Malaysian Association Of Tour And Travel

What Malaysian Association Of Tour And Travel does

Malaysian Association of Tour and Travel Agents (MATTA) is the national trade association representing approximately 3,000 travel agencies and tour operators across Malaysia, founded in 1975 and headquartered in Kuala Lumpur. Its core function is to serve as the collective voice and operational infrastructure for the Malaysian outbound and inbound travel industry, with formal recognition under Malaysia's Tourism Industry Act 1992 and endorsement from the Ministry of Tourism, Arts and Culture (MOTAC).

MATTA's primary commercial engine is the biannual MATTA Fair held at MITEC Kuala Lumpur, which has scaled to record scale (2,051 booths, 332 organizations from 25 countries at April 2026) and holds a Malaysia Book of Records distinction. The fair functions as the association's flagship revenue event, monetizing exhibitor booths, NTO/STO pavilion sponsorships, and airline/banking sponsorships. Complementary revenue streams include annual membership dues from member agencies, training programs via MATTA Academy, and the MATTA Online marketplace built in collaboration with Fusionex.

The association has expanded into adjacent verticals through the MATTA Muslim Friendly Travel Fair and an adventure tourism partnership with BASE Malaysia, while pursuing digital ecosystem expansion via partnerships with MyTravelKaki/PMJ AI. It also operates a TRUST consumer protection initiative and a charitable arm, MATTA Cares. With 11-50 employees, MATTA operates as a lean industry body whose competitive position rests on regulatory standing, member distribution reach, and decades of brand equity rather than proprietary technology.

Name

Malaysian Association Of Tour And Travel

Legal name

Malaysian Association of Tour and Travel Agents

Website

https://matta.org.my

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

MATTA is the national trade association representing ~3,000 Malaysian travel agencies and tour operators, founded in 1975. It generates revenue primarily through biannual MATTA Fairs, membership dues, and the MATTA Online marketplace, with formal recognition under Malaysia's Tourism Industry Act.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. MATTA Fair Exhibition and Event Revenue: MATTA organises and operates MATTA Fair, Malaysia's largest consumer travel fair, held bi-annually at MITEC Kuala Lumpur. Revenue is generated through exhibitor booth fees, sponsorships from airlines, banks, tourism boards, and ancillary activations such as the Buyers' Contest and Spin & Win campaigns. The Fair features hundreds of exhibitors including travel agents, tour operators, hotels, theme parks, NTOs, and STOs.
2. MATTA Membership Subscriptions: MATTA derives revenue from membership fees paid by approximately 3,000 travel agency and tour operator members across Malaysia. Members receive access to the members portal, directory listings, participation rights at MATTA Fair, and representation/advocacy services from the association.
3. MATTA Online Digital Marketplace: AI-powered online platform (MATTA Online) enabling travel agents and tour operators to list and sell travel packages digitally. The platform targets 16.29 million Malaysian consumers and a global audience, with over 150 registered travel agents and 300+ unique packages at launch.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

MATTA is a national trade association representing approximately 3,000 licensed travel agencies and tour operators in Malaysia. Its core offerings are MATTA Fair (a biannual consumer travel fair at MITEC Kuala Lumpur) and MATTA Online (an AI-powered digital travel marketplace), supported by the TRUST consumer protection system, the MESTI sustainability initiative, and industry advocacy services. The association also provides regulatory representation to MOTAC and organizes events such as the MATTA Muslim Friendly Travel Fair.

Product overview

The Malaysian Association of Tour and Travel Agents (MATTA) operates primarily as an industry association representing travel agents and tour operators in Malaysia. Its core products include MATTA Fair, the largest biannual consumer travel fair in Malaysia, and MATTA Online, an AI-powered online travel marketplace. Supporting offerings include the TRUST consumer protection system, the MESTI sustainability initiative, the MyTravelKaki digital booking platform, and Umrah services. These products collectively serve to promote travel, support member businesses, protect consumers, and advance sustainable tourism practices across Malaysia.

