KOTA KINABALU: The growing number of exhibitors and booths at this year’s Sabah edition of the Malaysian Association of Tour and Travel Agents (MATTA) fair signals renewed confidence and enthusiasm among tourism stakeholders.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew said the increased participation was a positive indicator of Sabah’s strengthening position as a prime travel destination, both domestically and internationally.
“This year, we are proud to see that MATTA Fair Sabah itself has grown bigger with more exhibiting companies. This expanded participation enhances the fair’s appeal and presents valuable opportunities for local travel agencies and tourism players to showcase their products and services,” she said.
Speaking at the launch of MATTA Fair Sabah 2025 at the Sabah International Convention Centre (SICC) on Saturday (May 10), Liew noted that despite the challenges posed by the pandemic, in recent years, the tourism industry in Sabah has shown remarkable resilience and is now bouncing back with strong momentum.
“Sabah recorded RM4.5mil in sales at the recent MATTA Fair in Kuala Lumpur, up from RM3mil in September last year. This is a clear reflection of the growing appeal of our Culture, Adventure and Nature (CAN) tourism offerings,” she said.
Among the most popular packages sold were island-hopping tours and cultural experiences such as visits to the Mari Mari Cultural Village.
She added that efforts are not just about boosting sales figures, but also nurturing partnerships, building stronger networks and most importantly, creating meaningful and memorable experiences for all who visit Sabah.
“Through continuous collaboration and innovation, we are confident that Sabah’s tourism industry will continue to grow, contributing to both our economy and our reputation as one of Asia’s top destinations,” she said.
She also highlighted the state’s new “Top 5 Mountains in Sabah” campaign, which was launched in Kuala Lumpur last month to boost Sabah’s standing as an adventure tourism hub in Southeast Asia.
“Peaks such as Mount Kinabalu, Mount Trus Madi and Mount Tambuyukon are just some of the highlights under this campaign, and we look forward to welcoming more climbers and trekkers in the months ahead,” she said.
The fair, organised by MATTA with support from the Sabah Tourism Board, runs over the weekend and features a variety of travel deals and holiday packages.
Liew also thanked MATTA for its continued commitment to promoting Sabah, and urged all industry players to continue working together to ensure the state remains one of Asia’s top travel destinations.
Meanwhile, event organising chairman Rocky Kho said the MATTA FAir Sabah stands out significantly this year as it also includes more exclusive travel deals, while campaigning their inbound and outbound initiatives as a strategic partner to the Visit Malaysia Year 2026 campaign.
“Hosting the fair in Sabah is a great deal, not only to enhance the visibility to the state as a primary tourism destination but also reinforces the fair’s role as an important platform to promote travel within and beyond Malaysia,” said Kho.
He added that this fair also sees the continued implementation of the MATTA Eco and Sustainable Tourism Initiative (Mesti), in line with the association’s commitment to promoting a cleaner, more conscious, sustainable and inclusive way of exploring the country.
Mesti, he added, is aimed at strengthening and promoting sustainable, and inclusive growth across the country.
“The initiative prioritises collaborative efforts to address wildlife and marine conservation, and cultural and historical preservation. Mesti empowers the travel and tourism industry, and visitors alike to protect what makes Malaysia truly unique,” he said.
