Kuala Lumpur, 11 august 2025- Sabah is now officially Malaysia’s Favourite Destination for the 57th MATTA Fair, happening 5-7 September 2025 at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur. This honorable award signals Sabah’s rising status as a must-visit spot, luring both local and global travelers with its lively culture, stunning scenery, and focus on eco-friendly tourism.

Record-Breaking Event at MATTA Fair
The upcoming MATTA Fair promises to be the largest of its kind yet, with an impressive 2,040 booths, surpassing the 1,754 booths of the previous fair. The biannual event is expected to attract a diverse range of exhibitors, including national and state tourism organizations, airlines, hotels, and licensed travel agents. It will offer a comprehensive selection of travel packages that cater to all types of travelers, from adventure seekers to those interested in cultural tourism and luxury escapes.

A Strong Focus on Sustainable Tourism
Sabah’s popularity as a travel destination has seen a notable rise in recent years. In the previous MATTA Fair in April 2025, the state achieved sales worth RM4.5 million, a remarkable 46% increase from the previous year. This surge in sales is a testament to the growing demand for authentic travel experiences that offer immersive encounters with nature, culture, and heritage.

The state’s recognition as Malaysia’s Favourite Destination aligns closely with the MATTA Eco & Sustainable Tourism Initiative (MESTI), which prioritizes cultural preservation, community empowerment, and environmental sustainability. Sabah’s emphasis on responsible tourism has contributed significantly to its reputation, as the region continues to provide visitors with meaningful and sustainable travel options while supporting local communities. See more ...