Sabah posts 46pct more sales at Matta Fair in KL
Sabah Tourism Board (STB), which spearheaded the state's presence at the fair, said 43 travel agents took part under its coordination to promote the destination within the Sabah zone.
"These encouraging responses affirmed Sabah's continued status as a preferred domestic travel destination, providing a diverse array of tourism offerings ranging from adventure, culture and nature to community-based tourism.
"STB debuted two local brands from Sabah; Chanteek Borneo showcased various clothing and textile designs with traditional Sabah motifs, while Uinah introduced the health benefits of its refreshing locally crafted drink made from locally sourced ingredients harvested sustainably in Sabah.
"Both brands received favourable responses from the Matta Fair attendees," it said.
STB chief executive officer Julinus Jeffery Jimit said the strong results were driven by the commitment and active involvement of Sabah's tour and travel agencies, highlighting the spirit of unity among Sabahans in working alongside the agency to promote the state's tourism industry.
STB said it remains dedicated to strengthening Sabah's destination marketing both locally and internationally, with active involvement in key travel events such as the Matta Fair.
This aligns with its ongoing 'Explore Sabah' campaign in the lead-up to Visit Malaysia Year 2026.
To enhance visitor engagement, the booth offered virtual reality experiences and daily interactive activities, alongside a consumer survey aimed at gaining insights into domestic travel preferences, it said.
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