Kuala Lumpur: The 56th Matta Fair opened Sunday in Kuala Lumpur with a strong emphasis on sustainable tourism and the development of niche markets.
Malaysian Association of Tour and Travel Agents (Matta) President Nigel Wong, in his welcoming address, highlighted the organisation’s commitment to bolstering both inbound and outbound tourism while prioritising environmental responsibility.
The event, officially launched by Kedah Menteri Besar Dato’ Seri Muhammad Sanusi Md Nor, showcased Matta’s strategic partnerships, including its role as a strategic partner for Visit Malaysia 2026.
Nigel emphasised that Matta’s vision extends beyond simply increasing tourist numbers; it aims to contribute significantly to Malaysia’s economic growth and empower local communities.
This year’s fair features several key initiatives: Matta Malaysia Pickleball Grand Slam: A first-of-its-kind event scheduled for October 2025, showcasing Malaysia’s potential in sports tourism. A pickleball court is even set up at the fair itself. Matta Eco-Sustainable Tourism Initiative (MESTI): A rebranded sustainable tourism initiative aligning with Global Sustainable Tourism Council (GSTC) standards, promoting environmentally responsible practices within the travel industry. A dedicated sustainability pavilion at the fair highlights this commitment. Matta Connect: A new B2B networking platform successfully connecting over 100 international and 50 domestic sellers with more than 130 buyers from over 25 countries.
Nigel concluded by emphasising Matta’s dedication to fostering meaningful connections between businesses, destinations, travellers, and communities, positioning Malaysia for continued success in the tourism sector.
Meanwhile, organising committee chairman Datuk Tan Kok Liang said Sabah’s tourism sector is making a significant impact at Matta Fair 2025, boasting a record number of booths.
Tan announced Sabah’s impressive presence: 58 booths dedicated to Sabah-based tour operators, complemented by six additional booths from the Sabah Tourism Board.
He said, “This secured Sabah’s position as the third most popular domestic destination in Malaysia, after Kedah and Selangor.”
Tan highlighted the significance of this participation, stating that the sheer scale underscores Sabah’s thriving tourism industry and its confidence in attracting both domestic and international visitors.
“The 58 booths showcased the diversity of Sabah’s tourism offerings, from pristine beaches and lush rainforests to its rich cultural heritage and diverse wildlife. Visitors at the April 18-20 event will enjoy enticing packages and special promotions designed to capitalise on the growing domestic travel market.”
Tan stressed that the fair served as a valuable platform for Sabah’s tourism stakeholders to connect with potential customers and showcase the unique experiences the state offers.
The presence of the Sabah Tourism Board played a key role in promoting tourism initiatives and providing comprehensive information to visitors, assisting them in planning their Sabah adventures.
The success at Matta Fair 2025 reinforces Sabah’s commitment to sustainable tourism and its potential for continued growth.
The strong showing bodes well for the future, promising increased visitor numbers in the years to come.