Sabah’s Tourism Sector Set to Shine at MATTA Fair Sabah 2026

KOTA KINABALU:  The Malaysian Association of Tour and Travel Agents (MATTA) Sabah Chapter announced the return of MATTA Fair Sabah 2026, scheduled from 18 to 20 September at the Sabah International Convention Centre (SICC), Kota Kinabalu.

As one of Sabah’s premier consumer travel events, this year’s MATTA Fair Sabah will bring together travel agencies, airlines, hotels, resorts, tourism organisations, and other industry stakeholders under one roof. Visitors will have the opportunity to explore new destinations, compare travel packages, and enjoy exclusive promotions.

The three-day event aims to foster both domestic and international travel, reinforcing Sabah’s position as a key tourism hub in Malaysia.

Attendees can expect a broad range of travel products and experiences, including holiday packages, flights, accommodation, cruises, tours, family holidays, adventure activities, and international destinations. There will also be special travel deals, exclusive offers, lucky draws, engaging activities, and entertainment throughout the event.

With travel demands continually evolving, the Fair provides a valuable platform for consumers to engage directly with licensed travel agents and tourism industry professionals, enabling them to plan their holidays with confidence and expert advice.

MATTA Fair Sabah Organising Chairman, Mohd Azlan Saleh  Abd Salam, stated, “The Fair is not just about selling holidays but also about creating opportunities for the tourism industry and fostering collaboration among stakeholders.”

“MATTA Fair Sabah is an essential platform for our members and partners to connect directly with consumers. It also showcases the diverse travel experiences available within Sabah and beyond,” he added.  

As Malaysia celebrates Visit Malaysia 2026, he encouraged Sabahans to continue exploring their own region, Malaysia, and the wider world, while inviting more visitors to discover what Sabah has to offer.

Azlan emphasised MATTA Sabah’s dedication to supporting its members and promoting responsible, trusted, and professional travel services. The organisation works closely with tourism authorities, industry partners, and local communities to foster meaningful tourism opportunities.

A highlight of MATTA Fair Sabah September 2026 will be the participation of the Sabah Tourism Board (STB), which will promote more sustainable and community-driven tourism experiences.  

As part of the event, CoBT will launch a sustainable tourism package at the STB Pavilion, spotlighting initiatives that link tourism with conservation, local communities, and responsible travel.  

This reflects the rising importance of community-based tourism (CoBT) in Sabah and its potential to generate opportunities that benefit local communities while offering visitors a more responsible and authentic experience.

MATTA Sabah sees this initiative as vital in strengthening collaboration between travel agents, tourism authorities, community operators, and local residents, developing marketable tourism products for both domestic and international markets.

"The Fair also aims to build momentum for Visit Sabah 2027 – “Explore Sabah”, encouraging visitors to look beyond traditional attractions and discover Sabah’s rich natural, cultural, and adventure offerings," Mohd Azlan said.

This initiative will focus on empowering CoBT operators and local communities, enabling them to participate actively in the tourism value chain and benefit economically.

Through closer cooperation between STB, tourism industry players, travel agents, and communities, Sabah can develop attractive, sustainable tourism products that are both commercially viable and beneficial at the grassroots level.

MATTA Sabah believes travel agents play a crucial role in this effort by bringing community-based, sustainable tourism offerings to market, connecting them with consumers, and integrating them into both domestic and international itineraries.

"MATTA Fair Sabah 2026 provides a valuable opportunity to promote Sabah as a vibrant tourism destination while strengthening collaboration across the sector," he said adding that  with its islands, beaches, marine attractions, wildlife, nature, adventure, culture, heritage, and indigenous experiences, Sabah offers a diverse spectrum of tourism opportunities.

The Fair serves as a platform to promote inbound, domestic, and outbound tourism, fostering stronger business connections between Sabah-based operators, community tourism providers, and international partners.