Malaysia’s tourism sector demonstrated continued resilience at the 59th MATTA Fair held from September 4 to 6 at the Malaysia International Trade and Exhibition Centre (Mitec) in Kuala Lumpur. Organised by the Malaysian Association of Tour and Travel Agents (MATTA), the three-day event drew approximately 180,000 visitors and was projected to generate around RM220 million in sales, reflecting strong domestic and international travel demand despite ongoing geopolitical tensions and other challenges.
MATTA president Nigel Wong highlighted the adaptability of the tourism industry, emphasising how it has adjusted to shifting travel patterns and consumer preferences. “Tourism has proven to be an extremely resilient, adaptive and flexible industry,” Wong said during the fair’s opening ceremony. The event featured 2,054 booths representing travel agencies, airlines, hotels, tourism authorities, theme parks, and various tourism-related businesses.
Early responses from exhibitors indicated robust visitor turnout and promising sales, with buses to the event running at full capacity and exhibition halls crowded throughout the fair. A key trend noted at the event was increased interest in domestic travel, with the local travel hall reportedly the busiest section. Wong noted that domestic tourism has become a critical segment for the fair, typically generating between RM50 million and RM60 million in sales. He remarked that this year’s strong involvement signified a growing preference among Malaysians to explore local destinations, marking a potential shift towards greater domestic holiday planning.
To further promote local tourism, MATTA joined forces with Tourism Malaysia for the “Explore and Win” campaign, which offers visitors who purchase domestic holiday packages the chance to win prizes such as motorcycles, holiday packages, and gadgets. The initiative aligns with the extended Visit Malaysia 2026 campaign, which has been prolonged until the end of 2027 to provide the tourism sector with additional time to market Malaysia’s attractions and expand outreach to key markets.
Outbound travel also remained a focal point at the fair, with interest particularly strong in destinations within the region. The international halls on Level 3 showcased 16 countries and regions, including China, Japan, South Korea, Indonesia, India, Taiwan, Phuket in Thailand, and Uzbekistan. Wong expressed optimism that the introduction of new airline routes would further stimulate demand for international travel.
Wong emphasized that sustained growth in Malaysia’s tourism industry relies on collaborative efforts involving government agencies, tourism bodies, travel operators, airlines, and destination partners. “It takes a whole-of-industry, whole-of-government approach to make tourism work, especially for Malaysia,” he said.
In support of improved visitor experience, a three-year memorandum of understanding was signed between MATTA and Mara Liner Sdn Bhd to enhance ground transportation reliability. The partnership focuses on fleet maintenance, driver competency, and digital fleet management for MATTA members. Mara Liner provided 12 shuttle buses and a medic van at the fair to assist attendees.
The MATTA Fair concluded on September 6, operating daily from 10 a.m. to 9 p.m., with free shuttle services available from KL Sentral and Sunway Putra Mall to the venue.