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This study explores critically major determinants of inbound educational tourism demand in Malaysia between 2002 and 2014 by employing dynamic panel system Generalised Method of Moment (GMM). The study found academic reputation as the main driving factor of educational tourism followed by economic capacity of country of origin and the quality of higher education. The findings of this study provide some insights for the policymakers to plan their promotional strategies to attract a greater number of international students to Malaysia to pursue their higher education. [ABSTRACT FROM AUTHOR]