Daily Express Subscriber
Sign in to your account.

Kota Kinabalu: The Malaysian Association of Tour and Travel Agents (Matta) Fair is expected to return in October with a stronger focus on tourism recovery, sustainable travel, and the Visit Sabah Year 2027 campaign.

Matta Fair Chairman Mohd Azlan Salleh Abdul Salam said preparations are underway following the encouraging turnout recorded during the previous fair, despite softer sales performance amid ongoing global uncertainties.

“We will hold another Matta Fair in October because the demand is still there and many people are waiting for better travel conditions,” he said during a press conference after the Matta Fair Sabah April 2026 Contest Prize-Giving Ceremony here.

Azlan said the exact dates for the October fair have yet to be finalised due to venue scheduling, but an announcement will be made once arrangements are confirmed.

He added that the upcoming edition will continue supporting the Visit Sabah Year 2027 campaign while introducing stronger sustainable tourism elements aligned with Sustainable Development Goals (SDGs).

According to him, tourism packages featured at the fair are expected to incorporate more environmentally sustainable components as part of the industry’s long-term direction.

Azlan also revealed that visitor numbers during the recent Matta Fair increased significantly, rising by almost 50 per cent from about 27,000 previously to 37,499 visitors.

However, he noted that overall sales declined as travellers remained cautious about overseas travel due to geopolitical tensions and ongoing global conflicts.

“People are still worried about travelling to certain destinations because of the geopolitical situation and ongoing wars,” he said.

Despite this, Azlan said participation from tourism industry players remained strong, with 178 booths taking part in the April edition. Organisers are now targeting up to 200 booths for the October event.

On international tourism, Azlan welcomed government plans to consider restoring direct flights between Japan and Sabah, saying the Japanese market has historically contributed significantly to the state’s tourism sector.

“Japan, China and Korea are important markets for Sabah. Direct flights would help boost tourism and support many stakeholders in the industry,” he said.

He also disclosed that previous efforts to establish direct flights from Saudi Arabia and India to Sabah had been postponed due to geopolitical challenges.

Meanwhile, Azlan said Sabah’s tourism industry is strengthening regional cooperation through the BIMP-EAGA tourism market involving Brunei, Indonesia, Malaysia and the Philippines.

He said tourism players remain optimistic that regional collaborations and improving global conditions will further revive the sector in the coming months.

Azlan also highlighted operational concerns faced by tourism operators, particularly island-based businesses that depend heavily on fuel for transportation and logistics.

Although Sabah has yet to experience major fuel-related issues, he said tourism operators remain cautious about rising operational costs that could affect the industry moving forward.