Malaysian Association of Tour and Travel Agents (MATTA) Celebrates Its Golden Jubilee

The event brought together leaders from the public and private sectors, united in their commitment to shaping the next chapter of Malaysian tourism.

The Malaysian Association of Tour and Travel Agents (MATTA) celebrated its golden jubilee in style on Saturday with a gala dinner, marking 50 years of unwavering service to Malaysia’s tourism landscape.

The event, which took place at Sunway Resort Hotel here, brought together leaders from the public and private sectors, who are working together to shape the next chapter of Malaysian tourism.

Tourism, Arts and Culture Deputy Minister Khairul Firdaus Akbar Khan, who was speaking on behalf of Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi, paid tribute to MATTA’s enduring legacy.

He highlighted how MATTA has evolved from humble beginnings into a formidable force representing thousands of agents and shaping national tourism policies.

This year alone, the MATTA Fair, which is organised by the association, has achieved record-breaking success, hosting 1,754 booths and welcoming more than 210,000 visitors, who are expected to generate RM270mil in projected sales.

“MATTA has not only supported the growth of the tourism ecosystem but has also contributed meaningfully to national economic development.

“Tourism has become a major contributor to our GDP, creating countless job opportunities and supporting local communities across Malaysia,” he said.

Shared culture: Dancers performing a traditional routine during the MATTA 50th Anniversary Gala Dinner.

Despite falling short of the original target, Khairul Firdaus said Malaysia welcomed more than 38 million international visitors in 2024, which is a 31.1% increase from the previous year.

Tourism receipts also reached a record high of RM106.8bil, which surpasses pre-pandemic levels and reflects a 43.7% increase from 2023.

Domestically, 193.3 million visits were recorded by September 2024, with travellers spending RM77.8bil – a 27.2% year-on-year increase.

As the nation prepares for Visit Malaysia Year (VMY) 2026, Khairul Firdaus highlighted three strategic pillars which include sustainability, digitalisation and collaboration.

“The tourism industry is more than just an economic engine. It connects cultures, fosters understanding and showcases the beauty of Malaysia to the world,” he said.

Meanwhile, MATTA President Nigel Wong said the association, which was founded in 1974 by a small group of travel agents, has come a long way.

“MATTA was born over the simple idea to come together as an industry, to find strength in unity.

“Our story is one of resilience. Through economic shifts, global crises and challenging times, MATTA has remained steadfast.

“This milestone isn’t just about the years. It’s about people – the pioneers, the volunteers, the members who make MATTA what it is today.”

He added that the association is also focused on four guiding pillars for the future, which are sustainability, youth empowerment, digitalisation and industry empowerment.

Among the initiatives that MATTA is planning for the next 50 years include reviving the MATTA Academy as a centre of excellence, nurturing new leaders and recognising existing talent.

He also highlighted upcoming AI initiatives, including the MATTA Incident Response System (IRS), which is designed to support government efforts with real-time data and insights.

“VMY 2026 represents more than just a tourism campaign. It is a national mission to reintroduce Malaysia to the world, to create new stories, and to unlock new opportunities for all.

“We must protect what makes Malaysia truly special – our nature, our culture, our communities – through responsible and sustainable tourism practices,” he said.

The gala dinner also saw all of MATTA’s past presidents being recognised for their contributions to the association.

To bring the celebration to life, the evening also featured a captivating display of Malaysia’s rich cultural tapestry through traditional dances from across the nation.