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Kota Kinabalu: Sabah remains one of Malaysia’s most distinctive tourism destinations despite ongoing global uncertainties affecting the industry, said Tourism, Culture and Environment Minister Datuk Jafry Ariffin.

He said Sabah’s cultural diversity, natural landscapes and hospitality continue to offer a unique experience amid external challenges faced by destinations worldwide.

Jafry said events such as the Matta Fair Sabah play a key role in strengthening the State’s tourism ecosystem by providing a platform for industry players to connect, collaborate and promote travel offerings.

He said such initiatives are timely ahead of Visit Malaysia Year 2026 as they help stimulate travel demand and reinforce Sabah’s contribution to national tourism growth.

He also stressed the importance of sustainable and responsible tourism, while encouraging visitors to support local tourism and explore the State’s diverse attractions.