APU’s School of Global Hospitality and Tourism (SoGHT) experienced the hospitality and tourism industry beyond brochures by visiting MATTA Fair 2024, interacting first-hand with travel agencies, airlines, hotels, and learning about everything from traditional tours to hidden gems and innovative travel trends.

Imagine a wealth of travel options, all under one roof! This is what students from Asia Pacific University of Technology & Innovation’s (APU) School of Global Hospitality and Tourism (SoGHT) experienced during a thrilling trip to the MATTA Fair 2024 at the Malaysia International Trade and Exhibition Centre (MITEC).

The annual Malaysian Association of Tour and Travel Agents (MATTA) Fair is the biggest travel extravaganza in Malaysia. The event is a vibrant melting pot of travel enthusiasts, industry bigwigs, and everything in between.

SoGHT students Rasha I.A. Braika from Saudi Arabia and Ly Hai Cuong from Vietnam, along with their enthusiastic SoGHT Lecturer/Program Leader Dr Lazey Doma Bhutia, were right in the thick of the action.

For Dr Lazey, this was not just a field trip; it was a chance to ignite a passion for tourism in her students.

“We wanted them to experience the industry first-hand,” she shared. “The fair was a sensory feast — a whirlwind of diverse destinations, innovative travel concepts, and unbeatable deals.”

Rasha believes that the inspiration she gained from the MATTA Fair has opened her eyes.

“It was so much more than what we see in textbooks or learned from classroom! We got to explore booths from travel agencies, airlines, and hotels, discovering everything from traditional tours to hidden gems and innovative travel trends,” she said.

The sheer variety of Malaysia’s tourist offerings left her and Hai Cuong pleasantly surprised because they had no idea Malaysia had so many exciting places to explore.

She also thinks that the fair was a goldmine of networking opportunities.

“We meet with many industry professionals — travel agents, tour operators, and tourism representatives,” she added.

For Hai Cuong, “This is a fantastic way to build connections and potentially open doors to internships or even future careers,” he explained, but the learning extended far beyond introductions.

“We honed our communication and customer service skills by interacting with vendors and visitors and these are essential tools for anyone working in tourism.

“It was fascinating to see their marketing strategies in action, along with the latest trends and innovations shaping the tourism landscape.”

The MATTA Fair was not just about collecting brochures and travel deals; it was about igniting a passion for exploration and immersing SoGHT students in the dynamic world of travel.

It was a day filled with inspiration, knowledge, and memories that will undoubtedly fuel their journeys in the exciting world of hospitality and tourism.