KUALA LUMPUR, 19 APRIL 2025 – The Malaysian Association of Tour and Travel Agents (MATTA) officially launched the 56th Edition of the National MATTA Fair at the Malaysia International Travel and Exhibition Centre (MITEC) in Kuala Lumpur. The launch focused on strategic initiatives centred on domestic, inbound and international travel growth, sports tourism, and MATTA’s transition towards a more sustainable future.
Running from 18-20 April 2025, this edition of the MATTA Fair features a new record of 1,754 booths spread across eight halls in three levels at MITEC, surpassing the 1,590 booths recorded in the 55th edition in September 2024, where MATTA Fair was proudly recognised as the Largest International Travel Fair. This MATTA Fair, April edition envisions to draw over 210,000 visitors, generating a projected RM270 million in sales, outperforming the previous Fair of 190,000 visitors and RM250 million in sales.
The Opening Ceremony was graced by the Menteri Besar Kedah, YAB Dato’ Seri Haji Muhammad Sanusi, who emphasised on the beauty of Kedah and the state’s rising stance as a tourism destination. “Kedah is experiencing increasing interest as a tourism destination, highlighted by distinct attractions such as Langkawi, Ulu Muda, and the historical Lembah Bujang, attracting both domestic and international visitors. By promoting agro-tourism and heritage-driven experiences, Kedah aims to establish itself as a diverse tourism destination. The state government is dedicated to expanding strategic partnerships with related tourism stakeholders to enhance tourism offerings and boost economic impact,” he said.
He had also officiated the launch of the new logo design for Naturally Langkawi, which features a refreshed brand identity and an enhanced brand narrative focusing on three main pillars – Nature, Culture, and Experience for this jewel island of Kedah. The Naturally Langkawi brand narrative is inspired by the story of a land formed over 550 million years ago, highlighting the unique geology of Langkawi and its recognition as a UNESCO Global Geopark. Also present at the event was the Chief Executive Officer of the Langkawi Development Authority (LADA), YBhg. Dato’ Haslina binti Abdul Hamid.
“Today, we’re excited to share something new. A fresh step forward for Langkawi as a world-class destination. A Bold New Chapter. We’re introducing the refreshed look and feel of our beloved brand – Naturally Langkawi – now with a design that feels bolder, more vibrant, more welcoming, but still proudly Langkawi at heart. The Naturally Langkawi brand narrative is built into the story of a land 550-million years in the making, considering Langkawi’s unique geological make up and the fact that it is recognised as a UNESCO Global Geopark,” YAB Dato’ Seri added.
Echoing to the points by the Menteri Besar of Kedah, Nigel Wong, President of MATTA expressed the Association’s affirmation to its commitment in promoting domestic and inbound travels. He said “Our goal, as an Association as a Strategic Partner to Visit Malaysia 2026 (VM2026), MATTA is dedicated to promoting both domestic and inbound tourism. We aim to bring Malaysia along with its many unique attractions to the global stage. MATTA is a firm believer that tourism serves as a fundamental pillar for Malaysia’s economic growth and the empowerment of local communities in the country.”
MATTA, in line with its transition to sustainability has launched the MATTA Eco-Sustainable Tourism Initiative (MESTI). Developed as a structured pathway to a cleaner, kinder, and more conscious way of exploring Malaysia, MESTI is grounded by three core pillars — wildlife conservation, marine conservation, and cultural and historic preservation — this initiative empowers the travel industry and travellers alike to protect what makes Malaysia truly unique. MESTI will be implemented throughout all MATTA-led programs and events, starting with this very Fair.
As a proud member of the Global Sustainable Tourism Council (GSTC), MATTA is aligning its efforts with internationally recognised sustainability standards. Through MESTI, MATTA will roll out dedicated awareness, training, and capacity-building programmes for its members, enabling them to embrace and implement responsible tourism practices across their businesses.
“We have a duty, as an association to lead by example and encourage our members to adopt sustainable practices. Through this membership, we are taking active steps to align with global standards and provide our members with the tools and knowledge needed to implement real, measurable change. MESTI represents our shared responsibility to protect Malaysia’s natural and cultural treasures — not just for tourism, but for future generations,” Wong added.
As part of MATTA’s mission to further promote sports tourism, this MATTA Fair features 2 dedicated pickleball courts at Level 1, Hall 4. “Pickleball is a fast-growing sport that resonates across multiple age groups globally, uniting people from all walks of life. MATTA recognises this opportunity to promote and spotlight Malaysia as a sports tourism destination, and create inclusive travel and holiday experiences,” said Wong.
These strategic initiatives reflect MATTA’s strong efforts in growing Malaysia’s tourism industry to be a more sustainable, innovative, and inclusive manner, anchored by incorporating evolving travel trends, future forward solutions and global sustainability objectives.
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Experience Kedah - Malaysia’s Favourite Destination
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Macao - International Favourite Destination
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RHB Bank - Exclusive Platinum Sponsor
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Malaysia Aviation Group - Official Airline Partner & Premier Sponsor
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High Commission of India - Sponsor
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AmLeisure Media - Media Partner
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Visit Malaysia 2026 - Strategic Partner
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 Car Park.