KUALA LUMPUR, 7 SEPTEMBER 2024 – The 55th edition of the MATTA Fair September 2024 was officially launched today at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur. This much-anticipated travel and tourism fair, from 6 – 8 September, has brought together the vibrant tourism industry under one roof, promoting and marketing a wide variety and choices of travel opportunities both domestically and internationally. With a total of 1,590 exhibition booths across eight halls in the whole venue, this fair has been officially recognized and awarded by the Malaysia Book of Records as the "Largest International Travel Fair" for the second time. The previous record was set with 1,416 boothsin 2023, underscoring MATTA Fair's continuous growth and MATTA’s important role in promoting tourism in the country and beyond.
MATTA Fair is pleased to announce Sabah and Sarawak as the featured destination under “Discover Borneo: Malaysia’s Favourite Destination." The captivating and great states of Sabah and Sarawak have united to bring the essence of Borneo to the MATTA Fair and the other states showcasing their unique attractions, cultural heritage, and exciting adventures.
The opening ceremony was graced by two esteemed guests, YB Datuk Christina Liew, Minister of Tourism, Culture, and Environment Sabah and YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry & Performing Arts Sarawak, further reinforcing the significance of Borneo as a key destination.
Below are highlights from their speeches:
Speech Highlights from YB Datuk Christina Liew, Minister of Tourism, Culture, and Environment Sabah:
“I am delighted to be here today at the official opening of MATTA Fair September 2024. This September, we are proud to showcase Borneo as Malaysia's favourite destination, represented by the captivating states of Sabah and Sarawak. The Sabah Tourism Board is happy to lead this effort, alongside 33 travel agents and hotels, our local artisans, and industry partners, with a strong presence of 60 booths under the Sabah Zone,” said YB Datuk Christina Liew.
She continued to emphasize the significance of the MATTA Fair as a pivotal platform for promoting tourism and the concerted efforts of Sabah to offer visitors authentic experiences that capture the heart and soul of the state. YB Datuk highlighted that, “During this MATTA Fair, visitors to the Sabah booths can enjoy special promotions, including travel rebates of up to RM150 in a single receipt when they purchase any Sabah tour package. These incentives are designed to make it easier for travelers to plan their next adventure to Sabah and experience all that we have to offer.”
She also commended the collaboration between Sabah and Sarawak, stating, “By working together, we can enhance the visibility of our unique offerings and attract more visitors to our shores.”
Speech Highlights from YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry & Performing Arts Sarawak.
The Minister’s speech further amplified the spirit of collaboration between Sabah and Sarawak. “Today, I stand before you with immense pride and excitement as we unite with our esteemed partner from Sabah Tourism Board to present Borneo as Malaysia’s Favourite Destination. This collaboration is more than just a strategic effort—it is a celebration of Borneo’s rich cultural heritage, its awe-inspiring landscapes, and its unrivaled biodiversity,” said YB Datuk Sri Haji Abdul Karim Rahman Hamzah.
He highlighted Sarawak’s efforts to boost tourism through innovative campaigns and emphasized Sarawak’s recent achievements, such as the inscription of the Niah Caves as a UNESCO World Heritage Site and the state's upcoming launch of its own airline to improve connectivity and accessibility.
The Minister invited visitors to engage with the 'Gateway to Borneo' experiences at the fair and to explore Sarawak’s diverse offerings of beautiful environment and landscape, diverse cultural performances, food and exciting adventures’ experiences.
Speech Highlights from Nigel Wong, President of MATTA
“We are very fortunate to be in one of the best industries in the world – tourism. It is an industry where we get to accentuate the positive, transcending cultural, racial, religious, and political boundaries. Every day, we celebrate the richness, excitement, and diversity of life. The MATTA Fair is more than just an exhibition; it is an immersive experience into the world of travel and tourism, and it took every one of us here in this room to make it happen,” said Nigel Wong.
“As times change rapidly, so too must we (the industry). To ensure our tourism industry remains competitive, robust, and sustainable, we must focus on the bigger picture and nurture long-term strategies that will help us reclaim our position as a global tourism powerhouse,” he added.
“Recently, MATTA signed a virtual Memorandum of Understanding (MoU) with the Global Sustainable Tourism Council (GSTC). Through this partnership, we aim to encourage our members to adopt the GSTC Criteria and pursue accreditation certification to support sustainable tourism practices,” Nigel Wong concluded.
Highlighting International Destinations and Key Partners
International destinations are equally promoted by many International Tourism Organizations and travel operators, adding global flair and new destinations and experiences to the fair. With 15 International Tourism Organizations participating— including Taiwan as the "International Favourite Destination," along with Japan, Turkey, South Korea, among others—visitors can explore exciting international travel options and discover exclusive deals.
Acknowledging Sponsors and Partners
MATTA Fair September 2024 is also honored to collaborate with esteemed partners who have played a crucial role in enhancing the fair’s offerings:
Discover Borneo: Sabah & Sarawak - Malaysia’s Favourite Destination
Taiwan - International Favourite Destination
Malaysia Aviation Group - Official Airline Partner & Premier Sponsor
RHB Bank - Exclusive Platinum Sponsor
Amadeus - Official Travel Tech Partner
AmLeisure Media - Media Partner
Malaysia International Trade & Exhibition Centre (MITEC) - Strategic Partner
MATTA Fair as a Pillar of Malaysia's Tourism Industry
The MATTA Fair has always played a vital role in supporting Malaysia's tourism industry, serving as a platform that connects travelers, industry players, and other stakeholders. As we continue to innovate and adapt to new market demands, we remain committed to the growth and development of the MATTA Fair as a very important platform in the tourism industry in the country and in the international market.
With a strong turnout and participation, we are confident that this MATTA Fair will inspire more Malaysians and international visitors to explore new destinations, embark on memorable adventures, and foster a deeper appreciation of the world’s cultural and natural treasures through travel and tourism.
Conclusion
As the 55th MATTA Fair September 2024 opens its doors to thousands of visitors, we look forward to a weekend filled with exploration, discovery, and excitement. We encourage everyone to take advantage of the exclusive offers, engage with our partners, and experience the richness of what Borneo and the many other exhibitors have to offer.