Sabah generated total sales of RM5,098,153.74 at the recent Malaysian Association of Tour and Travel Agents (Matta) Fair in Kuala Lumpur, reflecting strong demand among domestic travellers.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the strong sales performance would encourage Sabah’s continued participation in major travel fairs to boost visitor arrivals.
“The Matta Fair allows our industry players to connect directly with the market, and we will continue to support greater participation from local agencies,” he said.
He noted that last year Sabah recorded RM4.5 million in sales from 43 participating agencies.
This year’s improved performance demonstrates the resilience of Sabah’s domestic tourism market amid global challenges.
The recent fair saw the Sabah Tourism Board (STB) joined by 37 Sabah-based tour and travel agencies operating across 100 booths, showcasing the state’s diverse attractions, including culture, adventure, and nature.
STB also highlighted the Explore Sabah destination branding, focusing on the Kaamatan Festival as a key cultural attraction and inviting visitors to experience the month-long harvest celebration taking place across the state in May.
Sabah Tourism remains optimistic that the positive market response at the Matta Fair in Kuala Lumpur from April 4 to 6 will translate into increased visitor arrivals in the coming months.
