Visitor Numbers Surge 50% at Matta Fair Sabah Despite Dip in International Sales

29 May 2026

KOTA KINABALU: Visitor numbers at the Malaysian Association of Tour and Travel Agents (Matta) Fair Sabah rose by 50 per cent, although overall international sales fell amid geopolitical uncertainties.

Matta Sabah chairman Mohd Azlan Saleh Abd Salam said the fair attracted 37,499 visitors from 17 to 19 April 2026, compared with just over 25,000 the previous year.

“However, there was a slight decline in sales,” he said during the Matta Fair Sabah April 2026 prize-giving ceremony at the Sabah International Convention Centre.

Azlan said international sales dropped by 11 per cent, from RM27 million in 2025 to about RM23 million this year, a fall he partly attributed to geopolitical tensions, rising oil prices and public hesitation to travel by air. Purchases of Umrah packages also decreased, he added.

By contrast, domestic tourism packages saw encouraging growth, rising about 11 per cent from RM800,000 to RM1.1 million, driven largely by strong participation from community-based tourism (CoBT) operators and Sabah Tourism Board (STB) booths. Demand remained particularly strong among travellers from Sabah, Sarawak and Peninsular Malaysia.

“When we opened CoBT booths, many travel agents took part and helped stimulate the economy for community-based tourism products,” he said.

Azlan expressed optimism about regional tourism within Asia despite West Asian conflicts that have affected air travel.

“In my view, travel within Asia remains stable. The only issue is higher ticket prices due to increased fuel costs,” he said.

He estimated Asian market tourism demand could grow by three to seven per cent in the second half of the year.

Matta Sabah is also focusing on the BIMP-EAGA region, Brunei, Indonesia, Malaysia and the Philippines, as part of its forward strategy.

The organisation plans business-to-business tourism initiatives during a cultural festival in Tawau this August involving BIMP-EAGA countries.

On direct international connectivity, Azlan welcomed government efforts to explore resuming direct flights between Japan and Sabah.

“Japan is an excellent market. China, South Korea and Japan all contribute significantly to our tourism economy,” he said.

He noted earlier plans to attract direct flights from Saudi Arabia and India were delayed by geopolitical developments and said Matta Sabah will continue urging government support for more direct international routes to revive the sector.

Azlan revealed Matta Sabah is tentatively planning another fair in October due to strong demand.

The next edition will continue promoting Visit Sabah Year 2027 and may incorporate stronger sustainable tourism and Sustainable Development Goals (SDG) elements into its packages.

The April edition featured 178 booths; organisers are targeting up to 200 booths for October.

The fair offered 22 lucky-draw prizes. The top prize, a trip to Tokyo, was won by Mah Poa Fiong; the second prize, a trip to Paris, went to Thien Chain Ping. Ian Roderick Bing Xian Saudin won a 3D/2N stay at Borneo Rainforest Lodge in Danum Valley. Prize sponsors included MAG, Royal Brunei Airlines, R’nie Beauty Care, Tabin Wildlife Holidays, Borneo Nature Tours and individual donors.