Big boost at Sabah MATTA fair
Surge in exhibitors signals return of tourism confidence
KOTA KINABALU: A surge in exhibitors and booths at this year's Malaysian Association of Tour and Travel Agents (MATTA) Fair Sabah is sending a strong signal of renewed confidence and enthusiasm among tourism stakeholders.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew said the increased participation reflects optimism in the industry and Sabah's rising profile as a must-visit destination on both the domestic and international travel map.
'This year, we are proud to see that MATTA Fair Sabah has grown bigger, with more companies coming on board.
'This expanded participation enhances the fair's appeal and presents valuable opportunities for local travel agencies and tourism players to showcase their products and services,' she said at the launch of the fair at the Sabah International Convention Centre yesterday.
Liew praised the tourism sector's resilience following years of pandemic-related disruption.
'Sabah recorded RM4.5mil in sales at the recent MATTA Fair in Kuala Lumpur, up from RM3mil last September.
'This is a clear reflection of the growing interest in our culture, adventure and nature tourism offerings,' she added.
Island-hopping excursions and immersive cultural experiences, such as trips to the Mari Mari Cultural Village, topped the list of best-selling packages.
Liew stressed that the fair is about more than just sales, as it is also about nurturing partnerships, building stronger networks, and most importantly, creating meaningful, unforgettable experiences for everyone who steps foot in Sabah.
'Through continuous collaboration and innovation, I believe Sabah's tourism industry will continue to grow, fuelling both our economy and our reputation as one of Asia's top destinations,' she said.
She also spotlighted the new 'Top 5 Mountains in Sabah' campaign, launched in Kuala Lumpur last month, as part of efforts to strengthen its status as a South-East Asian adventure tourism hub.
'Peaks such as Mount Kinabalu, Mount Trus Madi and Mount Tambuyukon are just some of the highlights under this campaign, and we look forward to welcoming more climbers and trekkers in the months ahead,' she said.
The MATTA Fair Sabah, organised with support from the Sabah Tourism Board, runs throughout the weekend and features a wide array of travel deals and packages.
Liew also extended her gratitude to MATTA for its ongoing efforts in championing Sabah as a travel destination, urging all tourism players to keep working hand-in-hand to ensure the state remains one of Asia's top travel destinations.
Meanwhile, organising chairman Rocky Kho said this year's fair stands out not just for its exclusive travel deals, but also its strategic role in promoting travel aligned with the upcoming Visit Malaysia 2026.
He emphasised that hosting the fair in Sabah reinforces the state's visibility and MATTA's role as a key driver of tourism growth within and beyond Malaysia.
Kho added that the event also continues MATTA's Eco and Sustainable Tourism Initiative (Mesti), in line with the association's commitment to promote a cleaner, more conscious, sustainable and inclusive way of exploring the country.
'The initiative prioritises collaborative efforts to address wildlife and marine conservation, and cultural and historical preservation. Mesti empowers the travel and tourism industry, and visitors alike to protect what makes Malaysia truly unique,' he said.
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