KUALA LUMPUR, 11 AUGUST 2025 – The Malaysian Association of Tour & Travel Agents (MATTA) is pleased to announce that Sabah is Malaysia’s Favourite Destination for the 57th MATTA Fair September 2025. The MATTA Fair is scheduled from 5-7 September at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur.
The biannual largest international travel fair returns and is pulling out all the stops through a record breaking 2,040 booths, building on the success of its previous Fair with 1,754 booths. With exhibitors from National Tourism Organisations and State Tourism Organisations, the Fair promises a broader scale of travel packages from various airlines, hotels and licensed tour and travel agents that can satisfy visitors’ thirst for travel.
Sabah continues to enchant travellers with its breathtaking natural beauty, cultural richness and friendly people. The state remains a firm favourite among both domestic and international visitors. At the 56th edition of the MATTA Fair held in April 2025, Sabah recorded an impressive RM4.5 million in sales, marking a 46% increase compared to the same period last year.
“Sabah’s rise as a top travel destination reflects the growing demand for authentic, immersive, and responsible tourism,” said Nigel Wong, President of MATTA. Its success is not just about sales figures, but about how Sabah has embraced sustainable and community-based tourism, giving visitors meaningful experiences while uplifting local communities. We are proud to recognise Sabah as Malaysia’s Favourite Destination at the MATTA Fair this September,” he added.
This recognition aligns with the MATTA Eco & Sustainable Tourism Initiative (MESTI) which champions cultural preservation, community empowerment, and environmental sustainability. Sabah’s participation will feature travel offerings aligned with responsible and sustainable tourism, allowing visitors to explore with purpose while contributing to the preservation of local heritage and traditions.
In celebration of its recognition, the Sabah Tourism Board will feature an inspiring lineup of cultural showcases and immersive displays. Collaborating with Sabah based travel agents and operators, the board will promote curated travel experiences that reflect the state’s unique identity.
“We are honoured that Sabah has once again been recognised as Malaysia’s Favourite Destination at the MATTA Fair,” said Julinus Jeffery Jimit, Chief Executive Officer of the Sabah Tourism Board.
“This recognition reflects the strong support from our industry partners and travellers who continue to choose Sabah for its rich biodiversity, cultural heritage, and meaningful eco-tourism experiences. We invite everyone to visit the Sabah Pavilion in Domestic Hall at Level 1, where you can enjoy exclusive travel deals, receive cash vouchers when you book your next visit or your first-time visit to Sabah, and explore immersive cultural and community-based tourism through our VR 360° showcase. Visitors can also take part in fun activities to win special travel packages and Sabah-themed merchandise, along with the announcement of exciting new travel packages. Come and discover what makes Sabah naturally inspiring and beyond ordinary,” he added.
To ensure a smooth visitor experience, MATTA Fair offers free admission and is open from 10 am to 9 pm from Friday to Sunday. Visitors are encouraged to take advantage of the complimentary shuttle services from KL Sentral and Sunway Putra Mall to MITEC. For those driving, parking facilities are available at the South Entrance basement in MITEC, MITI basement, and MATRADE open parking.
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