Kota Kinabalu: The aspiring candidates for the forthcoming 51st Malaysian Association of Tour and Travel Agents (MATTA) AGM launched its bold and transformative Elevate initiative, a five-pillar strategic roadmap aimed at guiding the travel industry through global uncertainties, raising governance standards, and unlocking inclusive growth — with a strong focus on uplifting women-led enterprises.
Confronted with lingering post-pandemic market shifts, rising geopolitical tensions, and rapid digital transformation, the association is moving to replace what it calls the “vulnerable status quo” with a professionally managed, transparent, and member-focused ecosystem.
Advertisement
.gif)
In his address on Tuesday, MATTA presidential aspirant Datuk Kl Tan outlined the five pillars that will form the foundation of the association’s long-term success:
Integrity – Establishing strict ethical governance through a formal Executive Council code of conduct, open financial reporting, and robust oversight mechanisms to safeguard association assets and eliminate mismanagement.
Competence – Delivering tangible results via strong advocacy at the government level, deploying industry-expert task forces, and implementing strategies to diversify markets and reduce business risks.
Equitable Support – Ending inner-circle favouritism through nationwide town halls, dedicated digital portals, and a direct feedback channel, ensuring fair access to resources and opportunities for all chapters and members.
Sustainable Growth & Modern Tools – Bridging the digital divide by providing subsidised access to AI systems, booking technologies, and digital marketing solutions, while expanding global reach through high-value B2B networking and trade platforms.
Inclusive Growth for Women-Led Businesses – Creating dedicated pathways for women entrepreneurs through specialised training, targeted business-matching, and the Women in Tourism Connect programme to help them scale operations and boost revenue.
“Elevate is not just a slogan — it is a profitability engine,” Tan emphasised adding “By combining ethical governance, collective bargaining power, and modern technology, we will lower operational costs, open new revenue streams, and equip members to thrive even in an unpredictable global environment.”
He added that members can expect transparent leadership, faster problem resolution, access to premium networks, and measurable wins from industry advocacy.
For women in the sector, he said the initiative provides structured support to turn potential into sustainable business success.
“We pledge to Elevate MATTA with integrity, competence, and inclusivity — protecting member value, delivering real growth, ensuring fair support, embracing innovation, and empowering women-led enterprises to thrive,” Tan stated.
Stressing the importance of leadership, he noted: “Stewardship during times of change is a privilege, not a right. MATTA must stand as a shield against disruption and a gateway to new opportunities.”
The team behind the initiative said these reforms will position MATTA as a globally respected association, ensuring every member — from small local agencies to large operators — benefits fully from the industry’s recovery and future prosperity.
