New research shows a vast majority of Malaysians want to travel in ways that positively benefit local communities both economically and socially.
According to the latest Airbnb-commissioned research and analysis by Economist Impact, 93 per cent of Malaysians said sustainable tourism is important while almost 84 per cent said the pandemic had changed their perception of sustainable tourism.
The research titled 'Rebuilding tourism in Asia-Pacific: A more conscious traveller?' surveyed more than 4,500 people across nine countries in the Asia-Pacific, including Malaysia and found that most Malaysians want to travel in ways that positively impact benefit local communities both economically and socially.
The study also shows that In Malaysia, creating equitable outcomes and income for locals and engaging with new social experiences and meaningful connections emerged as the top two most important aspects of sustainable travel for those surveyed.
The research also highlights how the travel revolution presents new opportunities for rural areas, particularly those in emerging economies, with about half of the respondents planning to travel more frequently to unpopular rural destinations.
Mich Goh, Airbnb's Head of Public Policy for Southeast Asia, said: "In the wake of the disconnection and economic hardship brought by the pandemic, people are becoming increasingly thoughtful and deliberate about how they can use travel to make a positive contribution to the communities they're visiting.
They're thinking deeply about how they can put their tourist dollars to best use and economically empower towns and rural communities that have struggled", added Goh.