KUALA LUMPUR: A record 94 travel and tour operators from Sabah are taking part in the three-day Matta Fair 2025 at Mitec Kuala Lumpur, which began on Friday.
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai said the turnout was more than double compared with the Matta Fair held in April this year.
He said Sabah is using the fair to introduce new family-friendly packages in Kudat and Tawau, alongside refreshed travel experiences, to attract domestic and international visitors ahead of Visit Malaysia 2026.
Joniston, who is also Sabah Tourism Board Chairman, added that Sabah’s strong presence reflects the collaboration between tour operators, hoteliers and community-based tourism players to showcase the state’s cultural and nature-based attractions.
He expressed confidence that the collective effort would strengthen Sabah’s appeal, encouraging more families to make the state their holiday destination in the run-up to the Visit Malaysia 2026 campaign.
