The durian, also known as the “King of Fruits”, has become an itinerary must for tourists and locals alike in southeast Asia. The fruit earns its association as it can weigh over 3 kilograms. It has made a name for itself due to its unique characteristics: a spiky shell that can pierce through the skin if not held by its stem, and a smell so pungent that it often lingers long after it’s been finished. The durian fruit was even the inspiration for The Esplanade theatre in Marina Bay, Singapore.
Durians are a classified superfood, with an individual fibre content almost parallel to the recommended daily amount, and are high in vitamin C, potassium and iron. Despite the fruit’s sweet and citrucy flavours, it has such a pungent smell that is has been banned on all public transport in Singapore as well as many in Hong Kong, Thailand and Japan. Some airlines also forbid passengers from taking durian on board and it is also banned from hotels.
For those who can look past the odour however, durians have become a key contributor in the rise of food tourism. So much so that in Malaysia, where the fruit originates, the national tourism agency, Tourism Malaysia, is beginning to launch a range of travel packages catering to the local delicacy.
“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,” said Akbal Setia, vice president of Tourism Malaysia for the Americas.
A recent study by American Express shows that 81% of travellers prioritise food experiences when abroad, and global market research company Technavio predicted in a recent report that the durian market will grow at a compound annual growth rate (CAGR) of 8.09% between 2023 and 2028, increasing its market size to $10.57 billion.
The travel bundles which include activities centring around durian consumption, come at a variety of price points and are already available for experiencing in 2024 and into 2025. Tourism Malaysia expects $420,000 in sales in the next two years from its new packages, reflecting the growing interest in this niche segment. From glamping in a modern forest chalet to jungle trekking and treetop walking, 62 packages are on offer across 12 Malaysian states, meaning there is a durian experience for every traveller. The durian packages include:
- Penang Golf Experience – four nights at the Bukit Jawi Golf Resort, including games on the golf course followed by tastings of various types of durian fruit.
- Minimalist Forest Glamping – two nights in a retreat-style forest chalet, including hot springs and lunch with Nasi Lemak durian.
- Kampong Bamboo Resort, Taiping – half-board package including durian fruit at breakfast and lunch buffets.
- Dusun Tour – one day trip to Kampung Ulu Cheka, includes river bathing and durian-based lunch.
