The Malaysian Association of Tour and Travel Agents (Matta) Sabah is collaborating with the Sabah Tourism Board (STB) to advance community-based initiatives to promote sustainable tourism.
Organising chairman Mohd Azlan Saleh Abd Salam said the partnership reflects a shared commitment to empowering local communities while ensuring the long-term sustainability of Sabah’s tourism sector.
“These efforts also align with the nation’s broader goal of strengthening Malaysia’s global tourism appeal in support of the Visit Malaysia campaign,” he said at a press conference at the Sabah International Convention Centre (SICC).
The Matta Fair Sabah will be held from April 17 to 19 at SICC, with 167 exhibition booths confirmed, surpassing the earlier projection of 150 despite the ongoing conflict in the Middle East, he said.
This includes 112 international booths showcasing outbound travel products and 55 domestic booths represented by local industry players.
“The encouraging response reflects strong industry confidence and growing demand across both international and domestic travel segments,” he said, adding that the fair is targeting sales of RM30 million.
The fair will also promote Explore Sabah 2027, with a focus on niche segments including Muslim-friendly travel.
It will also collaborate with Hospital Queen Elizabeth II to organise a blood donation drive, underscoring Matta’s commitment to the community.
The fair is placing greater emphasis on regional markets across Asia amid the ongoing conflict in the Middle East, he said.
“These markets remain accessible and resilient, and play a vital role in sustaining tourism growth.
“This approach enables the fair to respond proactively to the evolving travel landscape while continuing to drive industry recovery and expansion,” said Azlan.
The fair continues to receive strong support from sponsors and partners, including RHB Bank, Malaysia Aviation Group (MAG) and STB, he said.
Visitors have a chance to win lucky prizes by spending a minimum of RM100 at the fair, he said.
The fair also serves as a platform to connect industry players, create opportunities for local communities and SMEs, and support the overall growth of Sabah’s tourism industry, he added.
The event will be officiated by Tourism, Culture and Environment Minister Datuk Jafry Ariffin, underscoring its importance as a key platform for the state’s tourism industry.
