Kota Kinabalu: Sabah aims to make inroads into sports tourism as the state steps up efforts ahead of Visit Malaysia 2026.
“Sports tourism is going to be an exciting focus area for Sabah. We plan to organize an International Pickleball Competition and invite overseas and professional players and showcase what the state has to offer,” said Sabah Matta Chairman Mohd Azlan Saleh.
Speaking to reporters after the association’s annual dinner, Mohd Azlan the association hopes more pickleball activities will be held in Sabah, following the sport’s growing popularity in Sarawak.
Mohd Azlan said Matta will also organise two Matta Fairs in 2026 which will be held in April and October, as part of a wider effort to position Sabah as a preferred travel destination.
Sabah Association of Tour and Travel Agents (Matta) is also planning to hold its “Bazaar Matta” which will showcase tourism products and holiday packages promoted by travel agents and tour operators from focus destinations in the state.
“The travel fair, will be held to promote Sabah tourism product and holiday packages in major shopping malls, particularly in Kuala Lumpur and the Klang Valley.
On international markets, Mohd Azlan said the association is exploring the possibility of attracting Russian travellers to Sabah following a proposal by Federal Tourism Minister Tiong King Sing.
“The Minister encouraged us to look at the Russian market. And Langkawi is already popular island among Russian visitors, and we believe they can be encouraged to travel to Sabah,” he added.
For domestic tourism, Mohd Azlan noted Matta will enhance collaboration with Sabah Tourism Board (STB) on plans to promote community-based destinations in Kota Belud, Inanam, Manggatal, Keningau, Beaufort, and Membakut.
He said travel agents will “adopt” selected locations under a new campaign to promote new attractions in the state.
“There are so many exciting destinations next year, including Semporna’s breathtakingly beautiful islands and dive sites, Kudat’s Tip of Borneo, Padas white water rafting routes, and interior attractions such as Tenom,” he said.
“The reopening of Kudat’s iconic Tanjung Simpang Mengayau (Tip of Borneo) is a “timely development” ahead of Visit Malaysia Year 2026,” he added
Mohd Azlan said Sabah’s flagship conservation sites — Danum Valley and Maliau Basin — which received recognition from the Global Sustainable Tourism Council (GTSC) this year, will remain central to Matta’s promotional agenda.
He said Matta is considering organising its first fun run in Sabah which will include corporate social responsibility initiatives.
“Aside from promoting Sabah and an active lifestyle, we want to incorporate sustainability elements, just like our previous beach clean-up activities in Tanjung Lipat,” he said.
Among those who attended the function was Sabah Matta Chairman, Lawrence Chin.
