For travellers in Southeast Asia, durian is a fruit that divides opinion and starts conversation. It could also become the driving force of a new travel trend. Love it or hate it, durian is growing in popularity as part of culinary tours that explore the more unique, exotic side of Asian cuisine.
A recent survey by American Express found that 81% of travellers prioritise food experiences while visiting a foreign country. Now, tourism officials have moved to capitalise on this opportunity, with a series of tour packages that showcase the king of fruits in Malaysia.
Tourism Malaysia has released a publication entitled ‘Durian Tourism Packages 2024/2025’, which features 62 packages from 27 local tour operators across 12 Malaysian states.
“Durian tourism thrives in Malaysia, particularly during the harvest season from late May to August,” explains Akbal Setia, vice president of Tourism Malaysia. “This trend underscores the fruit’s allure and cultural importance, with the new Tourism Malaysia packages offering visitors a unique opportunity to immerse themselves in local traditions.”
These packages include a range of activities designed to introduce international travellers to durian, while also exploring some of its cultural importance to Malaysians. Supporting activities include day trips, tasting sessions and multi-day tours that combine other elements, such as hot springs, cultural sightseeing and camping experiences.
For tourism companies in Malaysia and Indonesia, durian is big business, with the global market for this iconic fruit expected to reach US$10.57 billion between 2024 and 2028, and a compound annual growth rate (CAGR) exceeding 8.09%.
Tourism Malaysia is forecasting more than RM2 million (US$420,000) in durian tourism sales over 2024 and 2025, which indicates both the popularity and potential of this niche market. For international visitors, durian offers a taste of Malaysia they’re sure to remember.
