop, drew significant attention from Singapore, India, South Korea, Bangladesh, and Japan. Notably, searches from South Korea and Bangladesh increased by 536% and 148%, respectively.
Similarly, the 32nd Mt Kinabalu International Climbathon on 19 October attracted athletes from across the region. South Koreans showed the most interest, followed by Singaporeans and Chinese travellers. Singaporeans, in particular, showed an 84% increase in searches for Kota Kinabalu during the event.
These trends highlight Malaysia’s growing appeal as a sports tourism destination. The Malaysian government has introduced a 50% income tax exemption for private companies organising international-level sports events, aiming to boost tourism and support the sports industry ahead of Visit Malaysia Year 2026. Fabian Teja, Country Director for Malaysia and Brunei at Agoda, noted, “Sporting events are much more than competitions. They inspire exploration and discovery.”
