MATTA Fair launches, focus on sustainability, sports tourism
KUALA LUMPUR: The Malaysian Association of Tour and Travel Agents (MATTA) has launched its 56th National MATTA Fair, highlighting initiatives to boost domestic and international travel, sports tourism, and sustainability.
MATTA President Nigel Wong emphasised their commitment as a strategic partner for Visit Malaysia 2026, focusing on developing Malaysia’s tourism ecosystem.
“Tourism is a fundamental driver of Malaysia’s economic growth and strengthens local communities,” Wong said, adding that the association is exploring niche markets like sports and ecotourism to elevate Malaysia’s global profile.
In a significant move towards sustainability, MATTA introduced the MATTA Eco-Sustainable Tourism Initiative (MESTI), focusing on wildlife and marine conservation and cultural preservation.
This initiative will guide MATTA’s activities and aims to align with global sustainability standards, providing members with the tools and knowledge to implement responsible practices.
Wong highlighted MATTA’s role in promoting sports tourism, featuring two dedicated pickleball courts at the fair.
“Pickleball is a fast-growing sport that connects people globally. We see this as an opportunity to position Malaysia as a premier sports tourism destination,” he said.
Kedah has been spotlighted as Malaysia’s favourite destination at the upcoming MATTA Fair 2025, which Kedah Mentri Besar Datuk Seri Muhammad Sanusi Md Nor believes will reshape perceptions of the northern state as a thriving hub for tourism.
Sanusi said Kedah’s rich blend of culture, history, and natural beauty makes it an ideal location for travellers seeking meaningful experiences.
“What we need are stories that haven’t reached the public, like Sungai Batu in Merbok, an ancient archaeological site recognised as one of the oldest in Southeast Asia,” he said.
Kedah’s presence at the MATTA Fair features 70 booths, including 22 major exhibitors, as part of a joint effort with MATTA to drive tourism through collaboration and innovation.
The state also launched a new brand identity for Naturally Langkawi, centred on Nature, Culture, and Experience, to reflect its unique geological heritage as a UNESCO Global Geopark.
Sanusi stressed that while Langkawi remains a key draw, the Kedah mainland offers its own charms—from scenic paddy landscapes and agro-tourism to historical trails and cultural heritage.
He also noted that, despite being a popular transit point to Thailand, many travellers bypass Kedah altogether.
To change that, the state is preparing for Visit Kedah Year 2025, themed ‘Experience Kedah’, to attract more Malaysians to discover the state’s hidden gems.
“Come and experience Kedah for yourself—a place where stories come alive,” Sanusi said.
The MATTA Fair, running from Friday (April 18) to Sunday (April 20), at MITEC, features a record 1,754 booths across eight halls, surpassing the 1,590 booths from September 2024.
This edition aims to attract over 210,000 visitors and generate RM270mil in sales, exceeding the previous fair’s 190,000 visitors and RM250mil in sales.
Visitors to this 56th edition can expect several new features, including two dedicated pickleball courts at Level 1, a move to promote sports tourism within the country.
To ensure a smooth experience, MATTA Fair offers free entry and runs from 10am to 9pm, Friday to Sunday.
Complimentary shuttle services are available from KL Sentral and Sunway Putra Mall to MITEC. Visitors driving can park at MITEC South Entrance Basement, MITI Basement, or the MATRADE Open Car Park.
Source : https://www.thestar.com.my/news/nation/2025/04/19/matta-fair-launches-focus-on-sustainability-sports-tourism
