SEPANG: The Malaysian Association of Tour and Travel Agents (MATTA) expects the 57th National MATTA Fair to generate over RM250mil in sales, boosted by rising regional travel demand and the government’s push for Visit Malaysia 2026.
MATTA president Nigel Wong said the country’s largest consumer travel showcase was fully subscribed and expected to attract between 120,000 and 150,000 visitors over three days.
“We are more optimistic this year because of the government’s push for Visit Malaysia 2026 and a renewed interest in Asean travel,” he said.
He added that purchases were expected to lean towards Asean destinations, while domestic packages would also see stronger take-up.
“Visitors will also notice many new products and attractions being introduced at this edition,” Wong said.
The fair, which will cover 40,800 sq ft across three levels with 2,040 fully booked booths, is one of the largest in its history.
A major feature will be the expanded MESTI Pavilion, following the launch of the MATTA Eco and Sustainable Tourism Initiative in April, highlighting responsible tourism and cultural preservation.
“Travel is about connecting people and places. With the support of Malaysia Aviation Group (MAG) as our premier sponsor, we have a partner that understands the importance of safeguarding these connections for future generations,” Wong said at a press conference on Monday (Aug 25).
The Fair will be held Sept 5-7 at the Malaysia International Trade and Exhibition Centre (Mitec) in Kuala Lumpur.
Malaysia Aviation Group, returning as the Official Airline Partner and Premier Sponsor, will showcase its largest presence yet with interactive travel products and AI-powered experiences.
MAG chief commercial officer of airlines Dersenish Aresandiran said the collaboration would help strengthen the group’s share of both outbound and inbound markets while supporting the country’s tourism agenda.
“Outbound travel continues to show strong double-digit growth, and inbound demand is also rising.
“There will be future-forward products and interactive showcases featuring Malaysia Airlines and Firefly’s extensive networks. Visitors can also experience a first-of-its-kind AI-powered travel showcase, giving a glimpse into how technology can redefine the way we plan our trips,” he said.
He added that MAG would continue its tradition of engaging football fans with meet-and-greet sessions featuring Manchester United legends.
“This year’s line-up will include players from their championship-winning era, and fans from abroad have even travelled to Kuala Lumpur just for this experience,” he said.
In addition, MAG will roll out exclusive travel deals. They include a 30% discount on Malaysia Airlines fares across its global network for both economy and business class, while Firefly will introduce all-in return fares starting from RM59. Ancillary services such as extra baggage, seat selection and lounge access will also be discounted.
Enrich loyalty members will enjoy added benefits, including early access to sales, extra discounts and bonus points. Contest prizes such as tickets to Paris, Tokyo, Auckland, Perth, London and Seoul will also be up for grabs.
Dersenish said MAG’s participation reflected its ambition to be among the world’s top 10 airlines by 2030.
“This fair is about more than discounts. It is about sharing our vision for a digital, AI-powered and sustainable travel experience, while supporting Visit Malaysia 2026,” he said.
To ease access, MATTA has arranged 24 free shuttle buses between KL Sentral, Sunway Putra Mall and MITEC, running at five to 10-minute intervals. Admission is free, with opening hours from 10am to 9pm daily.
