A record 94 travel and tour operators from Sabah are taking part in the MATTA Fair 2025 at MITEC Kuala Lumpur, more than double the number from April’s edition.
Assistant Minister of Tourism, Culture and Environment Datuk Joniston Bangkuai, who is also Chairman of Sabah Tourism Board (STB), said the strong turnout shows the strength of Sabah’s tourism industry.
“This is a great sign that the industry is bouncing back. We’re introducing fresh packages and experiences that appeal to families and those looking for meaningful holidays,” he said at the opening of the Sabah Pavilion.
Sabah is promoting family-friendly trips to Kudat and Tawau, community-based tourism, and nature adventures, in line with the upcoming Visit Malaysia 2026 campaign.
Joniston said Sabah was named Malaysia’s favourite destination at the fair, adding that collaboration across tour operators, hoteliers, and rural players is key to keeping the state top of mind for travellers.
“This is the right time to inspire people to choose Sabah as their next holiday destination,” he added.
