The Malaysian Association of Tour and Travel Agents (MATTA) has called on travel agents to speak out about real issues, with industry feedback seen as an integral part of meaningful public-private engagement, even as Visit Malaysia 2026 gets underway.
At its inaugural MATTA Membership Summit 2026 on 22 January, association president Nigel Wong introduced TRUST, an initiative which seeks to instill confidence, accountability, and professional standards within the industry ecosystem.
Members are encouraged to speak out, whether it means responsible reporting or informed information-sharing towards greater transparency, while complementing existing enforcement efforts.
This would in turn strengthen the value and credibility of licensed travel agents and tour operators, and safeguard Malaysia’s reputation as a safe and trusted destination.
“The Summit is about listening. Our members are navigating real and pressing challenges including rising costs, talent constraints, digital transformation, changing traveller expectations, and regulatory complexities. These are not abstract issues; they affect daily operations and business sustainability,” noted Chong Yu Ken, chairman of the summit.
The launch of TRUST underscored the summit’s theme, ‘Leadership, Challenges & the Future of Malaysia’s Travel Industry’, which sees industry feedback as central to national tourism planning and execution, even as MATTA looks to strengthen engagement between public and private sectors for Visit Malaysia 2026.
One example flagged at the event: MATTA’s support over MOTAC’s (Ministry of Tourism, Arts and Culture) call for the return of full regulatory powers over tour vehicles.
“Over the years, MATTA has earned its place as an industry leader through consistency, advocacy and action. But leadership doesn’t sit with MATTA leadership alone. By being part of MATTA, our members are leaders, contributing collectively to a stronger, more resilient industry,” said Wong.
“Tourism success is built on trust and word of mouth. When visitors trust our industry, they buy with confidence,” added Yang Berhormat Dato Seri Tiong King Sing, minister of MOTAC.
Related: It’s official: Visit Malaysia 2026 kicks off