Kuala lumpur: The Malaysian Association of Tour and Travel Agents (MATTA) has launched TRUST, a new initiative designed to tackle illegal operators and enhance public confidence in the tourism industry. Speaking at a press conference following the MATTA Membership Summit 2026, President Nigel Wong emphasized that the initiative reflects the association's commitment to fostering trust and professionalism within the sector.

According to BERNAMA News Agency, Wong acknowledged the high professionalism within Malaysia's tourism sector but stressed that current threats, such as illegal operators, online scams, and fraud, make it almost impossible for one body alone, namely the government, to regulate and enforce the laws. The event was officiated by Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.

Wong explained that under TRUST, MATTA has developed TravelWatch.ai, an AI-powered reporting platform intended to handle complaints and gather evidence against illegitimate operators. He stated that the system, currently in its proof-of-concept phase, is capable of analyzing large volumes of data, including videos, audio files, receipts, and documents, much faster than traditional manual processes.

In addition to the technological advancements, TRUST aims to educate the public on identifying non-legitimate operators and recognizing warning signs of scams and fraud within the industry. Wong highlighted that the initiative represents MATTA's dedication to fostering a safe, professional, and sustainable tourism industry in collaboration with governmental and industry stakeholders.

The initiative also promotes responsible reporting, informed information-sharing, and greater transparency, while complementing existing enforcement efforts to ensure a more secure tourism environment.