Johor has been officially named Malaysia’s Favourite Destination for the upcoming MATTA Fair April 2026 by the Malaysian Association of Tour and Travel Agents (MATTA). The highly anticipated travel fair will take place from 3 to 5 April 2026 at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur, bringing together a wide range of tourism industry players.
This year’s MATTA Fair will be larger than ever, spanning 40,820 square metres across 10 halls. A total of 2,043 boothsrepresenting 330 organisations will participate in the event. Among the exhibitors are 210 tour and travel agencies, 6 National Tourism Organisations (NTOs), 11 State Tourism Organisations (STOs), 63 hotels and resorts, one airline, 11 theme parks, and 28 travel-related service providers, highlighting the scale and diversity of the travel industry.
Often referred to as the “Jewel of the South,” Johor continues to shine as a vibrant tourism destination known for its cultural heritage, attractions and strategic location near Singapore. The state recorded 25 million foreign visitors in 2025, while 1.91 million visitors were recorded in January 2026 alone, with Singaporeans accounting for approximately 78% of arrivals, according to the Johor Immigration Department.
MATTA President Nigel Wong shared that the collaboration comes at an ideal time as interest in Johor continues to grow among both local and international travellers.
“Johor has always been an important destination within Malaysia’s tourism landscape. In recent years, we have witnessed increasing interest from travellers looking to rediscover the state’s unique attractions and cultural offerings. Through MATTA Fair, we hope to further inspire visitors to explore the vibrant experiences Johor has to offer,” he said.
Meanwhile, Mohammad Nazrul Abd Rahim, Director of Tourism Johor, expressed appreciation for the recognition, especially as the state prepares for Visit Johor Year 2026.
“We are honoured that Johor has been selected as Malaysia’s Favourite Destination for MATTA Fair April 2026. This recognition reflects the growing enthusiasm among travellers to explore Johor and experience its diverse tourism attractions,” he said.
Visitors to the Johor Pavilion at Level 1, Domestic Hall (1C01) will be able to explore a lively showcase of the state’s tourism products. The pavilion will feature participation from leading hotels, resorts, travel agencies and tourism operators across Johor. Exclusive travel deals and value-packed holiday packages will also be available during the fair.
Throughout the three-day event, the Johor Pavilion will celebrate the culture and heritage of Bangsa Johor through engaging cultural performances and interactive activities. Visitors can experience traditional showcases, heritage-themed attractions and participate in fun programmes including lucky draws.
In addition, Johor will introduce several new tourism attractions, including Muzium Tokoh, Kompleks Warisan Sultan Abu Bakar, and Kampung Sungai Melayu. These upcoming destinations aim to highlight Johor’s rich history, cultural identity and community-based tourism experiences.
Admission to MATTA Fair is free, and the event will run from 10:00 AM to 9:00 PM daily from Friday to Sunday. Complimentary shuttle services will be provided from KL Sentral and Sunway Putra Mall to MITEC for visitors’ convenience.
Parking facilities are also available at several nearby locations, including MITEC South Entrance Basement, MITI Basement, MATRADE Open Parking, Kompleks Mahkamah Kuala Lumpur Open Parking, The MET Basement, MET 1 Basement and MET 9 Open Parking.
For the latest updates, visit mattafair.org.my or follow MATTA Fair on Facebook, X, TikTok (@mattafair.official) and Telegram (@MATTA_Fair).
To learn more about Johor Pavilion activities, follow @mehlahjohor on Facebook, Instagram, X and TikTok.
