Emirates marks Lunar New Year with festive onboard offerings for Malaysian travellers

Emirates is celebrating the Lunar New Year peak travel season with special onboard experiences and new travel insights highlighting passenger trends in Malaysia and across Southeast Asia.

As the Year of the Horse ushers in one of the region’s busiest travel periods, Emirates’ February 2026 booking data shows a blend of family reunions, leisure holidays and long-haul international trips.

In Malaysia, inbound traffic during the festive season is led by the United Kingdom, the United Arab Emirates, Germany and the United States, reflecting the country’s strong overseas links and tourism appeal. Most inbound passengers are solo travellers (61 per cent), followed by couples (20 per cent) and families (10 per cent).

Outbound, Malaysians are increasingly taking advantage of the holiday to embark on long-distance travel. Dubai, Istanbul, Cairo, London and Paris rank among the most popular destinations. Solo travellers account for 53 per cent of outbound bookings, couples 21 per cent, while groups and families make up 14 per cent and 10 per cent respectively. The trend underscores Lunar New Year’s growing role as a launch point for major international trips.

In Thailand, travel remains largely leisure-driven. Inbound demand is strongest from Germany, the United Kingdom, Russia, France and Hong Kong. Couples (30 per cent) and solo travellers (45 per cent) form the majority of visitors. Thai outbound travellers favour regional destinations such as Hong Kong and Da Nang, alongside Dubai, with many opting for short breaks.

Vietnam’s Tết period also reflects rising long-haul demand. Inbound travellers mainly originate from Germany, Thailand, the United Kingdom, the United States and Russia, with solo and couple travellers dominating. Outbound Vietnamese passengers are venturing to Dubai, Bangkok, London, Paris and Moscow, blending reunion travel with international holidays.

To enhance the festive atmosphere, Emirates is offering Lunar New Year-themed meals and desserts on selected flights between Feb 16 and 20, as well as in lounges in Dubai, Singapore, Bangkok, Beijing, Shanghai and Hong Kong from Feb 17 to 19. Passengers travelling between Dubai and Kuala Lumpur can enjoy special treats across all cabin classes, along with traditional red envelopes symbolising prosperity.

Emirates’ inflight entertainment system, ice, will also feature curated Lunar New Year content, including Chinese-language titles and Malay entertainment options for Malaysian travellers.

With its extensive global network, Emirates continues to connect Southeast Asia to key international destinations during high-demand festive periods.

-ASEAN FOOD & TRAVEL