The Malaysian Association of Tour and Travel Agents (MATTA) has officially launched the 56th edition of the National MATTA Fair at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur. The event underscores MATTA’s strategic focus on advancing domestic, inbound, and international travel, while introducing new initiatives in sustainability and sports tourism.
Held from 18–20 April 2025, the latest edition of MATTA Fair marks a new milestone with a record-breaking 1,754 booths spanning eight halls across three levels—surpassing the 1,590 booths recorded during the previous edition in September 2024. Organisers anticipate over 210,000 visitors, with projected sales reaching RM270 million, exceeding previous records of 190,000 visitors and RM250 million in sales.
The Opening Ceremony was officiated by YAB Dato’ Seri Haji Muhammad Sanusi, Menteri Besar of Kedah, who highlighted the state’s rising prominence as a tourism destination. He emphasised Kedah’s commitment to developing agro-tourism and heritage-based offerings, leveraging destinations such as Langkawi, Ulu Muda, and Lembah Bujang to attract both domestic and international visitors. The Menteri Besar also unveiled the newly refreshed Naturally Langkawi brand identity, anchored on the pillars of Nature, Culture, and Experience, reinforcing Langkawi’s global positioning as a UNESCO Global Geopark and a world-class destination.
Supporting this vision, Langkawi Development Authority (LADA) Chief Executive Officer, YBhg. Dato’ Haslina binti Abdul Hamid, echoed the significance of this refreshed narrative. She noted that the bold new branding represents a progressive step forward, while preserving Langkawi’s core identity and celebrating its 550-million-year-old geological heritage.
Nigel Wong, President of MATTA, reaffirmed the Association’s commitment to positioning Malaysia on the global tourism map through domestic and inbound promotion, aligned with its role as a strategic partner to Visit Malaysia 2026. “Tourism plays a pivotal role in driving Malaysia’s economic growth and uplifting local communities. MATTA is fully committed to promoting our unique destinations on the global stage,” he said.
In line with its sustainability agenda, MATTA introduced the MATTA Eco-Sustainable Tourism Initiative (MESTI)—a structured framework grounded in wildlife conservation, marine protection, and cultural preservation. MESTI will be implemented across all MATTA-led events, beginning with this edition of the Fair. As a member of the Global Sustainable Tourism Council (GSTC), MATTA aims to align with international sustainability standards through awareness campaigns, training, and capacity-building programs for its members.
“Our duty as an industry leader is to lead by example. Through MESTI, we empower our members to adopt and implement sustainable practices that result in meaningful and measurable outcomes,” added Wong.
Further enhancing this edition’s offerings is the debut of dedicated pickleball courts located in Hall 4, Level 1, spotlighting MATTA’s efforts in promoting sports tourism. Pickleball, a rapidly growing global sport, reflects MATTA’s inclusive approach to creating more engaging travel experiences across diverse demographics.
This edition of MATTA Fair reflects the Association’s forward-thinking approach to building a more resilient, inclusive, and sustainable tourism ecosystem in Malaysia, in line with evolving global travel trends and long-term development goals.