The Malaysian Association of Tour and Travel Agents (MATTA) reported
immense success of its most recent MATTA Fair, held between 17 to 19
March 2023, at the Malaysia International Trade and Exhibition Centre
(MITEC) in Kuala Lumpur.
three-day event attracted more than 180,000 visitors, breaking the
record for the Largest International Travel Fair recognised by the
Malaysia Book of Records. The event boasted 1,416 booths across 39,000
square metres of exhibition space, featuring 19 National Tourism
Organisations (NTO), 13 State Tourism Organisations (STO), and over 220
MATTA Fair 2023's total sales turnover surpassed RM300 million (US$68
million), with domestic sales accounting for RM34 million (US$7.7
million). Notably, the average spending per customer increased across
all tourism verticals, suggesting a willingness to invest in travel
The success of MATTA Fair 2023 serves as an indicator that the travel
and tourism industry in Malaysia is making a strong recovery. The event
highlighted the growing desire of Malaysians to explore both domestic
and international destinations. Additionally, it showcased the critical
role of domestic tourism in strengthening the industry, and the
participation of state tourism boards, particularly Perak, reflected
their commitment to creating a more sustainable and robust tourism
Feedback from exhibitors revealed that buyers' top destinations were
Malaysia, Singapore, Japan, Vietnam, South Korea, Taiwan, China,
Thailand, the United Kingdom, and Indonesia.
For the domestic sector, Sabah, Terengganu, and Kedah were the top
three destinations as consumers prefer to buy packages due to logistical
factors. For the long-haul sector, European countries such as the
United Kingdom, Switzerland, and Italy remained the top destinations,
followed by Turkiye.
The event showcased numerous new and upcoming destinations such as
Saudi Arabia, Dubai, Uganda, Kyrgyzstan, and Zimbabwe. The fair also
featured travel packages from more than 75 international destinations
spanning North America, Africa, Europe, Asia, and Australia.
MATTA Fair provides consumers with the opportunity to purchase directly
from licensed travel agencies and tour operators - this is also an
indicator that the travel agency and tour operator business is not only
sustainable but highly relevant in today's modern world," said MATTA
president Tan Kok Liang.
The next MATTA Fair will be held at MITEC Kuala Lumpur from 1 to 3
September 2023. It is anticipated to be even larger, with the China
market making a strong comeback, and with the resumption of more
international flights directly to Malaysia.