Kota Kinabalu: Sabah continues to stand out as one of the country’s most unique and attractive destinations, said State Tourism, Culture and Environment Minister Jafry Ariffin.
He said in today’s global landscape, where the industry faces various external challenges, Sabah’s rich cultural diversity, breathtaking natural landscapes and warm hospitality offer an experience unlike any other.
He noted that events such as the Matta Fair Sabah play a crucial role in strengthening the State’s tourism ecosystem, particularly at a time when destinations worldwide are competing for travellers.
“It provides an important platform for industry players to connect, collaborate and promote a wide range of travel offerings.
“Despite global uncertainties, it is encouraging to see the resilience and adaptability of Sabah’s tourism players, who continue to innovate and move forward with confidence.
“As we look ahead to the Visit Malaysia Year 2026, initiatives like Matta Fair Sabah are both timely and strategic.
“It not only stimulates travel demand but also strengthens Sabah’s position as a key contributor to the nation’s tourism growth,” he said at the opening ceremony of the three-day Matta Fair Sabah, Saturday, at the Sabah International Convention Centre.
Jafry stressed that sustainable and responsible tourism must remain a priority in line with global trends.
“As we welcome more visitors, it is our shared responsibility to preserve our natural environment, protect our cultural heritage and uplift our local communities, particularly through rural and community-based tourism initiatives,” he said.
He encouraged visitors to explore the many travel options available in Sabah and to continue supporting local tourism by discovering the State’s beauty, diversity and authenticity.
Also present were Assistant Minister to the Chief Minister and Sabah Tourism Board (STB) Chairman Datuk Joniston Bangkuai, the Ministry’s Permanent Secretary Datuk Josie Lai, Matta President Nigel Wong and Organising Chairman Matta Sabah Chapter Mohd Azlan Saleh Mohd Salam.
