KUALA LUMPUR: The annual MATTA Fair is organised with greater emphasis on sustainability and niche markets such as sports and ecotourism.
Unveiling a series of strategic initiatives, Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong outlined its commitment to supporting Malaysia’s tourism sector in light of the Visit Malaysia 2026 campaign.
“Tourism is a fundamental driver of Malaysia’s economic growth and plays a pivotal role in strengthening local communities,” he said at the opening of the 56th National MATTA Fair yesterday.
The event is held from April 18 to today, at the Malaysia International Trade and Exhibition Centre here.
It features a record 1,754 booths across eight halls, surpassing the 1,590 booths last year.
Among the highlights is the two pickleball courts on level one, which are open to visitors for free.
Understanding that pickleball is a fast-growing sport that resonates across multiple age groups globally, Wong said it could unite people from all walks of life.
“MATTA recognises this opportunity to promote and spotlight Malaysia as a sports tourism destination, and create inclusive travel and holiday experiences,” he added.
The fair aims to attract over 210,000 visitors and generate RM270mil in sales.
Wong said the association has also introduced the MATTA Eco-Sustainable Tourism Initiative to focus on wildlife and marine conservation and cultural preservation.
Deals galore: Visitors buying tickets at the Malaysia Airlines booth during the MATTA Fair held at the Malaysia International Trade and Exhibition Centre in Kuala Lumpur. — AZHAR MAHFOF/The Star
“As an association, we must set an example and encourage our members to adopt welfare practices. This shows our responsibility to protect Malaysia’s heritage, natural resources and culture, not just for tourism, but for future generations,” he added.
At this year’s fair, Kedah is being promoted as Malaysia’s favourite destination.
Its Mentri Besar Datuk Seri Muhammad Sanusi Md Nor said the rich blend of culture, history and natural beauty of the state makes it an ideal location for travellers seeking meaningful experiences.
“What we need now is to tell our stories and reach out to the masses. For example, few know about the archaeological marvels of Sungai Batu in Merbok.
“This site, studied by international experts and regarded as one of the oldest civilisational sites in South-East Asia, holds untapped potential for historical tourism,” he added.
Organising chairman Datuk Tan Kok Liang said MATTA Fair has always focused on delivering value by supporting business growth, encouraging innovation and strengthening the tourism industry locally and internationally.
“This edition features 204 licensed tour and travel agencies along with tourism bodies, hotels, resorts, theme parks, airlines and other industry players,” he said.
Celebrating its 50th anniversary this year, MATTA also marks a major milestone, having been recognised as the largest international travel fair during its September 2024 edition.
As for the MATTA Fair Booth Excellence Awards 2025, the Macao Government Tourism Office (MGTO) won the Best National Tourism Organisation Booth Award; Tourism Selangor was presented the Best State Tourism Organisation Booth Award; Stellar Eco Venture Sdn Bhd bagged the Best Travel Agent Booth prize, and ICE Holidays Sdn Bhd received the Best Sustainable Booth Award.
Also present at the opening were Tourism, Arts and Culture Ministry secretary-general Datuk Shaharuddin Abu Sohot; Kedah tourism, arts and heritage committee chairman Datuk Mohd Salleh Saidin as well as MGTO senior marketing executive Sammie Tam, and RHB Islamic Bank managing director Datuk Adissadikin Ali.
