KUALA LUMPUR, 21 April 2025: The 56th edition of the Malaysian Association of Tour and Travel Agents (MATTA) National MATTA Fair held at the Malaysia International Travel and Exhibition Centre (MITEC) in Kuala Lumpur broke all previous records with 1,754 exhibitor booths.
Credited with being Malaysia’s largest and most influential travel show, the MATTA Fair focused on domestic, inbound, and international travel growth and sports tourism under the banner of MATTA’s commitment to a more sustainable future.
Running from 18 to 20 April 2025, the MATTA Fair featured a new record of 1,754 booths spread across eight halls on three levels at MITEC, surpassing the 1,590 booths recorded in the 55th edition in September 2024. The MATTA Fair is recognised as the country’s largest International Travel Fair, with the April edition drawing over 210,000 visitors and generating a projected MYR270 million in sales, outperforming the previous fair of 190,000 visitors and MYR250 million in sales.
The opening ceremony was graced by the Menteri Besar Kedah, YAB Dato Seri Haji Muhammad Sanusi, who emphasised the beauty of Kedah and the state’s rising stance as a tourism destination.
“Kedah is experiencing increasing interest as a tourism destination, highlighted by distinct attractions such as Langkawi, Ulu Muda, and the historical Lembah Bujang, attracting both domestic and international visitors. By promoting agro-tourism and heritage-driven experiences, Kedah aims to establish itself as a diverse tourism destination. The state government is dedicated to expanding strategic partnerships with related tourism stakeholders to enhance tourism offerings and boost economic impact,” he said.
He also officiated at the launch of the new logo design for Naturally Langkawi, which features a refreshed identity and an enhanced brand narrative focusing on three main pillars — “Nature, Culture, and Experience for this jewel island of Kedah”. The Naturally Langkawi brand narrative is inspired by the story of a land formed over 550 million years ago, highlighting the unique geology of Langkawi and its recognition as a UNESCO Global Geopark. Also present at the event was the Chief Executive Officer of the Langkawi Development Authority (LADA), YBhg Dato Haslina binti Abdul Hamid.
“Today, we’re excited to share something new. A fresh step forward for Langkawi as a world-class destination. A Bold New Chapter. We’re introducing the refreshed look and feel of our beloved brand – Naturally Langkawi – now with a design that feels bolder, more vibrant, and more welcoming but still proudly Langkawi at heart. The Naturally Langkawi brand narrative is built into the story of land 550 million years in the making, considering Langkawi’s unique geological make-up and the fact that it is recognised as a UNESCO Global Geopark,” YAB Dato’ Seri added.
MATTA president Nigel Wong expressed the association’s commitment in promoting domestic and inbound travel.
“Our goal, as an association and a strategic partner for Visit Malaysia 2026 (VM2026), is to promote domestic and inbound tourism. We aim to bring Malaysia, along with its many unique attractions, to the global stage. MATTA firmly believes that tourism is a fundamental pillar for Malaysia’s economic growth and the empowerment of local communities.”
In line with its transition to sustainability, the association launched the MATTA Eco-Sustainable Tourism Initiative (MESTI). Developed as a structured pathway to a cleaner, kinder, and more conscious way of exploring Malaysia, MESTI is grounded by three core pillars — wildlife conservation, marine conservation, and cultural and historic preservation — this initiative empowers the travel industry and travellers alike to protect what makes Malaysia truly unique. MESTI will be implemented throughout all MATTA-led programs and events, starting with this fair.
As a Global Sustainable Tourism Council (GSTC) member, MATTA is aligning its efforts with internationally recognised sustainability standards. Through MESTI, MATTA will roll out dedicated awareness, training, and capacity-building programmes for its members, enabling them to embrace and implement responsible tourism practices across their businesses.
“We have a duty, as an association, to lead by example and encourage our members to adopt sustainable practices. Through this membership, we are taking active steps to align with global standards and provide our members with the tools and knowledge to implement real, measurable change. MESTI represents our shared responsibility to protect Malaysia’s natural and cultural treasures — not just for tourism, but for future generations,” Wong added.
As part of MATTA’s mission to promote sports tourism further, this MATTA Fair featured two dedicated pickleball courts at Level 1, Hall 4.
“Pickleball is a fast-growing sport that resonates across multiple age groups globally, uniting people from all walks of life. MATTA recognises this opportunity to promote and spotlight Malaysia as a sports tourism destination, and create inclusive travel and holiday experiences,” said Wong.
“These strategic initiatives reflect MATTA’s strong efforts to grow Malaysia’s tourism industry in a more sustainable, innovative, and inclusive manner, anchored by incorporating evolving travel trends, future-forward solutions, and global sustainability objectives.”
MATTA Fair, 18-20 April 2025, sponsors
1. Experience Kedah – Malaysia’s Favourite Destination
2. Macao – International Favourite Destination
3. RHB Bank – 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
