Travel insurance is becoming more widely recognised as a critical financial safeguard against unforeseen travel-related complications on a global scale. However, its adoption rate in Malaysia remains below the global average, necessitating a deeper understanding of the contributing factors. This quantitative study investigates the behaviours and perceptions of Malaysian travellers, with a particular emphasis on the Klang Valley region, to provide actionable insights for boosting travel insurance adoption in Malaysia. This study investigates the impact of attitudes, subjective norms, and perceived behavioural control on the intention to purchase travel insurance, using the Theory of Planned Behaviour (TPB) as its foundation. Furthermore, it incorporates insurance literacy as an additional predictor into the TPB model. A bilingual online questionnaire was implemented to gather data from travellers in the Klang Valley, employing non-random sampling. The results indicate that demographic variables, including age, education, income, attitudes, risk perceptions, and travel insurance knowledge significantly influence purchase intentions. These insights can assist the insurance industry and policymakers in promoting travel insurance, thereby fostering socioeconomic development through the tourism sector.