The MATTA Eco-Sustainable Tourism Initiative (MESTI) made its debut at the 56th MATTA Fair which concluded on Sunday, alongside a push into sports tourism that saw two pickleball courts take centrestage at MITEC. The two marked a strategic shift as Malaysia gears up efforts for Visit Malaysia 2026 (VM2026).
The addition of the pickleball courts was more than a novelty – it reflected MATTA’s ambition to expand Malaysia’s appeal beyond traditional tour packages. The momentum continues with the announcement of the MATTA Malaysia Pickleball Grand (MPG) Slam 2025, the association’s first-ever tournament, set to take place in Kuching, Sarawak from 7–20 October, and touted as offering the largest cash prize pool for the sport in Malaysia.
“At MPG, pickleball meets tourism, and at MATTA, we see its great potential and strength in promoting and developing sports tourism, as well as connecting communities across borders through shared passion and healthy competition,” said MATTA President Nigel Wong. He further added that the tournament is more than just a trend – it’s an opportunity to showcase Malaysia’s destinations and culture in an exciting new way, attracting a fresh audience and driving both tourism and local engagement.
Beyond the booths and pickleball courts, Kedah launched a refreshed destination identity with “Naturally Langkawi,” a brand narrative built around nature, culture and experience. Officiating the launch, Menteri Besar Kedah, YAB Dato’ Seri Haji Muhammad Sanusi spotlighted the importance of both narrative and readiness. “Tourism isn’t just about places. It’s about the stories we tell. Jerai Geopark for example holds incredible heritage value, and many still don’t realise Kedah’s role as one of the earliest civilisations in Southeast Asia. But stories alone aren’t enough. If we want to turn this interest into sustainable arrivals, we also need to invest in better infrastructure to support the experience we’re promising,” he said.
This year’s MATTA fair featured 1,754 booths across eight halls, aimed at attracting over 210,000 visitors and projected to generate RM270 million in sales. While previous MATTA heavyweights such as Japan National Tourism Organization (JNTO) and Korea Tourism Organization (KTO) were notably absent, Taiwan’s pavilion stood out with its Salam Taiwan Muslim-friendly initiative, signalling sustained interest in Muslim-friendly travel as a growing segment in the region.