Tourism Selangor marked its 25th silver jubilee anniversary by hosting the Selangor Travel Fair (STF) 2026 from July 25 to 26, 2026, at Central Market Kuala Lumpur.
Themed “Silver in Motion” to honor 25 years of industry excellence, the two-day event attracted more than 50,000 visitors and featured 40 exhibitors representing various tourism segments, including theme parks, ecotourism, agritourism, heritage, gastronomy, hospitality and recreational attractions.
Key exhibitors included Selangor Fruit Valley, GL Play by Gamuda and i-City Travel.
Total sales generated during the two days exceeded RM150,000, demonstrating the effectiveness of the fair as a tourism promotion platform and a catalyst for the growth of Selangor’s tourism economy.
The fair promoted Selangor as Malaysia’s top tourist destination and drove momentum for the Visit Selangor Year 2026 (VSY2026) campaign to hit a target of 9 million visitors, alongside Visit Malaysia Year 2026.
State Local Government and Tourism Committee chairman Dato’ Ng Suee Lim highlighted the importance of Selangor Tourism Fair in strengthening tourism promotion efforts and boosting visitor confidence in the diverse tourism offerings available throughout the state.
“Selangor Travel Fair is an important platform to strengthen tourism promotion efforts, showcase the diverse experiences available in Selangor and further reinforce the state’s position as the most visited destination in Malaysia.
“This initiative reflects our ongoing commitment towards achieving the target of nine million tourists in conjunction with Visit Selangor Year 2026,” he said at the launch of Selangor Travel Fair 2026 at Central Market on July 25, 2026.
The milestone event highlighted a quarter-century of regional destination growth, key partnerships, and ongoing campaigns for Visit Selangor Year 2026 that have elevated Selangor’s tourism profile both domestically and internationally.
Meanwhile, Tourism Selangor chief executive officer Chua Yee Ling said the Silver in Motion theme highlights 25 years of growth and ongoing push for a more sustainable, innovative and competitive tourism ecosystem.
“Over the past 25 years, Tourism Selangor has worked closely with industry players and strategic partners to develop tourism products, organise high-impact events and promote Selangor’s unique offerings.
“As we celebrate this milestone, our focus remains on shaping the future of Selangor tourism and delivering meaningful experiences to both domestic and international visitors,” she said.
The third edition of STF 2026 debuted the “Surprising Selangor Kan Ada” mashup theme song and music video, which combines campaigns for international and domestic markets.
The music video reflects Tourism Selangor’s 25-year journey in developing the state’s tourism industry while celebrating the spirit of unity and employee dedication.
The public can watch the music video on Tourism Selangor’s official YouTube channel.
The fair featured cultural dance showcases, traditional music, creative workshops, videography sessions, free health screenings under the medical tourism segment, interactive tourism experiences, live podcasts and exclusive travel promotions.
The event was further enlivened by performances from local artistes, including Wani Kayrie, Mohsein Kush, Puteri Haffira (Ella Junior), Hussain Jamalulhayat, Mamat Exists and Kumpulan Bob Sentuhan.
Among the key highlights was the launch of the Selangor Sketch-Stop book, a collaborative project between Tourism Selangor and local illustrators Ann Jaafar, Baihaqi Ismail and Ichie Imran.
The fair also featured various exhibitions, demonstrations and family-friendly tourism-related activities.
Key partners and sponsors which contributed to the success of the event included Farm Fresh, AVIS Budget Malaysia, FAMSY, Tourism Malaysia Central Region, Perbadanan Adat Melayu dan Warisan Negeri Selangor (PADAT), Media Selangor, Batik Air and Sinemalis Studio.
