The Malaysian Association of Tour and Travel Agents (MATTA) officially crowns Johor as Malaysia’s Favourite Destination for the upcoming MATTA Fair April 2026. The Fair, set to be held from 3-5 April 2026 at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur, is expected to showcase a remarkable breadth and diversity, reflecting MATTA’s continued and collective commitment to strengthening the industry.
The MATTA Fair returns on an even larger scale. This time, covering a vast 40,820sqm across 10 halls. The Fair features 2,043 booths to date, bringing together 330 participating organisations. The heart of the Fair lies in their exhibitors, this includes the strong presence of 210 tour and travel agencies, 6 National Tourism Organisations (NTOs), 11 local State Tourism Organisations (STOs), 63 hotels and resorts, 1 participating airline, 11 theme parks and 28 other travel-related service providers.
Known as the Jewel of the South, Johor continues to sparkle through its known beauty of culture and attractions. Its strategic location near the Singapore border, also makes it an accessible gateway for travellers. In 2025, the state recorded 25 million foreign visitors and 1.91 million visitors as at January this year, with Singaporeans making up approximately 78% of arrivals, highlighting the strong and enduring travel link between the two neighbours. [source: Jabatan Imigresen Negeri Johor]
“This partnership was a welcome and a timely collaboration. 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,” said Nigel Wong, President of MATTA.
“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,” said Mohammad Nazrul Abd Rahim, Director of Tourism Johor.
At the Johor Pavilion, located at Level 1, Domestic Hall [1C01], visitors can explore a vibrant showcase of Johor’s tourism offerings with the participation of various industry players including renowned hotels and resorts, travel agencies as well as tourism product operators from across the state. Visitors will also have the opportunity to discover attractive travel deals and best-value holiday packages offered exclusively during MATTA Fair.
Throughout the three-day fair, the Johor Pavilion will also highlight the rich culture and heritage of Bangsa Johor through cultural performances and interactive activities. Visitors can enjoy traditional showcases, engage in heritage-themed experiences as well as participate in exciting activities at the pavilion including lucky draws and other interactive programmes.
Johor will also introduce several new tourism experiences and attractions. Among the highlights are upcoming destinations such as Muzium Tokoh, Kompleks Warisan Sultan Abu Bakar and Kampung Sungai Melayu, alongside revitalised recreational destinations and cultural experiences that celebrate Johor’s unique heritage, nature and community-based tourism.
To ensure a smooth visitor experience, MATTA Fair offers free admission and is open from 10 am to 9 pm from Friday to Sunday. Visitors are encouraged to take advantage of the complimentary shuttle services from KL Sentral and Sunway Putra Mall to MITEC. For those driving, parking facilities are available at the 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.
Source – MATTA