KOTA KINABALU: The Malaysian Association of Tours and Travel Agents (MATTA) Fair Sabah is back, with more unique experiences offered to visitors.
Visitors who come to this fair, which runs until Sunday (April 19), can visit 167 booths from 52 companies nationwide set up to cater to different travel preferences.
Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said on the first day of the fair on Friday alone, over 5,000 visitors and sales of around RM200,000 were recorded.
He said the state continues to stand as one of Malaysia’s most unique and attractive tourism destinations, even amid the global crisis.
“With its rich cultural diversity, breathtaking natural landscapes, and warm hospitality, Sabah offers an experience unlike any other,” he said when launching the event.
He said events like MATTA Fair provide an important platform for industry players to connect, collaborate, and promote a wide range of travel offerings, hence strengthening the tourism ecosystem by stimulating travel demands.
Jafry said in today’s global landscape, the tourism industry continues to face various external challenges and uncertainties and it was encouraging to witness the resilience and adaptability of Sabah’s tourism players, who continue to innovate and move forward with confidence.
“As we look ahead to Visit Malaysia Year 2026, initiatives like MATTA Fair Sabah are both timely and strategic.
“At the same time, we must continue to emphasise sustainable and responsible tourism as we welcome more visitors,” he said in calling for all to support local tourism.
Jafry reminded industry players and agencies to preserve the natural environment, protect cultural heritage, and uplift local communities particularly through rural and community-based tourism initiatives.
Earlier, MATTA president Nigel Wong said the strong momentum in this fair reflects not only growing demand for travel, but also the level of confidence and trust both industry players and consumers have in MATTA as a platform.
“What’s equally encouraging this year is the diversity of participation, bringing together the full ecosystem of the industry in one place. With a varied participation in this edition, it really shows how the industry unites,” he said.
As a trusted marketplace, MATTA provides assurance and peace of mind for travellers, he said, adding that MATTA remains committed to driving both inbound and domestic tourism as part of Malaysia’s broader economic growth.
Sabah MATTA organising chairman Mohd Azlan Saleh Salam said regular discussions and meet ups with industry players were conducted to better develop the tourism industry.
