Travel enthusiasts have something exciting to look forward to as the Malaysian Association of Tour and Travel Agents(MATTA) officially crowns Johor as Malaysia’s Favourite Destination for the upcoming MATTA Fair April 2026.

Set to take place from 3–5 April 2026 at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur, the highly anticipated travel fair promises an even larger and more dynamic showcase of travel opportunities both within Malaysia and beyond.

A Bigger and More Exciting MATTA Fair

This edition of the MATTA Fair will be held on an impressive scale, spanning 40,820 square metres across 10 halls at MITEC. The fair will feature 2,043 booths with participation from 330 organisations, making it one of the region’s largest travel fairs.

Visitors can explore a diverse range of exhibitors including:

• 210 tour and travel agencies
• 6 National Tourism Organisations (NTOs)
• 11 State Tourism Organisations (STOs)
• 63 hotels and resorts
• 1 airline
• 11 theme parks
• 28 travel-related service providers

The fair continues to serve as a vibrant platform connecting travellers, tourism boards, travel agents, and hospitality brands while strengthening Malaysia’s tourism industry.

Johor Takes the Spotlight

Often referred to as the “Jewel of the South,” Johor continues to shine with its rich cultural heritage, natural beauty, and exciting attractions. Its strategic location near Singapore makes it an easily accessible destination for regional travellers.

Tourism statistics highlight the state’s growing popularity. In 2025, Johor recorded 25 million foreign visitors, while 1.91 million visitors were recorded as of January 2026, with Singaporean travellers making up approximately 78% of arrivals, according to Jabatan Imigresen Negeri Johor.

According to Nigel Wong, the collaboration comes at an ideal time:

“Johor has always held a special place on the Malaysian travel map, and in recent years we have seen growing interest from both domestic and international travellers eager to rediscover what the state has to offer. Through this Fair, we hope to amplify that drive and inspire our visitors to experience the vibrant culture of Johor.”

Meanwhile, Mohammad Nazrul Abd Rahim shared that the recognition aligns perfectly with the upcoming tourism campaign.

“In conjunction with Visit Johor Year 2026, we are honoured for the state to be recognised as Malaysia’s Favourite Destination for MATTA Fair April 2026. This recognition reflects the growing interest among travellers to rediscover Johor and experience the diversity of attractions the state has to offer.”

Discover Johor at the Johor Pavilion

Visitors heading to the MATTA Fair can explore the vibrant Johor Pavilion located at Level 1, Domestic Hall (1C01). The pavilion will feature participation from hotels, resorts, travel agencies, and tourism product operators from across the state.

Attendees can look forward to:

• Exclusive travel deals and holiday packages
• Cultural performances celebrating Bangsa Johor
• Heritage-themed activities and interactive experiences
• Lucky draws and engaging programmes

The pavilion aims to give visitors a deeper appreciation of Johor’s cultural identity and tourism diversity.

New Attractions and Tourism Experiences

Johor is also preparing to introduce several new tourism attractions that celebrate its heritage and community experiences. Among the highlights are:

• Muzium Tokoh
• Kompleks Warisan Sultan Abu Bakar
• Kampung Sungai Melayu

These upcoming destinations will complement existing attractions while showcasing Johor’s unique culture, history, and nature-based tourism.

Plan Your Visit to MATTA Fair

Admission to the MATTA Fair is completely free, and the event runs from 10am to 9pm throughout the three-day fair.

To make travelling easier, complimentary shuttle services will be available from:

• KL Sentral
• Sunway Putra Mall

For those driving, parking facilities are available at several nearby locations including MITEC South Entrance Basement, MITI Basement, MATRADE Open Parking, Kompleks Mahkamah KL Open Parking, The MET Basement, MET 1 Basement, and MET 9 Open Parking.

A Celebration of Travel and Discovery

With Johor taking centre stage as Malaysia’s Favourite Destination, MATTA Fair April 2026 promises to be an exciting event for travellers looking to plan their next getaway. From exclusive travel deals to immersive cultural showcases, the fair offers a glimpse into the diverse experiences Malaysia and the region have to offer.

Whether you’re planning a weekend escape or your next big adventure, this is one travel event you won’t want to miss.