KOTA KINABALU: The Malaysian Association of Tour and Travel Agents (MATTA) Fair Sabah is back with more unique experiences on offer.
Attendees of the fair, which runs until today, can browse through the 167 booths set up by 52 companies.
Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the fair recorded some 5,000 visitors and sales of around RM200,000 on Friday, which was the first day.
He said the state remains one of Malaysia’s most unique and attractive tourism destinations.
“With its rich cultural diversity, breathtaking natural landscapes and warm hospitality, Sabah offers an experience unlike any other. However, whatever plans we make must be approached with caution and should align with the desires of our visitors,” he said during the event launch.
Jafry said that events such as MATTA Fair Sabah play a crucial role in strengthening the tourism ecosystem.
These events, he said, provide an important platform for industry players to connect, collaborate and promote a wide range of travel offerings.
Jafry said that in today’s global landscape, the tourism industry continues to face external challenges and uncertainties.
As such, he said, it was encouraging to witness the resilience and adaptability of Sabah’s tourism players who continue to innovate and move forward with confidence.
“With Visit Malaysia 2026, initiatives like MATTA Fair Sabah are both timely and strategic,” he said, adding the event also strengthens Sabah’s position as a key contributor to the nation’s tourism growth.
“At the same time, we must continue to emphasise sustainability and responsible tourism as we welcome more visitors.”
Jafry also reminded industry players and agencies that it is a shared responsibility to preserve the natural environment, protect cultural heritage and uplift local communities, particularly through rural and community-based tourism initiatives.
MATTA president Nigel Wong said the strong momentum in the 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. The varied participation in this edition clearly demonstrates how the industry unites.”
MATTA, he said, provides assurance and peace of mind for travellers.
Sabah MATTA organising chairman Mohd Azlan Saleh Salam said they would continue to work with the state to promote the tourism industry.
He said regular discussions with industry players were conducted, their grouses and concerns as well as feedback heard, with the intention of finding solutions to better develop the industry.
