Sabah reaffirms its position as “Malaysia’s Favourite Destination” with overwhelming interest from visitors at the Matta Fair Kuala Lumpur, the largest travel consumer fair, held from 5 to 7 September 2025.
The participation of 40 tour and accommodation operators from Sabah resulted in a positive, record-breaking RM 5.1 million in sales. This marks a 14.2% increase compared to the debut in April 2025 and a 46.8% rise compared to the same period last year, in September 2024.
The biannual event shows that Sabah took up 94 booths at MITEC Hall, Kuala Lumpur.
Sabah’s lead delegation was represented by YB Datuk Joniston Bangkuai, the Assistant Minister of Tourism, Culture, and Environment of Sabah, and Chairman of the Sabah Tourism Board (STB).
At the event, Joniston launched three new holiday packages – Family Holiday Packages, Kudat Holiday Packages, and Tawau Holiday Packages. The launch was attended by key figures including Surrendren Sathasivam, Deputy Secretary General of the Ministry of Tourism, Arts and Culture; Nigel Wong, MATTA President; Datuk Tan Kok Liang, Organising Chairman of MATTA Fair and STB Deputy Chairman; Julinus Jeffery Jimit, STB Chief Executive Officer; and Mohd Amirul Rizal Abdul Rahim, Senior Director of Tourism Malaysia and Head of the Visit Malaysia Year 2026 Secretariat.
“We are pleased with the overwhelming response to Sabah’s participation at the MATTA Fair Kuala Lumpur. The event is a testament to Sabah’s enduring appeal and growing interest for Sabah’s diverse travel offerings. With the launch of new packages, we are excited to offer visitors even more opportunities to explore the state’s natural beauty, rich culture, and vibrant heritage,” said Julinus Jeffery Jimit, CEO of Sabah Tourism Board.
Purchasing the new packages allowed visitors to redeem special cash rebates and STB limited-edition merchandise, subject to terms and conditions. The packages are also available for booking through the newly launched Sabah Tourism Board marketplace at HelloSabah.com.
“Sabah Tourism Board is also proud to reaffirm our commitment to sustainable tourism through our participation in the MATTA Eco & Sustainable Tourism Initiative (MESTI) Pavilion. At the booth, we showcased Sabah’s diverse attractions and initiatives, highlighting our continued dedication to nature conservation, heritage preservation, and sustainable tourism practices. These efforts are vital to ensuring that future generations can continue to experience the beauty and cultural richness of Sabah while maintaining a responsible approach to tourism,” he added.
Activities at the Sabah Pavilion included traditional games, dance challenge, and a Virtual Reality (VR) experience. Throughout the fair, the Sabah Tourism Board entertained visitors with vibrant cultural performances by the Era Budaya dance troupe. Renowned Sabahan singer Dabra Sia also performed her hit songs, inviting visitors to join her in dance. Was also announced in the fair is the upcoming Flamewave Music Festival, a premier event set to take place in Kota Kinabalu from October 25th to 26th, 2025 organised by Olumis Consulting and Technology Sdn Bhd.
Sabah’s iconic attractions, including Kundasang, Semporna and Kota Kinabalu, remain the favourites. The state continues to be a top destination for travellers seeking extraordinary natural beauty, rich cultural diversity, and unforgettable experiences. Visitors are encouraged to continue to explore, experience, and enjoy Sabah not only as a destination, but as an experience of a lifetime.