KUALA LUMPUR : Sabah has reported a notable 46 per cent increase in tourism sales at the first edition of this year’s MATTA Fair Kuala Lumpur, achieving RM4.5 million in revenue and reaffirming its position as a leading domestic travel destination.
The Sabah Tourism Board (STB), which led the state’s representation, coordinated the participation of 43 travel agencies under the Sabah zone to collectively showcase the state’s diverse tourism offerings.
In a statement, STB said, “The strong response underscores Sabah’s appeal as a well-rounded destination, with experiences spanning adventure, cultural heritage, natural landscapes, and community-based tourism.”
Making its debut at the fair, STB introduced two home-grown Sabah brands — Chanteek Borneo, which presented traditional Sabah-inspired clothing and textile designs, and Uinah, a locally crafted wellness beverage made from sustainably sourced ingredients. Both brands received positive attention from fair visitors.
STB Chief Executive Officer Julinus Jeffery Jimit attributed the encouraging results to the collaborative spirit and active participation of Sabah’s tourism stakeholders.
“The collective effort of our tour and travel agencies has been pivotal in strengthening Sabah’s tourism presence. It reflects our shared commitment to growing the state’s tourism industry,” he said.
Looking ahead, STB reaffirmed its dedication to expanding destination marketing efforts both domestically and abroad, particularly as part of the ongoing ‘Explore Sabah’ campaign in the lead-up to Visit Malaysia Year 2026.
To increase engagement at the event, the Sabah pavilion featured virtual reality experiences, interactive activities, and a consumer survey to capture valuable insights into domestic travel trends and preferences.
–Business Times
