The 56th Matta Fair, held recently at the World Trade Centre Kuala Lumpur, marked a significant turning point for Malaysia’s tourism sector. Organised by the Malaysian Association of Tour and Travel Agents (MATTA), this year’s fair placed a strong focus on sustainable tourism, niche travel markets, and digital transformation, aligning the country’s tourism direction with global trends and growing traveller expectations.

Tourism operators, government agencies, and international buyers gathered for the three-day event, which introduced a number of major initiatives aimed at enhancing Malaysia’s appeal as a responsible and diverse travel destination.

MATTA President Nigel Wong, in his keynote address, stressed that the industry’s priorities must now go beyond increasing tourist numbers. “Tourism should drive economic development while also protecting the environment and uplifting local communities,” he said.

A major announcement at the fair was the launch of the revamped MATTA Eco-Sustainable Tourism Initiative (MESTI). The program promotes eco-friendly practices among tourism operators and aligns with the Global Sustainable Tourism Council (GSTC) standards.

Another highlight was the introduction of MATTA Connect, a digital business-to-business platform that brought together more than 130 international buyers and 150 sellers from around the world, fostering new business opportunities and partnerships.

In a bid to tap into the growing sports tourism market, the fair also introduced the Malaysia Pickleball Grand Slam, to be held in October 2025. A functioning pickleball court set up at the venue attracted interest from health-focused and event-based travellers.

States such as Sabah, Kedah, and Selangor had a strong presence at the fair. Sabah stood out with more than 50 booths showcasing eco-tourism experiences, cultural attractions, and wellness retreats. Kedah Menteri Besar Dato’ Seri Muhammad Sanusi Md Nor officiated the event, underlining government support for sustainable tourism initiatives.

The fair also highlighted Malaysia’s growing commitment to niche tourism segments such as wellness, heritage trails, and rural tourism. Visitors can expect to see more eco-certified accommodations, local community-led packages, and personalised travel experiences ahead of Visit Malaysia 2026.

Matta Fair 2025 received positive feedback from international travel agents and media representatives, who praised Malaysia’s proactive approach to tourism development. The event is seen as a major step in repositioning the country as a leader in responsible and meaningful travel in Southeast Asia.