Sabah: Sabah generated total sales of RM5,098,153.74 during the three-day MATTA Fair Kuala Lumpur held from April 3. Sabah Minister of Tourism, Culture and Environment Datuk Jafry Ariffin noted that sales gained momentum throughout the fair, with Sabah-based sellers recording RM812,156.32 on the opening day, rising to RM1,425,231.32 on day two, before peaking at RM2,740,766.10 on the final day.

According to BERNAMA News Agency, Jafry described the strong performance as encouraging, emphasizing that Sabah's continued participation in major travel fairs will help drive bookings and visitor arrivals to the state. He highlighted that the steady increase in sales throughout the fair reflects strong demand for Sabah travel experiences among domestic travellers. The minister added that platforms such as MATTA Fair allow the state's industry players to connect directly with the market and expressed commitment to supporting greater participation from local agents to translate this interest into actual visits.

Compared with RM4.5 million recorded at the April MATTA Fair last year, with the participation of 43 agents, this year's performance demonstrates the resilience of Sabah's domestic tourism market. At this year's MATTA Fair, the Sabah Tourism Board (STB) was joined by 37 Sabah-based tour and travel agents operating across 100 booths, offering a wide range of travel packages showcasing the state's tourism offerings, including culture, adventure, and nature.

STB also introduced and reinforced the "Explore Sabah" destination branding while highlighting the Kaamatan Festival as a key cultural attraction. Additionally, agents were encouraged to incorporate community-based tourism experiences into their packages, allowing travellers to engage with local communities and support sustainable tourism development.