KUALA LUMPUR: With Visit Malaysia 2026 (VM2026) in mind, the Malaysian Association of Tour and Travel Agents (MATTA) is leveraging its flagship fair to spur domestic tourism and strengthen preparations to attract more international visitors.
MATTA president Nigel Wong said the association is working closely with the Tourism, Arts and Culture Ministry, Tourism Malaysia and industry partners to ensure the country is ready for the global spotlight.
“We are promoting domestic tourism through sales missions abroad and by using MATTA Fair itself as a platform,” he said in his welcome address at the opening of the 57th MATTA Fair yesterday.
This year’s edition features participation from 10 state tourism organisations – Johor, Labuan, Langkawi, Melaka, Pahang, Perlis, Putrajaya, Sabah, Sarawak and Selangor – collectively showcasing more than 140 booths.
Official launch: Among those present at the 57th MATTA Fair opening were Sabah Assistant Minister of Tourism, Culture and Environment and Sabah Tourism Board chairman Datuk Joniston Bangkuai (third from right) along with (from left) Duria founder Wong Woei Ming, Mayoly senior marketing manager Tian Chai Chuah, Tourism Malaysia deputy director-general (promotion) Samuel Lee, Sabah Tourism Board chief executive officer Julinus Jeffrey Jimit, Nigel, Surrendren, Malaysia Aviation Group head of airlines global sales Syazwan Ahmad Sabri and RHB Bank Bhd head of consumer finance Sien Vee Loc. — AZLINA ABDULLAH/The Star
“The domestic hall is fully booked, with a waiting list of exhibitors eager to join. This shows the Malaysian tourism industry is fully behind the VM2026 agenda.
“With renewed interest, innovation and drive, VM2026 will be a success,” Wong said.
He noted that MATTA Fair has long served as the voice of Malaysia’s tourism industry, reflecting the sector’s adaptability and innovation in meeting the changing needs of travellers.
“Malaysians are the best ambassadors for our country. By travelling locally, we showcase the richness of our culture and heritage, inspiring the world to visit Malaysia not only in 2026, but well beyond,” Wong added.
Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing, whose speech was delivered by ministry deputy secretary-general (management) Surrendren Sathasivam, said VM2026 will be anchored on five strategic pillars: sustainable tourism; cultural and heritage experiences; adventure and nature-based travel; digital innovation; and enhanced global connectivity.
“These priorities reflect the evolving preferences of today’s travellers, who increasingly seek meaningful, authentic and environmentally conscious experiences.
“Through this holistic approach, VM2026 aims not only to elevate Malaysia as a premier global destination but also to ensure long-term industry growth that benefits our communities while safeguarding our cultural and natural heritage,” he said.
Crowd of admirers: Fans attending a meet and greet with former manchester united players park Ji-sung, Wes brown and peter Schmeichel at the malaysia airlines booth during the matta Fair at mitec in Kuala Lumpur.
Last year, the country welcomed 38 million international visitors, surpassing pre-pandemic levels, with tourism receipts reaching a record RM106.8bil.
Domestic tourism also surged, with Malaysians making 260.1 million trips and spending RM107.2bil, up 26.3% from the previous year.
The fair, held from Sept 5 to 7 at the Malaysia International Trade and Exhibition Centre (Mitec), is the largest edition to date.
Covering 40,820sq ft across 10 halls, it brings together 334 companies showcasing 2,049 booths.
Malaysia Aviation Group returns as the official airline partner and premier sponsor, while MATTA’s Eco & Sustainable Tourism Initiative (MESTI) takes centre stage.
Designed as a pathway towards greener and more responsible travel, MESTI is anchored on three pillars: wildlife conservation, marine conservation, and cultural and heritage preservation.
