KOTA KINABALU: Sabah tourism players earned an impressive RM4.5mil in sales at this year’s first MATTA Fair in Kuala Lumpur from April 18 to April 20.
This result marks a 46% increase from the same period at last year’s Malaysian Association of Tour and Travel Agents (MATTA) fair, affirming Sabah's continued status as a preferred domestic travel destination.
Sabah Tourism Board (STB) chief executive officer Julinus Jeffery Jimit (pic) said 43 Sabah travel agents participated in the fair, offering a diverse range of tourism options, including adventure, culture, nature, and community-based tourism.
He credited the success to the dedication and active participation of Sabah’s tour and travel agencies, reflecting Sabahan camaraderie in promoting the state’s tourism industry alongside STB.
At the event, the STB booth’s “Explore Sabah Dulu Bah” theme encouraged visitors to redeem travel rebate vouchers up to RM100 with a minimum RM600 deposit in a single receipt.
To promote community-based tourism (CBT) products, RM50 travel rebate vouchers per person were offered to CBT product buyers.
STB kept the booth engaging with a virtual reality (VR) experience and daily activities to attract visitors and increase retention, while a survey studied domestic consumer behaviour.
STB introduced two local brands from Sabah: Chanteek Borneo and Uinah, both receiving positive responses from MATTA Fair attendees.
Chanteek Borneo showcased clothing and textiles featuring traditional Sabah motifs, while Uinah introduced a refreshing drink made from sustainably sourced local ingredients.
“STB continues its strong commitment to enhancing promotional efforts for Sabah in domestic and international markets, including active participation in major travel events like the MATTA Fair,” said Julinus.
“This effort echoes the STB ‘Explore Sabah’ campaign leading up to Visit Malaysia Year 2026,” he added.
He also launched the new Augmented Reality Map (AR Map) for both Sabah and Kota Kinabalu City.
Users can scan a barcode on the maps to unlock more information about key attractions, offering an interactive experience with helpful guidelines and animations.
This latest promotional material is part of STB’s initiatives to make exploring Sabah a more immersive, engaging, and accessible experience, said Julinus.
Physical copies of the map were distributed at the MATTA Fair and are available for download from the Sabah Tourism Board’s official website.
Earlier, in August last year, STB launched a digital careline chatbot, called Avantang, providing round-the-clock access to essential travel information and assistance.
This facility is accessible from the Sabah Tourism Board website, WeChat account, or WhatsApp number +6019-9392121.
