Sabah Sells Over RM5 Million at MATTA Fair KL

8 April 2026

KOTA KINABALU: Sabah delivered a stellar performance at the recent MATTA Fair Kuala Lumpur April edition, generating total sales of RM5,098,153.74 across the three-day consumer event.

This success reaffirms the state's enduring appeal as a top domestic travel destination.

Sales built steadily throughout the fair, with Sabah-based sellers recording RM812,156.32 on the opening day of 3 April, rising to RM1,425,231.32 on the second day, and peaking at RM2,740,766.10 on the final day.

Minister of Tourism, Culture and Environment Datuk Jafry Ariffin hailed the robust sales as encouraging, noting that Sabah's ongoing participation in major travel fairs will boost bookings and visitor arrivals.

"The steady increase in sales reflects strong demand for Sabah travel experiences among domestic travellers," he said.

"Platforms like the MATTA Fair enable our industry players to connect directly with the market, and we will continue supporting greater participation from local agents to convert this interest into actual visits."

Compared to last year's RM4.5 million from 43 agents, this year's results—with 37 Sabah-based tour and travel agents across 100 booths—highlight the resilience of Sabah's domestic tourism market amid evolving trends and challenges.

The Sabah Tourism Board (STB) showcased diverse packages featuring culture, adventure, and nature, while promoting the Explore Sabah branding and the Kaamatan Festival—a month-long harvest celebration in May.

Agents were also urged to include community-based tourism experiences to foster sustainable development and deeper traveller engagement.

Sabah Tourism remains confident that this positive response will drive higher visitor numbers in the coming months.