Joniston (middle) with Surrendren (right), Nigel (left), Tan (third left), Julinus (fourth right) and Amirul (third right) at the opening of the Sabah Pavilion, MATTA Fair 2025.
KUALA LUMPUR: A record 94 travel and tour operators from Sabah are participating in the three-day MATTA Fair 2025, which began yesterday at MITEC Kuala Lumpur.
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai said the number of Sabah participants had more than doubled compared to the MATTA Fair held in April this year.
“The record participation is a testimony of Sabah’s thriving tourism industry,” said Joniston, who is also Sabah Tourism Board (STB) Chairman, when opening the Sabah Pavilion at the fair.
He was joined by Tourism, Arts and Culture Ministry Deputy Secretary-General Surrendren Sathasivam, MATTA President Nigel Wong, STB Deputy Chairman Datuk Tan Kok Liang, STB Chief Executive Officer Julinus Jimit and Tourism Malaysia Senior Director and Head of Visit Malaysia Year 2026 Secretariat Mohd Amirul Rizal Abdul Rahim.
At the fair, Sabah introduced new family-friendly holiday packages in Kudat and Tawau, alongside refreshed travel experiences designed to attract more domestic and international visitors ahead of Visit Malaysia 2026.
Highlighting that MATTA has recognised Sabah as Malaysia’s favourite destination, Joniston said the state was using this platform to strengthen its appeal by refreshing its offerings and showcasing its diverse attractions to travellers seeking unique and meaningful experiences.
“MATTA Fair continues to be a key platform for us, and this year we’re shifting our focus to value-added products, especially family-oriented packages, cultural showcases, and nature-based adventures,” he said.
He noted a growing demand for immersive holidays and said this year’s promotions are tailored to that trend, offering exclusive deals on family itineraries, community-based tourism and outdoor activities.
Sabah’s strong presence at the fair represents a collaborative effort between STB, tour operators, hoteliers and rural tourism players to deliver a more diverse and engaging experience for visitors.
“This collective effort from everyone in the industry, from the big players to our rural tourism operators, reflects our shared commitment to keeping Sabah top of mind for travellers,” said Joniston.
Confident that Sabah’s refreshed offerings and collaborative approach will enhance its tourism appeal, Joniston said the timing was ideal to capture travellers’ interest ahead of Visit Malaysia 2026.
“This is the right time to capture travellers’ attention and inspire them to make Sabah part of their holiday plans,” he added.
