Celebrating Sabah's Tourism Products at the MATTA Fair

Liew, commemorating her visit at one of the booth

10 May 2025

KOTA KINABALU: The Malaysian Association of Tour and Travel Agents (MATTA) Fair 2025 is a vibrant celebration of the diversity and unique beauty of Sabah.

Minister of Tourism Culture and Environment Datuk Christina Liew said positioning the MATTA Fair in Sabah firmly establishes the state as a prime destination for both Malaysian and international tourists.

Speaking when launching the event today at the Sabah International Convention Centre (SICC), she said over the past few years, despite the challenges posed by the global pandemic, Sabah’s tourism industry has demonstrated remarkable resilience and has rebounded strongly.

 The Minister visiting the participating booths

According to her, in the recently concluded MATTA Fair, held from April 18-20, 2025, in Kuala Lumpur, Sabah achieved an impressive RM4.5 million in sales, a significant increase from the RM3 million recorded in September 2024.

"This growth underscores the strong demand for our Culture, Adventure, and Nature (CAN) tourism products, with island hopping packages and visits to the Mari Mari Cultural Village among the bestsellers," she said.

She said this year's MATTA Fair in Sabah has grown even larger, featuring an increased number of booths and more exhibiting companies.

"This expansion is a clear reflection of the rising confidence and enthusiasm among tourism stakeholders. The increased participation not only enhances the fair’s appeal but also presents valuable opportunities for local travel agencies and tourism players to showcase their unique products and services."

She said their initiatives extend far beyond boosting sales figures; they focus on nurturing partnerships, building stronger networks, and creating meaningful, memorable experiences for all who visit Sabah.

"Through continuous collaboration and innovation, we are confident that Sabah’s tourism industry will continue to flourish, contributing significantly to our economy and reinforcing our reputation as one of Asia’s top destinations."

The fair is has 140 booths with 51 participating organisations including 31 tour and travel agencies three local state Tourism office, two airlines as well as five hotels and resorts.

The Fair will end on May 11.