MATTA Fair Sabah launched with expanded participation

Borneo Post

10-05-2025

Liew (fourth left) and Nigel (fourth right) with guests at the launch of MATTA Fair Sabah at SICC on Saturday.
KOTA KINABALU (May 10): The Malaysian Association of Tour and Travel Agents (MATTA), in collaboration with its state chapter, officially launched the 2025 MATTA Fair Sabah at the Sabah International Convention Centre (SICC) on Saturday.
The event was officiated by the Minister of Tourism, Culture and Environment, Datuk Seri Panglima Christina Liew.
The three-day event, held from May 9 to 11, showcased strong cooperation between travel agencies, state tourism organisations, airlines and tour operators.
'This year, we are proud to see that the MATTA Fair Sabah has grown larger, with an increased number of booths and more participating companies. These are clear indicators of growing confidence and enthusiasm among tourism stakeholders.
'This expanded participation not only enhances the fair's appeal but also offers valuable opportunities for local travel agencies and tourism players to promote their products and services,' Liew said in her speech.
She also noted that Sabah continues to innovate in its tourism promotion efforts. For example, at the recent MATTA Fair in Kuala Lumpur, the 'Top 5 Mountains in Sabah' campaign was launched to further position the state as an adventure tourism hub in Southeast Asia.
'Peaks such as Mount Kinabalu, Mount Trus Madi and Mount Tambuyukon are among the highlights of this campaign, and we look forward to welcoming more climbers and trekkers in the months ahead.
'Hosting the MATTA Fair in Sabah significantly strengthens the state's position as a top destination for both Malaysians and international tourists. Despite the challenges brought about by the global pandemic in recent years, Sabah's tourism industry has shown tremendous resilience and has made a strong recovery,' she added.
At the Kuala Lumpur MATTA Fair, Liew revealed that Sabah recorded RM4.5 million in sales, a notable increase from RM3 million in September 2024.
She believes this growth clearly reflects the strong demand and increasing appeal of Sabah's Culture, Adventure and Nature (CAN) tourism products. Among the most popular packages were island hopping tours and visits to the Mari Mari Cultural Village.
However, she stressed that the ministry's focus is not solely on boosting sales figures.
'Our efforts are about nurturing partnerships, building stronger networks, and most importantly, creating meaningful and memorable experiences for all who visit Sabah.
'Through continuous collaboration and innovation, we are confident that Sabah's tourism industry will continue to thrive, contributing to both our economy and our reputation as one of Asia's top destinations,' she concluded.
A total of 143 booths representing 51 organisations participated in MATTA Fair Sabah. These included 31 licensed tour and travel agencies, three state tourism offices, two airlines, and five hotels and resorts.
According to MATTA President Nigel Wong, MATTA Fair Sabah is projected to generate RM26 million in sales, an increase from the RM21 million recorded during the previous fair.
'Sabah's reputation as a world-class tourism destination is well established, and MATTA is proud to be a committed partner in growing inbound travel to the state. Our focus remains on expanding the tourism footprint across Sabah.
'Through this fair, MATTA supports not only outbound travel but also plays a strategic role in connecting inbound-ready tour operators with the domestic market and beyond, ensuring that tourism spending remains within the country and benefits local businesses and communities,' he said.
Meanwhile, Managing Director of Fun Holiday Tours and Travel Sdn Bhd, Connie Chong, said that this year's fair saw a somewhat lower turnout compared to last year, despite extensive promotions by the organisers.
'On the first day, Friday, there weren't many visitors, and most of those who did come were just browsing.
The second day was slightly better, but overall, the crowd was still smaller than last year.
'In terms of pricing, most participants offered generous discounts and promotional rates for popular destinations among Sabahans, such as Japan, China, and Central Asian countries like Uzbekistan and Kazakhstan.
'For families, the school holidays remain the peak period for bookings. Most of the bookings made during this fair were for travel during the year-end school holidays,' she said.
Chong also noted that travel costs have not changed significantly compared to previous years due to the wide range of options now available on the market. Additionally, Sabah's travellers are becoming increasingly knowledgeable about geography, health and safety, making travel planning smoother.