By WU VUIDE
KOTA KINABALU: Sabah must look beyond visitor numbers and focus on creating sustainable economic opportunities throughout the tourism value chain, said Alex Chong.
“As we move towards Visit Sabah Year (VSY) 2027, we need to continue developing quality tourism products,” said the Malaysian Association of Tour and Travel Agents (Matta) Sabah chairman.
“Our tourism future should not be measured only by how many people visit Sabah, but also by the quality of the experiences we create and the opportunities we generate for local businesses and communities,” said Chong during the launch of the three-day Matta Fair Sabah 2026 at the Sabah International Convention Centre.
The event, held from Sept 18-20, was officiated by Assistant Tourism, Culture and Environment Minister Datuk Dr Andi Md Shamsureezal Mohd Saina.
Ahead of VSY 2027, Chong urged travel agencies and tour operators to introduce visitors to authentic local experiences and encourage travel beyond traditional tourism centres by highlighting the growing importance of sustainable and community-based tourism (CoBT).
This, he said, creates opportunities for local guides, homestays, transport operators, food businesses, handicraft producers, attractions and community-based tourism enterprises, enabling tourism to contribute more directly to local economies.
Matta Sabah emphasises that continued collaboration between the government and industry will be essential to strengthen Sabah’s tourism competitiveness and ensure that the benefits of tourism reach businesses and communities across the state.
The September fair, which is the second to be held in 2026 after the success of the April edition, aimed to bring the industry and travelling public together, strengthen business connections and build momentum towards the next chapter of Sabah tourism.
The September fair features 83 booths, comprising participation from 28 tour and travel agencies, three hotels and resorts, two state tourism offices and four other travel-related service providers.
The April edition recorded about 37,499 visitors and about RM24 million in sales turnover, while the September edition has set a target of 30,000 visitors and RM28 million in sales turnover.
This, he said, reflects continued confidence in the strength of Sabah’s travel market and the potential of the fair to generate business opportunities for the industry.
Chong said the response demonstrates the continued interest among Sabah consumers in travel and highlights the importance of maintaining a strong platform where travellers can engage directly with professional travel businesses.
The September fair carries the message ‘Discover More. Travel More. Experience More.’
This reflects our encouragement for Sabahans to explore destinations within Sabah and Malaysia, as well as international destinations, while at the same time promoting Sabah as a destination for domestic and international travellers.
Andi (second left), and Chong (left), visit the exhibition booths.
