Sabah targets wellness travellers at MATTA Fair

Sabah capitalized on the recent MATTA Fair in Kuala Lumpur, showcasing its diverse camping and outdoor experiences to a travel-hungry audience.

The event, held at the Malaysia International Trade and Exhibition Centre (MITEC) from March 22nd to 24th, attracted close to 150,000 visitors.

Embracing the “Healing Trip” trend

Sabah Assistant Tourism Minister, Datuk Joniston Bangkuai, emphasized the growing popularity of “healing trips,” where travelers seek adventure, relaxation, and holistic experiences.

“Sabah has positioned itself as a leading healing destination at the MATTA Fair, focusing on camping,” Bangkuai said.

Sabah boasts a variety of camping options, from Kadamaian and Kundasang to Kokol Hill and the beaches of Kudat.

Rural areas like the Rundum Highlands offer unique landscapes, cultures, and a chance to connect with local communities.

“Community-based tourism empowers many of these camping sites, adding to the enriching experience,” Bangkuai remarked.

Sabah showcases diverse offerings

A total of 22 Sabah travel and tour agents participated in the 54th edition of the MATTA Fair, a biannual event held in March and September.

The Sabah Tourism Board (STB) led the state’s presence with 10 booths, offering travel rebates and promoting Glamping_KK, a local camping gear rental company.

Sabah content creators and adventure enthusiasts, @sesat_in_Malaysia and @rosesabahlady, engaged with visitors during the interactive Locco Ajak Borak session, sharing their experiences and highlighting the allure of Sabah’s outdoors.

“The MATTA Fair is a crucial platform for domestic tourism in Malaysia,” said Bangkuai. “STB will continue to actively participate and analyze domestic travel preferences to keep Sabah an exciting destination.”

STB Chief Executive Officer, Julinus Jeffery Jimit, also attended the event, underscoring the board’s commitment to promoting Sabah’s diverse tourism offerings.