KOTA KINABALU: Sabah made history at this year’s Matta Fair with 94 travel and tour operators taking part, more than double the number in April’s event.
The impressive turnout at the three-day tourism showcase at MITEC Kuala Lumpur reflects the Land Below the Wind’s booming tourism sector as it gears up for the Visit Malaysia 2026 campaign.
State Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai hailed the record participation as proof of Sabah’s thriving tourism industry during the opening of the State’s dedicated pavilion on Friday.
“This remarkable response from our tourism operators shows just how confident the industry is about Sabah’s potential,” said the Sabah Tourism Board Chairman.
The fair has seen Sabah roll out exciting new family-friendly packages in Kudat and Tawau, alongside refreshed travel experiences designed to attract both local and international holidaymakers.
With Matta recognising Sabah as Malaysia’s favourite destination, the State is seizing the moment to showcase its incredible diversity to travellers hungry for unique adventures.
“We are focusing on value-added products this year, family packages, cultural experiences and nature-based adventures that give visitors something truly special,” Joniston said.
The surge in interest comes as more travellers seek immersive holiday experiences, with Sabah’s latest promotions featuring exclusive family deals, community-based tourism and thrilling outdoor activities.
This year’s strong showing represents a united effort between the Sabah Tourism Board, tour operators, hotels and grassroots tourism players all working together to deliver unforgettable visitor experiences.
“From major industry players to our village-based operators, everyone is pulling together to keep Sabah at the top of travellers’ wish lists,” Joniston said.
The timing could not be better as Malaysia prepares for the Visit Malaysia 2026 campaign, with Sabah perfectly positioned to capture families’ attention and inspire their next holiday choice.
“This is the right time to capture travellers’ attention and inspire them to make Sabah part of their holiday plans,” he said.
Present were Deputy Secretary-General of the Ministry of Tourism, Arts and Culture, Surrendren Sathasivam, Matta President Nigel Wong, STB Deputy Chairman Datuk Tan Kok Liang, STB Chief Executive Officer Julinus Jimit and Tourism Malaysia Senior Director and Head of Visit Malaysia Year 2026 Secretariat Mohd Amirul Rizal Abdul Rahim.
