A ‘formidable force' for tourism
PETALING JAYA: The Malaysian Association of Tour and Travel Agents (MATTA) celebrated its golden jubilee in style on Saturday with a gala dinner, marking 50 years of unwavering service to Malaysia's tourism landscape.
The event brought together leaders from the public and private sectors, united in their commitment to shaping the next chapter of Malaysian tourism.
Tourism, Arts and Culture Deputy Minister Khairul Firdaus Akbar Khan, delivering a keynote address on behalf of Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi, lauded MATTA's enduring legacy.
Khairul Firdaus highlighted MATTA's evolution from humble beginnings into a formidable force representing thousands of agents and shaping national tourism policies.
He noted the record-breaking success of this year's MATTA Fair, which hosted 1,754 booths and welcomed over 210,000 visitors, generating RM270 million in projected sales.
'MATTA has not only supported the growth of the tourism ecosystem but has also contributed meaningfully to national economic development.
'Tourism has become a major contributor to our GDP, creating countless job opportunities and supporting local communities across Malaysia,' he said during his speech at Sunway Resort Hotel here.
Shared culture: Dancers performing a traditional routine during the MATTA 50th Anniversary Gala Dinner.
Despite falling short of the original target, Khairul Firdaus said Malaysia welcomed over 38 million international visitors in 2024 – a notable 31.1% increase from the previous year.
Tourism receipts soared to a record RM106.8bil, surpassing pre-pandemic levels and reflecting a 43.7% increase from 2023.
Domestically, Khairul Firdaus said 193.3 million visits were recorded by September 2024, with RM77.8bil spent – a 27.2% year-on-year increase.
As the nation prepares for Visit Malaysia Year (VMY) 2026, Khairul Firdaus emphasised three strategic pillars which include sustainability, digitalisation and collaboration.
'The tourism industry is more than just an economic engine. It connects cultures, fosters understanding and showcases the beauty of Malaysia to the world,' he said.
MATTA President Nigel Wong echoed this spirit of progress, reflecting on the association's journey from inception to national prominence.
'MATTA was born over the simple idea to come together as an industry, to find strength in unity.
'Our story is one of resilience. Through economic shifts, global crises and challenging times, MATTA has remained steadfast.
'This milestone isn't just about the years. It's about people – the pioneers, the volunteers, the members who make MATTA what it is today.'
Looking to the future, Wong outlined MATTA's four guiding pillars: sustainability, youth empowerment, digitalisation and industry empowerment.
He revealed plans to revive the MATTA Academy as a centre of excellence, nurturing new leaders and recognising existing talent.
He also highlighted upcoming AI initiatives, including the MATTA Incident Response System (IRS), designed to support government efforts with real-time data and insights.
'VMY 2026 represents more than just a tourism campaign. It is a national mission to reintroduce Malaysia to the world, to create new stories, and to unlock new opportunities for all.
'We must protect what makes Malaysia truly special – our nature, our culture, our communities – through responsible and sustainable tourism practices,' he said.
The gala dinner also paid tribute to all of MATTA's past presidents, honouring their contributions to the association's legacy.
Bringing the celebration to life, the evening also featured a captivating display of Malaysia's rich cultural tapestry through traditional dances from across the nation.
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