Differentiator

Problem solved

Functional benefit

Brands

• MATTA Fair: Malaysia's largest consumer travel fair organized by MATTA, held bi-annually at MITEC Kuala Lumpur
• MESTI (MATTA Eco & Sustainable Tourism Initiative)
• MATTA Online
• TRUST
• MATTA Muslim Friendly Travel Fair

Products and services

• MATTA Fair Biannual consumer travel fair event held at MITEC Kuala Lumpur, recognised as Malaysia's largest consumer travel fair. Showcases thousands of booths featuring domestic and international travel packages, tourism organisations, hotels, theme parks, and travel services, with free admission to over 180,000 visitors. Serves both travel agent exhibitors (B2B) and consumer travelers (B2C).
• MATTA Online
• MATTA Trade Association Membership
• TRUST Consumer Protection System Consumer protection verification system that helps travellers identify legitimate MATTA member travel agents and tour operators, strengthening consumer confidence and raising industry professionalism standards.
• MESTI Eco & Sustainable Tourism Initiative Program promoting sustainable tourism practices across Malaysia, featuring a dedicated MESTI Pavilion at MATTA Fair showcasing eco-friendly tourism offerings from participating organisations.
• MATTA Muslim Friendly Travel Fair Travel fair focused on Muslim-friendly tourism destinations and services, including Umrah and Hajj pilgrimage packages offered by licensed MATTA member travel agents operating under MOTAC regulations.

Quantifiable outcome

• MATTA Fair March 2023 generated RM300 million in total sales with 180,000+ visitors across 3 days
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core, major and minor.

• PMJ AI Sdn Bhd (MyTravelKaki)coreTechnology or Integration · 4 April 2026MATTA signed an MOU with PMJ AI Sdn Bhd, developer of the MyTravelKaki platform, on 4 April 2026 at MATTA Fair April 2026. The partnership aims to drive digital transformation in the tourism industry by enhancing the visibility, accessibility, and online booking potential of travel packages offered by MATTA members. Both parties will explore development of a digital booking ecosystem including a mobile application, strengthen digital marketing capabilities, and encourage technology adoption among MATTA members.
• BASE MalaysiacoreStrategic or Co-development Partner · 3 April 2026MATTA signed an MOU with BASE Malaysia on 3 April 2026 at MATTA Fair April 2026 to formalise a strategic partnership for adventure tourism. The collaboration aims to position Malaysia as a leading destination for adventure tourism, combining MATTA's extensive tourism network with BASE Malaysia's expertise in extreme sports and BASE jumping. Key activities include organising and promoting the World Base Cup 2026 at Menara 118 and Bazaar MATTA at Stadium Merdeka, both scheduled for August-September 2026. The MOU is effective until 31 December 2026.
• Macao Government Tourism OfficemajorGTM or Marketing Partner · 26 March 2026Macao was featured as the International Favourite Destination at MATTA Fair April 2026, showcasing its tourism offerings to Malaysian consumers through the MATTA Fair platform. Macao's participation was part of the fair's focus on international destinations.
• RHB Bank BerhadmajorGTM or Marketing Partner · 17 March 2026RHB Bank serves as the Official Bank Partner for MATTA Fair April 2026, providing convenience and value to the overall travel planning experience for fair visitors. RHB Bank has been a longstanding partner, also serving as Exclusive Platinum Sponsor for MATTA Fair September 2025.
• Islamic Tourism Centre (ITC)majorStrategic or Co-development Partner · 26 November 2025MATTA collaborated with ITC in November 2025 to lead a week-long European Representative Familiarisation (FAM) Trip titled 'A Muslim Friendly Voyage of Discovery,' introducing Malaysia's Muslim-friendly tourism offerings to European markets.
• Malaysia Aviation Group (MAG)coreGTM or Marketing Partner · 19 February 2024MATTA and Malaysia Aviation Group (MAG) solidified their longstanding alliance with a 2-year MOU (till 2025) naming MAG as the Official Airline Partner and Premier Sponsor for MATTA Fair events. MAG supports MATTA Fair Buyers Contest with prize air tickets, provides exclusive fares to participating travel agents, conducts cross-promotions across MAG assets, and supports MATTA State Chapters. MAG's subsidiaries include Malaysia Airlines, Firefly, AMAL, MASwings, Enrich, and Journify.
• FusionexcoreTechnology or Integration · 22 June 2022MATTA partnered with Fusionex, Malaysia's largest data technology company, to develop MATTA Online, an AI-powered online travel marketplace. Fusionex provided the technology infrastructure for the platform, leveraging its expertise in analytics, big data, machine learning, and artificial intelligence. The platform aimed to serve SME travel agents with limited resources.
• Tourism Malaysia, Penang Global Tourism, Malaysia Aviation GroupminorGTM or Marketing Partner · 22 June 2022Supported the launch of MATTA Online platform in June 2022 alongside technology partner Fusionex.
• Visit Malaysia 2026majorGTM or Marketing PartnerVisit Malaysia 2026 is a Strategic Partner for MATTA Fair April 2026, aligning with Malaysia's national tourism priorities and target for significant growth in international arrivals and tourism receipts.
• Sabah Tourism BoardmajorGTM or Marketing PartnerSabah Tourism Board has been featured as Malaysia's Favourite Destination at multiple MATTA Fairs (September 2025 and April 2026), promoting Sabah's natural beauty, cultural richness, and sustainable tourism offerings. At the April 2025 Fair, Sabah recorded RM4.5 million in sales, a 46% increase year-over-year.
• Tourism Malaysia / Ministry of Tourism, Arts and Culture Malaysia (MOTAC)majorGTM or Marketing PartnerMATTA works closely with MOTAC as its endorsing body and collaborates on initiatives including Visit Malaysia 2026. MATTA also supports MOTAC's enforcement efforts against unlicensed tourism operators under the Tourism Industry Act 1992.
• Royal Caribbean InternationalminorGTM or Marketing PartnerRoyal Caribbean International served as Cruise Partner for MATTA Fair events, offering cruise travel packages to MATTA Fair visitors as part of the broader travel product offering at the fair.
• AmLeisure MediaminorGTM or Marketing PartnerAmLeisure Media served as Media Partner for MATTA Fair events, supporting coverage and promotion of the travel fair across media channels.
• Johor State GovernmentmajorGTM or Marketing PartnerJohor State Government was featured as Malaysia's Favourite Destination at MATTA Fair April 2026. The state channelled over RM143.84 million into upgrading tourism infrastructure, public facilities, and accessibility since 2025, targeting 12 million visitors under Visit Johor 2026, with 25 million foreign visitor movements recorded in 2025.
• Tourism PhilippinesminorGTM or Marketing PartnerTourism Philippines served as Gold Sponsor for MATTA Fair, participating as a featured destination partner for international tourism promotion.
• Tourism PerakminorGTM or Marketing PartnerTourism Perak was featured as Malaysia's Featured Destination at MATTA Fair, occupying one-fifth of the domestic hall floor area and being the largest exhibitor in the domestic section at the March 2023 Fair.
• Taiwan TourismminorGTM or Marketing PartnerTaiwan Tourism was featured as Asia's Featured Destination at MATTA Fair, promoting Taiwanese travel experiences to Malaysian consumers.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• American Society of Travel Advisors (ASTA): The premier US trade association for travel advisors with a comparable member-based model, advocacy role, and event-driven engagement. Closely analogous in representing travel agent interests and providing industry representation.
• Japan Association of Travel Agents (JATA): Major Japanese travel industry association representing travel agencies with similar advocacy, fair/exhibition organisation, and industry representation functions in a developed Asian outbound market.
• Association of British Travel Agents (ABTA): UK travel association representing tour operators and travel agents with comparable membership, consumer protection scheme (similar to MATTA's TRUST initiative), and industry advocacy focus.
• Association of Thai Travel Agents (ATTA): Thai national travel agent association serving a similar Southeast Asian market with comparable structure representing travel agencies and tour operators. Closely aligned with MATTA's regional role and member-focused model.
• Travel Agents Association of India (TAAI): India's national travel agent trade association with a similar member-based structure, advocacy role, and representation of outbound and inbound tour operators. Directly comparable in market function and constituency.

