Kudat and Tawau destinations further promoted during MATTA Fair 2025

6 September 2025

KUALA LUMPUR: A record 94 travel and tour operators from Sabah are taking part in the three-day MATTA Fair 2025, which began on Friday (5 September) at MITEC Kuala Lumpur.

Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai, said the number of participants was more than double that recorded at the MATTA Fair in April this year.

“The record participation is a testament to Sabah's thriving tourism industry,” said Joniston, who is also Chairman of the Sabah Tourism Board (STB), at the opening of the MATTA Fair Sabah Pavilion.

Also 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 the Visit Malaysia Year 2026 Secretariat, Mohd Amirul Rizal Abdul Rahim.

The fair sees Sabah introducing new family-friendly holiday packages in Kudat and Tawau, alongside refreshed travel experiences designed to attract more domestic and international visitors in the lead-up to Visit Malaysia 2026.

Highlighting that MATTA has recognised Sabah as Malaysia's favourite destination at this year’s fair, Joniston said the state is taking the opportunity to enhance its offerings and showcase its diverse attractions to travellers seeking unique and meaningful experiences.

“MATTA Fair continues to be a key platform for us, and this year we are shifting our focus to value-added products, particularly family-oriented packages, cultural showcases, and nature-based adventures,” he said.

Joniston noted that Sabah has seen growing interest from travellers seeking immersive holidays, and this year’s promotions are tailored to that demand, featuring exclusive deals on family itineraries, community-based tourism experiences, and outdoor adventures.

Sabah’s presence at the fair reflects a collaborative effort between the STB, tour operators, hoteliers, and community-based tourism players to deliver a more diverse and engaging experience for visitors.

“This collective effort, from the larger industry players to rural tourism operators, reflects our shared commitment to keeping Sabah top of mind for travellers,” Joniston said.

He expressed confidence that Sabah’s refreshed offerings and collaborative approach would further strengthen its tourism appeal in the run-up to Visit Malaysia 2026, encouraging more families to choose Sabah as their next holiday destination.

“This is the right time to capture travellers’ attention and inspire them to make Sabah part of their holiday plans,” he added.