MATTA fair beats all records

KUALA LUMPUR, 9 September 2024: The 55^th edition of the MATTA Fair, hosted at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur, from 6 to 8 September, fielded 1,590 exhibition booths across eight halls and gained recognition in the Malaysia Book of Records as the “Largest International Travel Fair” for the second time in the show’s history. 

The previous record was set with 1,416 booths in 2023, underscoring MATTA Fair’s continuous growth and MATTA’s important role in promoting tourism in the country and beyond.

Discover Borneo campaign 

MATTA Fair designated Sabah and Sarawak as the featured destinations under the campaign “Discover Borneo: Malaysia’s Favourite Destination.”  Sabah and Sarawak united to present the essence of Borneo to MATTA Fair attendees in a single voice. The sense of cooperation was evident in the opening ceremony, graced by the attendance of 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. 

Speech Highlights: YB Datuk Christina Liew, Minister of Tourism, Culture, and Environment Sabah:

“I am delighted to be at MATTA Fair in September 2024 to proudly 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.” 

Speech Highlights: YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry & Performing Arts 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 unrivalled biodiversity,” said YB Datuk Sri Haji Abdul Karim Rahman Hamzah.

He highlighted Sarawak’s efforts to boost tourism through innovative campaigns and emphasised 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 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 adventure experiences.

Welcome from MATTA president Nigel Wong

“We are very fortunate to be in one of the best industries in the world – tourism. It is an industry where we accentuate the positive, transcending cultural, racial, religious, and political boundaries. Every day, we celebrate life’s richness, excitement, and diversity. 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.”  

“As times change rapidly, so 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”.

Acknowledging Sponsors and Partners

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.