ONE TAIWAN, A MILLION EXPERIENCES

KUALA LUMPUR, 19 AUGUST 2026 — Taiwan is set to take centre stage as the International Favourite Destination at the National MATTA Fair, taking place from 4 to 6 September 2026 at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur. The 59th edition of the fair, organised by the Malaysian Association of Tour and Travel Agents (MATTA), aims to showcase Taiwan’s diverse tourism offerings while continuing to promote inbound and domestic tourism.

The selection comes as travel between Malaysia and Taiwan continues to show strong momentum. Taiwan welcomed a record 8.575 million international visitors in 2025, representing a 9.1% increase year-on-year, with Malaysia emerging as its largest source market in the region by contributing 424,094 visitors. In the same year, more than 390,000 Taiwanese travellers visited Malaysia, highlighting the strong two-way tourism relationship between the two destinations.

MATTA President Nigel Wong said the consistent flow of travellers between Malaysia and Taiwan reflects the healthy growth of both inbound and outbound tourism. He noted that recognising Taiwan as the fair’s International Favourite Destination represents a natural step in strengthening tourism cooperation and creating deeper connections between the two markets.

The Taiwan Tourism Administration Kuala Lumpur Office is also using the event to further strengthen its engagement with Malaysian travellers. Director Abe Chou said Malaysia remains an important and steadily growing source market for Taiwan, with participation in MATTA Fair providing an opportunity to deepen tourism ties and bilateral exchanges.

Under the theme “Taiwan – Waves of Wonder”, the Taiwan Pavilion will showcase the country’s diverse experiences, ranging from cultural attractions and culinary adventures to nature and leisure activities. The Taiwan Tourism Administration has also invited four Malaysian travel agencies to participate in the pavilion and offer Muslim-friendly travel packages, catering to the needs of Malaysian Muslim travellers while supporting the development of Taiwan’s Muslim-friendly tourism segment.

The initiative reflects Taiwan’s growing efforts to appeal to a wider range of Malaysian visitors by offering travel experiences that accommodate different interests and preferences. From exploring local heritage and food culture to discovering natural landscapes and leisure destinations, visitors can gain a broader view of what Taiwan has to offer beyond its well-known attractions.

MATTA Fair September 2026 will occupy 10 exhibition halls spanning more than 40,820 square metres, featuring 2,026 booths from 285 participating companies. The Taiwan Pavilion will be located at Level 3 in the International Hall throughout the three-day event, giving visitors the opportunity to explore the country’s “Waves of Wonder” theme and discover travel deals and experiences.

The fair will be open from 10am to 9pm from Friday to Sunday, with free admission for all visitors. Complimentary shuttle services will also be available from KL Sentral and Sunway Putra Mall to MITEC, while parking facilities will be provided for visitors travelling by car.

With Taiwan’s growing popularity among Malaysian travellers and continued efforts to expand Muslim-friendly tourism offerings, its participation as the International Favourite Destination is expected to further strengthen the tourism relationship between Malaysia and Taiwan. The upcoming MATTA Fair provides an opportunity for travellers to discover new experiences while reinforcing the close people-to-people ties between both destinations.