Kota Kinabalu: The 25th edition of Matta Fair Sabah was officially launched at Sabah International Convention Centre (SICC), Saturday, marking a pivotal moment in the revival and growth of Sabah’s tourism sector.
The three-day fair from May 9, organised by the Malaysian Association of Tour and Travel Agents (Matta) Headquarters in collaboration with its Sabah chapter, was officiated by State Tourism, Culture and Environment Minister Datuk Seri Christina Liew.
Christina emphasised the importance of the fair as a vital component of Sabah’s ongoing efforts to promote its unique offerings to global travellers.
“Sabah is a land of unparalleled natural beauty and our rich culture, diverse ecosystems and adventure tourism opportunities continue to attract travellers from around the world. This fair is an important milestone in showcasing this and reaffirming our commitment to becoming a leading tourism hub,” she said.
She said Sabah recorded RM4.5 million in sales during the recent National Matta Fair (April 18-20) in Kuala Lumpur, up from RM3 million in 2024.
According to data from the Sabah Tourism Board (STB), the State recorded 923,709 tourist arrivals between January and March, with an 18.9pc increase compared to the same period in 2024. This included 366,727 international and 556,982 domestic visitors. Tourism receipts during the same period reached RM2.13 billion, up 17.7pc year-on-year.
The top three international source markets were China (154,319 arrivals), South Korea (57,995 arrivals) and Brunei (45,469 arrivals).
“This growth reflects strong demand and appeal for Sabah’s Culture, Adventure and Nature (CAN) tourism products, including island hopping, wildlife tours and cultural experiences at places such as the Mari Mari Cultural Village,” she added.
She said the increased sales reflected a broader global interest in Sabah’s tourism offerings, reinforcing the State’s growing appeal as a must-visit destination in Asia.
“Our industry has not only recovered but has flourished. The demand for adventure, nature and cultural experiences in Sabah has increased dramatically. This growth affirms Sabah’s place on the global tourism map. The State Government launched the ‘Top 5 Mountains in Sabah’ campaign at the recent Matta fair at KL, a targeted effort to promote the State’s world-class peaks, including Mount Kinabalu, Mount Trus Madi and Mount Tambuyukon.
Meanwhile, Organising Chairman Rocky Kho said this year’s fair brings more exclusive travel deals.
“The fair aligns with Malaysia’s Visit Malaysia 2026 (VM2026) campaign, enhancing Sabah’s visibility as a key tourism destination and reinforcing Matta Fair’s role as a platform for promoting travel,” he said.
Rocky said the Matta Eco & Sustainable Tourism Initiative (Mesti) continues to focus on sustainable, inclusive travel, wildlife and marine conservation and cultural preservation.
“The fair is curated to deliver a consumer-focused experience, offering trusted travel agents, exclusive packages and on-ground promotions — making travel planning easy and inspiring,” he added.
The fair’s success was a testament to the region’s resilience and its ability to adapt to changing global trends, ensuring that Sabah remained a sought-after destination for nature lovers, adventure enthusiasts and cultural explorers from across the globe.
“The journey of discovery and adventure begins right here at Matta Fair Sabah 2025,” Christina said as she officially declared the fair open.