Others

• Society of Incentive & Travel Executives (SITE): Global association for the incentive travel industry. Adjacent to MATTA in serving travel professionals and corporate travel buyers, though focused specifically on incentive and motivational travel.
• Cruise Lines International Association (CLIA): Global cruise industry trade body whose members (e.g. Royal Caribbean) participate as cruise partners in MATTA Fair. Adjacent trade association in the broader travel ecosystem with similar advocacy and event functions.
• SKAL International: Global professional organisation of tourism leaders with networking and advocacy focus. Adjacent to MATTA in serving tourism professionals, though structured as a member networking organisation rather than a trade association.

Broad incumbents

• Pacific Asia Travel Association (PATA): Asia-Pacific regional tourism body with broader scope including destinations and government tourism boards. Overlaps with MATTA in representing tourism industry interests across the Asia-Pacific region.
• ECTAA (European Travel Agents' and Tour Operators' Association): Broader European umbrella organisation for national travel agent associations. MATTA leadership engages with ECTAA at semi-annual meetings, indicating direct relationship and structural comparability at the supranational level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCyO2AODn6ASK9wAoXsVIGMg
• Facebookfacebook.com/MATTAHQ
• Instagraminstagram.com/mattafair.official
• TikToktiktok.com/@mattafair.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Malaysian Association Of Tour And Travel