KUALA LUMPUR, 22 April 2025: The 56th edition of the Malaysian Association of Tour & Travel Agents’ National MATTA Fair, held from 18 to 20 April 2025 at the Malaysia International Trade and Exhibition Centre (MITEC) Kuala Lumpur, delivered impressive performance data for the three-day travel show.
The MATTA Fair is recognised as the country’s largest International Travel Fair. The April edition drew over 210,000 visitors and generated a projected MYR270 million in sales, outperforming the previous fair, which had 190,000 visitors and MYR250 million in sales.
Encompassing over 37,000 sqm of exhibition space across eight halls, the MATTA Fair featured 1755 booths from 327 participating member organisations. The count surpassed the 1,590 booths recorded in the 55th edition in September 2024.
The breakdown included 204 tour and travel agencies, 10 National Tourism Offices, 11 State Tourism Offices, 58 participating Hotels and resorts, 11 theme parks, three airlines, and 31 other travel-related services.
Recognised as the largest consumer travel fair in Southeast Asia, the April edition attracted over 210,000 visitors. It generated a projected MYR270 million in sales, outperforming the previous fair (September 2024), which had 190,000 visitors and MYR250 million in sales.
Even the sponsor count for the 56th edition of the MATTA Fair reflected the show’s scope and reach. It is probably the largest consumer travel show in Southeast Asia.
Sponsors list
1. Experience Kedah – Malaysia’s Favourite Destination
2. Macao – International Favourite Destination
3. RHB Bank Berhad – Exclusive Platinum Sponsor
4. Malaysia Aviation Group – Official Airline Partner & Premier Sponsor
5. High Commission of India – Sponsor
6. AmLeisure Media – Media Partner
7. Visit Malaysia 2026 – Strategic Partner
Additionally, MATTA continued to advocate for sustainability. Through its rebranded sustainable initiative, the MATTA Eco & Sustainable Tourism Initiative (MESTI), and its sustainable criteria, exhibitors participated in the MATTA Fair Booths Excellence Award 2025, judged on their contribution to a greener travel experience.
Award categories winners
BEST NATIONAL TOURISM ORGANISATION (NTO) BOOTH AWARD – MACAO GOVERNMENT TOURISM OFFICE (received by Sammie Tam, Senior Marketing Executive, MGTO)
BEST STATE TOURISM ORGANISATION (STO) BOOTH AWARD – TOURISM SELANGOR (received by Puan Khuzaimah Jamaluddin, Promotion Manager at Tourism Selangor)
BEST TRAVEL AGENT BOOTH AWARD – STELLAR ECO VENTURE SDN BHD (received by Wendy Lai Wen Yin from Stellar Eco Venture Sdn Bhd)
BEST SUSTAINABLE BOOTH AWARD – ICE HOLIDAYS SDN BHD (received by Mr Mita Lim, Managing Director of ICE Holidays Sdn Bhd)
B2B sales on the sidelines
MATTA also staged the inaugural international B2B event, MATTA Connect, on 17 April 2025 at MITEC, a day before the National MATTA Fair opened. The event allowed international sellers from many different countries to connect with local Malaysian travel agents as buyers to explore new international destinations and establish new business partnerships.
Pickleball in the Spotlight
In addition the MATTA Fair ventured into sports tourism, by introducing interactive Pickleball Court to coincide with the promotion of Malaysia’s first-ever international pickleball competition, the MATTA Malaysia Pickleball Grand Slam 2025.
For more information on the show, visit MATTA Fair KL on Facebook.
