MALAYSIA is witnessing a rising wave of “durian tourism,” with more international visitors, especially from China, planning short getaways around the fruit’s peak seasons.
According to a report by BMI, a unit under Fitch Solutions, travellers are increasingly seeking out orchard experiences, where they can sample different durian varieties, understand grading methods and enjoy the fruit at its source.
The report noted that while durian-focused travel is not new, with Singaporeans, for instance, making such trips for years, social media has significantly amplified its appeal in recent times.
Platforms like Douyin have played a key role, with travel guides and content highlighting Malaysia as a go-to destination for authentic durian experiences.
The introduction of visa-free travel has further boosted interest among Chinese tourists.
Durian has also gained strong traction in China as a must-try regional delicacy.
The country now leads global durian imports by value, accounting for about 95% of total demand.
In 2025 alone, China imported durians worth US$7.5 bil, with Thailand and Vietnam dominating supply, according to BMI’s report titled Malaysia Leads ASEAN Tourism Market With Growing Premiumisation Opportunities.
Despite greater availability, Malaysian durians continue to command a premium in China, widely regarded for their superior quality.
Thailand exported 941,183 tonnes valued at US$4 bil, while Vietnam contributed 920,578 tonnes worth US$3.4 bil. In contrast, Malaysia exported just 3,064 tonnes, valued at US$37.2 mil.
On a per-tonne basis, Thai and Vietnamese durians averaged US$4,239 and US$3,739 respectively. Malaysian durians, however, fetched a much higher US$12,138 per tonne.
This price gap, BMI noted, underscores the strong reputation of Malaysian durians, with many Chinese consumers opting to travel directly to Malaysia to enjoy better quality at more attractive prices. — Focus Malaysia
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