The upcoming Malaysian Association of Tour and Travel Agents (MATTA) Fair in March 2024 is set to introduce its Sustainable Tourism booth, which will showcase various innovative projects aimed at promoting sustainable practices within the tourism industry.
MATTA president Nigel Wong highlighted the launch of the Green Circle Initiative, a collaborative effort involving key stakeholders from various sectors such as Climate Governance Malaysia, Malaysia Aviation Group (MAG), RHB banking group, Malaysia Digital Economy Corporation (MDEC), government agencies at both federal and state levels, Malaysian Association of Hotels (MAH), Malaysian Association of Convention & Exhibition Organisers & Suppliers (Maceos) and MATTA members.
Wong emphasized the goals of empowering local tourism stakeholders, raising awareness, and contributing to policy discussions with the government regarding the national sustainability agenda and the role of tourism in achieving it.
In addition to the Green Circle Initiative, MATTA has partnered with British wildlife artist Rachel Gray, AmLeisure Group Media, Tourism Perak, and Tourism Selangor to implement projects focusing on conservation of natural resources and enhancing local community livelihoods, demonstrating a commitment to sustainable environmental practices and community well-being.
One notable project is the collaboration with Perak State Parks Corporation at Royal Belum State Park, the second-largest protected area in Peninsular Malaysia.
Tourism Selangor Promotion Manager Khuzaimah Jamaluddin announced that Tourism Selangor will feature the Jungle School Gombak, an empowerment program involving indigenous people in Gombak, at the upcoming MATTA fair.
This initiative aims to raise awareness about indigenous people’s survival skills, rainforest sustainability, and cultural practices, offering the public opportunities to participate in workshops and programs, including a five-level survival course.
Tourism Selangor has been promoting community-based tourism through the Selangor Community Hosts Program, particularly in Sabak Bernam and Kuala Selangor, while managing the Gombak Hulu Langat Geopark, which consists of 31 geoparks in Selangor with a goal of achieving Unesco recognition by 2027.
The 54th edition of the MATTA Fair will take place from March 22 to March 24 at the Malaysia International Trade and Exhibition Centre (Mitec).
Visitors to the Sustainable Tourism booth can expect to learn about various projects and initiatives led by MATTA and its partners, engage in interactive activities, and participate in discussions aimed at promoting sustainability in the tourism industry.
The fair, with free admission, will be open from 10am to 9pm for three days, targeting 150,000 visitors and RM250 million in sales, with complimentary shuttle services provided to Mitec from KL Sentral and Sunway Putra Mall.
MATTA president Wong addressed concerns about visitor turnout during Ramadan, stating that previous fairs during this period did not see significant changes in attendance. The upcoming fair is also expected to maintain visitor numbers, with enhanced facilities at Mitec encouraging visitors to spend more time shopping.
To cater to Muslim visitors during Ramadan, dedicated F&B facilities for “berbuka puasa” and prayer halls will be available throughout the venue.
Other key figures present at the press conference included Tourism Perak CEO Nurmalis Musa, AmLeisure Group Media MD Datuk Ada Poon, Jungle School Gombak Malaysia founder Asst. Prof. Norzalifa Zainal Abidin, and Perak State Parks Corporation Acting Director Lau Chin Fong.
