Sabah Tourism Shines at MATTA Fair 2025, Surpassing RM5 Million in Sales

13 September 2025

KUALA LUMPUR: Sabah has once again reaffirmed its position as Malaysia’s Favourite Destination following an overwhelming response at the MATTA Fair Kuala Lumpur, the nation’s largest travel consumer fair, held last weekend.

The participation of 40 tour and accommodation operators from Sabah generated record-breaking sales amounting to RM5.1 million. This represents a 14.2% increase compared to its debut in April 2025, and an impressive 46.8% rise compared to September 2024.

The biannual event saw Sabah occupying 94 booths at MITEC Hall, Kuala Lumpur.

Leading the Sabah delegation was Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture and Environment of Sabah, and Chairman of the Sabah Tourism Board (STB).

During the fair, Joniston launched three new holiday packages; Family Holiday Packages, Kudat Holiday Packages, and Tawau Holiday Packages. The launch was witnessed by several distinguished guests, including 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 delighted with the overwhelming response to Sabah’s participation at the MATTA Fair Kuala Lumpur. The event reflects Sabah’s enduring appeal and the growing demand for our diverse travel offerings. With the introduction of new packages, we are excited to provide visitors with even more opportunities to experience the state’s natural beauty, rich culture and vibrant heritage,” said STB CEO Julinus Jeffery Jimit.

Visitors who purchased the new packages enjoyed special cash rebates and exclusive STB limited-edition merchandise, subject to terms and conditions. These packages are also available for booking via the newly launched Sabah Tourism Board marketplace at HelloSabah.com.

Julinus added, “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 our booth, we highlighted Sabah’s diverse attractions and initiatives, underscoring our dedication to nature conservation, heritage preservation and responsible tourism practices. These efforts are essential to ensuring that future generations can continue to enjoy Sabah’s beauty and cultural richness.”

The Sabah Pavilion attracted visitors with a variety of engaging activities, including traditional games, a dance challenge and an immersive Virtual Reality (VR) experience.

Cultural performances by the Era Budaya dance troupe brought vibrant energy to the fair, while popular Sabahan singer Dabra Sia captivated audiences with her hit songs, encouraging visitors to join her in dance.

The upcoming Flamewave Music Festival was also announced at the fair. This premier event, organised by Olumis Consulting and Technology Sdn Bhd, will take place in Kota Kinabalu from 25 to 26 October 2025.

Sabah’s iconic destinations — including Kundasang, Semporna and Kota Kinabalu, continue to be firm favourites among travellers. The state remains a top choice for those seeking extraordinary landscapes, cultural diversity and unforgettable experiences.

Visitors are invited to discover Sabah , not just as a destination, but as a truly once-in-a-lifetime experience.