by Lisa Heykal
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The Malaysian Association of Tour and Travel Agents (MATTA) organized the long-awaited MATTA Fair on Friday, 1 September 2023, officiated by Dato’ Roslan Tan Sri Abdul Rahman, Secretary General of Minister of Tourism, Arts & Culture (MOTAC) representing Dato’ Sri Tiong King Sing, Minister Of Tourism, Arts & Culture (MOTAC) for its 53rd edition at the Malaysia International Trade and Exhibition Centre (MITEC)

As a biannual event, the first MATTA Fair in March was a success and attracted over 180,000 visitors, travel enthusiasts, and industry professionals, with over RM 300 million in sales. Domestic sales alone accounted for RM 34 million which proves that MATTA Fairs has become a signature hub for both Tourism Industry promoters and well-known international brands in Malaysia. 

In the duration of 5 months, the MATTA Fair team has successfully organized their highly anticipated fair in representing the strength and determination of the industry players and related industries that are seeking breakthroughs during these times. 

The Ministry of Tourism, Arts, and Culture (MOTAC) along with Tourism Malaysia showed their support in striving to enhance its efforts to assist the country, its tourism industry, and related industries to develop their business and increase revenue. In the second week of August 2023, they welcomed 817,460 foreign tourists, an increase of nearly 70% in the same period. 

As recent studies showed, big trends catch big audiences. One of the biggest trends would be the new concept of ‘bleisure’ meaning to combine business and leisure. A number of companies have conformed to the new norm of having their employees work flexibly from either their homes or offices. This allows them to plan their holidays or travel plans with much more ease and encourages the work-life balance most companies promote. 

MATTA fair has included many deals that are attractive and suitable for employees who have the freedom to plan their holidays around their work. Families, young adults, and fresh graduates are all eligible to join these promotional deals to increase the country’s outbound market. 

Primarily, the MATTA Fair promotes the outbound market however it is also up to date on the tourism trends, and plans to work with the Ministry of Tourism, Arts and Culture (MOTAC) and Tourism Malaysia through the MATTA Fair platform to attract tourists to come and experience Malaysia. It is mutually beneficial for MATTA members as well as related industry players to expand their market.

The Malaysian government has appointed MOTAC to manage the Malaysia My Second Home (MM2H) housing project program to attract overseas retirees and work expatriates looking to make Malaysia their second home in their promotion and marketing. MM2H was one of the significant products promoted at the MATTA Fair which many hoped to attract more attention. Not only does it hope to bring more tourism to Malaysia, but it also showcases Malaysian hospitality and appreciation of culture.

“As we move forward, let’s work together and promote the Tourism Malaysia brand. By showcasing our unique and new attractions, foods and beverages, our warm hospitality, and our rich arts, culture, and heritage to the world. Develop innovative tourism products and services that reflect the best of our nation.” Dato’ Roslan Tan Sri Abdul Rahman, Secretary General of Minister Of Tourism, Arts & Culture (MOTAC) mentioned in the speech on behalf of Dato’ Sri Tiong King Sing, Minister Of Tourism, Arts & Culture (MOTAC).

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