Kota Kinabalu: The Malaysian Association of Tour and Travel Agents (Matta) Fair Sabah 2026 is expected to attract about 30,000 visitors and generate RM30 million in sales over three days from April 17 to 19 at the Sabah International Convention Centre.
Its Sabah Chapter Chairman Mohd Azlan Saleh Abd Salam said this would surpass last year’s performance, which recorded more than 25,000 visitors and RM27 million in sales.
The targeted increase in sales is based on the rise in exhibition booths to 150 and wider participation from travel industry players nationwide, offering attractive travel deals, special packages and exclusive rates on tours, flights and hospitality, while promoting Sabah’s position as a key contributor to Malaysia’s tourism growth, he said.
“Sabah’s natural landscapes, cultural heritage and community-based tourism products continue to draw both domestic and international travellers,” said Azlan, who is the organising chairman, at a press conference at the Matta Sabah secretariat in Luyang.
He said Matta Sabah remains focused on supporting inbound and domestic tourism as key contributors to Malaysia’s economic growth.
In conjunction with Visit Malaysia 2026, where Matta serves as a strategic partner, he said the fair aims to create greater exposure and opportunities for members while positioning Sabah prominently on the global tourism map.
“The event also supports preparations for Visit Sabah 2027, including the promotion of niche segments such as Muslim-friendly travel,” he said.
Booth take-up has been encouraging, with several organisations securing multiple booths, including national tourism agencies and major travel companies, he added.
The fair will also serve as a platform for local entrepreneurs to gain exposure and expand market access.
Azlan said the tourism industry continues to recover following the pandemic, although challenges remain, including regulatory requirements such as the recently announced RM250,000 bank guarantee affecting travel operators.
“Matta Sabah is engaging with the relevant authorities and hopes for constructive solutions that support industry sustainability,” he said.
He added that visitors who spend a minimum of RM100 at the fair will be eligible for the buyers’ contest, offering prizes to encourage spending and participation.
Malaysian Aviation Group joins as the official alliance partner, providing travel promotions and destination deals, while RHB Bank returns as the official bank partner with payment solutions, instalment plans and travel-related financial products.
Also present were Matta Sabah Deputy Chairman Alex Chong, Organising Secretary Esther Kongi and RHB Sabah regional director Stephen Chin.
