Kuala Lumpur: Sabah reaffirmed its position as “Malaysia’s Favourite Destination” with overwhelming interest from visitors at the Matta Fair Kuala Lumpur, the largest travel consumer fair, held last weekend.
The participation of 40 tour and accommodation operators from Sabah resulted in a record RM5.1 million sales.
This was a 14.2pc increase compared to the debut in April 2025 and a 46.8pc rise compared to the same period last year.
Sabah took up 94 booths at Mitec Hall.
Sabah’s iconic attractions, including Kundasang, Semporna and Kota Kinabalu, remain the favourites.
The state continues to be a top destination for travellers seeking extraordinary natural beauty, rich cultural diversity, and unforgettable experiences. Visitors are encouraged to continue to explore, experience, and enjoy Sabah — not only as a destination, but as an experience of a lifetime.
The Sabah delegation was represented by Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture, and Environment of Sabah and Chairman of Sabah Tourism Board (STB).
Joniston launched three new holiday packages – Family Holiday Packages, Kudat Holiday Packages and Tawau Holiday Packages.
It was attended by Surrendren Sathasivam, Deputy Secretary General of the Ministry of Tourism, Arts and Culture; Nigel Wong Matta President; Datuk Tan Kok Liang STB Deputy Chairman; Julinus Jeffery Jimit, STB Chief Executive Officer; and Mohd Amirul Rizal Abdul Rahim, Senior Director of Tourism Malaysia and Head of the Visit Malaysia Year 2026 Secretariat.
“We are pleased with the overwhelming response. It is a testament to Sabah’s enduring appeal and growing interest for Sabah’s diverse travel offerings,” said Julinus.
Purchasing the new packages allowed visitors to redeem special cash rebates and STB limited-edition merchandise, subject to terms and conditions. The packages are also available for booking through the newly launched Sabah Tourism Board marketplace at HelloSabah.com.
“Sabah Tourism Board is also proud to reaffirm our commitment to sustainable tourism through our participation in the Matta Eco & Sustainable Tourism Initiative (MESTI) Pavilion.
“At the booth, we showcased Sabah’s diverse attractions and initiatives, highlighting our continued dedication to nature conservation, heritage preservation, and sustainable tourism practices.
“These efforts are vital to ensuring that future generations can continue to experience the beauty and cultural richness of Sabah while maintaining a responsible approach to tourism,” he added.
Activities at the Sabah Pavilion included traditional games, dance challenge, and a Virtual Reality (VR) experience.
Visitors witnessed vibrant cultural performances by the Era Budaya dance troupe. Renowned Sabah singer Dabra Sia also performed her hit songs.
Announced was the Flamewave Music Festival, a premier event in Kota Kinabalu from Oct. 25 to 26.
