KUALA LUMPUR: There is still a strong desire among many to travel and explore the world despite global uncertainties caused by ongoing tensions in the Middle East, says the Malaysian Association of Tour and Travel Agents (MATTA).
Its president Nigel Wong said the ongoing geopolitical tensions have influenced travel sentiment, with travellers being more cautious in planning their trips.
“People are more mindful today. They want assurance and need to feel safe before committing to travel.
“The tourism industry has recovered from the Covid-19 pandemic, and that is the message we want to convey in the current situation: that we should not only survive but continue to thrive and flourish.
“We hope the fair can represent the true spirit of tourism,” he said when opening the 58th MATTA Fair April 2026 at the Malaysia International Trade and Exhibition Centre (Mitec) here yesterday.
Wong stressed that travel plays an essential role in people’s lives beyond leisure.
“Travel is not just a luxury. It is how families reconnect, friendships are maintained and businesses move forward.
“Even in uncertain times, that need does not go away,” he said.
He said the MATTA Fair remains one of the largest travel events in the Asean region, serving as a platform where industry players engage directly with consumers.
He also noted a shift in how exhibitors approach visitors, with booths becoming more immersive and experience-driven.
“Today, it is no longer just about selling packages.
“It is about creating experiences, even at the booth level, helping people imagine their journeys before they begin,” he said.
Wong said that Malaysia recorded 42.2 million visitor arrivals in 2025, underscoring the country’s resilience and continued appeal as a travel destination.
Looking ahead, he said the targets of between 45 million and 47 million visitors for Visit Malaysia 2026 are within reach, provided the industry works together.
“We must stay focused and support one another.
“Confidence is key, not just for travellers but for everyone in the industry,” he said.
Wong said that MATTA will continue to prioritise sustainability through its MATTA Eco and Sustainable Tourism Initiative (Mesti), ensuring that growth remains responsible and forward-looking.
He also emphasised the importance of strengthening trust and confidence within the travel industry.
“When visitors engage with MATTA members, they are dealing with accountable and credible professionals who can manage every aspect of their journey, from planning and booking to on-ground support.
“This is where real value lies and what gives travellers peace of mind,” he added.
The MATTA Fair April 2026, held from April 3 to 5, serves as a key platform for the industry while supporting the broader growth and sustainability of Malaysia’s tourism sector.
Johor is featured as Malaysia’s Favourite Destination, while Macau is highlighted as the International Favourite Destination during the event.
This edition has set a new benchmark with 2,051 booths, making it the largest to date and reflecting continued confidence in the industry.
Visitors can also take part in a range of activities and exclusive promotions throughout the three-day event, including the Buyers’ Contest, which offers a grand prize of flight tickets to Paris with a minimum spend of RM100 on travel packages.
Other highlights include the Ride & Reels campaign, encouraging visitors to document their journey to the fair, as well as Spin & Win sessions offering exclusive merchandise.
Meanwhile, Johor state unity, heritage and culture committee chairman K. Raven Kumar said the state government has allocated more than RM143.84mil to upgrading tourism infrastructure, public facilities and accessibility in the state since 2025.
He said this aligns with Visit Johor 2026, which is targeting some 12 million visitors to the state during the year-long campaign.
He added that the state is working towards this target by attracting visitors, particularly from the domestic market as well as neighbouring countries such as Singapore and Indonesia.
“The momentum is already very positive.
“Based on data from the state immigration department, Johor recorded 25 million foreign visitors in 2025, and 3.95 million as of February this year,” he said.
Also present at the event were Sabah tourism, culture and environment minister Datuk Jafry Ariffin, Tourism Johor director Mohammad Nazrul Abd Rahim, Sabah Tourism Board chairman Datuk Joniston Bangkuai and its chief executive officer Julinus Jeffery Jimit.
