Sabah continues to strengthen its position as one of Malaysia’s leading tourism destinations, said Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
“Sabah continues to stand out as one of Malaysia’s most unique and attractive destinations, offering rich cultural diversity, natural landscapes and the hospitality of its people,” he said.
He said this when officiating the three-day Malaysian Association of Tour and Travel Agents (Matta) Fair Sabah 2026, held from April 17 to 19 at the Sabah International Convention Centre (SICC).
He said the fair plays an important role in strengthening the tourism ecosystem by providing a platform for travel agents, tour operators, airlines, hoteliers and related stakeholders to connect, collaborate and promote their products.
Despite global challenges affecting the tourism industry, he commended Sabah’s tourism players for their resilience, adaptability and commitment to innovation.
Looking ahead to Visit Malaysia 2026, he described the fair as timely in stimulating travel demand and reinforcing Sabah’s position as a contributor to national tourism growth.
Jafry also stressed the need for sustainable tourism development, urging stakeholders to preserve the state’s environment, protect cultural heritage and support local communities through rural and community-based tourism.
He encouraged visitors to take advantage of travel packages offered at the fair and to continue supporting domestic tourism.
Jafry expressed appreciation to the Matta Sabah chapter for organising the annual fair and for its efforts in promoting tourism development in the state.
He also thanked industry players, strategic partners and stakeholders for their support in ensuring the event’s success.
