Malaysia Tourism Exhibition

The Malaysia Travel Fair (MATTA Fair) — the Malaysia Association of Tour Operators and Travel Agents (MATTA) is pleased to announce the nation’s premier international travel expo. This highly anticipated event will be brimming with fresh travel deals and exceptional business and professional opportunities.

This year’s MATTA Fair will feature a diverse array of exhibitors, including national tourism organizations (NTOs), state tourism organizations (STOs), travel agencies, hotels, attractions, and many other tourism‑related offerings. Visitors to the Malaysia Travel Fair can look forward to discovering an expanded selection of travel packages from domestic and international portals, airlines, hotels, and tour operators, designed to fulfill their travel aspirations.

A career‑oriented showcase, this event offers industry professionals an unparalleled opportunity to network with peers and hear insights from esteemed speakers, including local influencer Aunty HR, whose expertise focuses on human resources and corporate operations; Dr. Nisha Abu Bakar, a leading tourism specialist; Kingston Khoo, a sustainability expert from UiTM; and numerous other distinguished guests.

The fair also provides international vendors with a platform to connect with local buyers, explore new global destinations, and forge strategic business partnerships. For Chinese tourism enterprises, the Malaysia Travel Fair stands as an ideal trade platform to expand into Southeast Asia.

Malaysia Tourism Exhibition tickets are e-tickets. Domestic and international visitors must complete online pre-registration with real-name passport verification. After purchase, the organizer verifies visitor identity. Visitors who do not meet entry requirements may need to submit additional documents. Once approved, you will receive email confirmation or a QR code. On site, present your original passport and confirmation letter to collect a paper badge, or scan the QR code to enter.

The Exhibition Value of the Malaysia Tourism Fair

• The Malaysia Tourism Association (MATTA) Fair is Malaysia’s largest and most influential consumer‑oriented tourism exhibition. Since its inception, it has been successfully held for more than fifty editions and has been officially recognized by the Malaysia Book of Records as “Malaysia’s largest consumer‑focused tourism fair,” making it the premier tourism industry event in Southeast Asia. Held twice annually in Kuala Lumpur and developed through close collaboration with authoritative organizations such as the Malaysian Inbound Tourism Association (MITA), the fair has become a pivotal platform connecting global tourism suppliers with Southeast Asian consumers.
• The core value of participation lies in its unique positioning as a precision‑driven platform that links Malaysia and the broader Southeast Asian consumer market, coupled with its robust ability to reach end‑consumers. Each year, the fair attracts hundreds of exhibitors from around the world, spanning the entire tourism value chain—including travel agencies, airlines, hotel groups, cruise lines, and national tourism boards. The autumn 2025 edition set a record with 2,049 booths and 334 exhibiting companies, drawing over 200,000 professional visitors and generating on‑site sales totaling several hundred million ringgit. As the preferred platform for Malaysian consumers to plan their annual travel itineraries and procure travel products, the fair provides participating enterprises with a strategic gateway to engage directly with Southeast Asia’s key consumer segments.
• The fair has established a one‑stop consumer platform covering the entire tourism value chain. Exhibits encompass all categories, including outbound and domestic travel, air tickets, hotel accommodations, cruise vacations, travel insurance, and tourism technology. The exhibitor lineup features leading local institutions such as Malaysia Airlines Group, the Malaysia Tourism Board, the Sabah Tourism Board, Penang Global Tours, and Genting World, alongside national tourism boards and airlines from various countries. For the first time in 2025, the fair introduced a pickleball sports experience zone, leveraging this emerging form of sports tourism to expand into younger consumer demographics.
• The fair aligns with three major industry trends—sustainable development, digital marketing, and sports tourism—establishing itself as a showcase for innovative products and cutting‑edge concepts. In 2025, the fair launched the MATTA Eco‑Sustainable Tourism Initiative (MESTI) pavilion, co‑developed by partners including RHB Bank, the Sabah Tourism Board, and Penang Global Tours, focusing on three core pillars: wildlife conservation, marine protection, and cultural heritage preservation. In collaboration with an independent auditing firm, the fair conducted a comprehensive assessment of its carbon footprint, promoting the implementation of sustainable tourism practices. Concurrently, interactive activities such as buyer competitions, cycling‑related short‑video challenges, and lucky wheel draws were organized, significantly enhancing visitor engagement.
• For Chinese enterprises, this fair serves as a strategic gateway to tap into the Southeast Asian market and connect with Malaysia’s outbound tourism resources. Malaysia is a key outbound tourism market within ASEAN, with a significant Chinese‑ethnic population and strong receptivity toward Chinese tourism offerings. As a critical strategic partner for “Malaysia Tourism Year 2026,” Chinese tourism organizations can leverage the fair to engage Malaysian and Southeast Asian consumers, promoting China’s tourist destinations and products. Participating companies can use this platform to access Southeast Asia’s core consumer base, securing a competitive edge in advancing Chinese tourism offerings within the Malaysian market.

Notable exhibitors

• Official Tourism Authorities and Strategic Partners:Ministry of Tourism, Arts and Culture Malaysia, Tourism Malaysia, Sabah Tourism Board, Sarawak Tourism Board, Penang Global Tourism, Malacca Tourism Board, Pahang Tourism Board, Langkawi Development Authority, Kedah State Government, Macao Special Administrative Region Government Tourism Office, High Commission of India
• Airlines and Airline Groups:Malaysia Airlines Group, AirAsia, Batik Air, Singapore Airlines, Thai Airways International, Japan Airlines, Korean Air, Turkish Airlines, Qatar Airways, Air China, China Southern Airlines
• Hotels and Resort Groups:Genting World, Sunway Resort, Shangri-La Hotels and Resorts, Hilton Worldwide, Marriott International, Hyatt Hotels Corporation, InterContinental Hotels Group
• Travel Agencies and Tour Operators:Member travel agencies of the Malaysian Association of Tour Operators (MATTA), outbound tour wholesalers, inbound tour operators, custom-tour service providers, Hajj tour operators
• Cruise Lines:Genting Cruise Line, Royal Caribbean International, Princess Cruises, MSC Cruises
• Tourism Technology and Services:Travel insurance providers, payment technology companies, tourism IT solution vendors, tourism experience platforms
• Sustainability Partners:RHB Bank, Royal Selangor, AMPSPA, Easy Motorbike, Pos Malaysia, Shangri-La Group, Sabah Tourism Board
• International Tourism Authorities and Exhibition Delegations:Japan National Tourism Organization, Korea Tourism Organization, Thailand National Tourism Organization, Turkey Tourism Board, Qatar Tourism Authority, Macao Special Administrative Region Government Tourism Office