ASEAN nations converge in Johor for ATF 2025
The ASEAN Tourism Forum (ATF) 2025 is energising Johor from Jan 15 to 20. The event is organised by the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) and Tourism Malaysia, in collaboration with the Johor State Government, with Telekom Malaysia as its strategic technology partner and Malaysia Airlines as well as Firefly as official airlines partners.
Founded in 1981, the ASEAN Tourism Forum (ATF) is an annual event that positions Southeast Asia as a unified travel destination. It gathers tourism ministers, government representatives, corporations, and media from the 10 ASEAN nations. This year, under the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” the forum emphasises collaboration among ASEAN nations to build a tourism industry that is both robust and sustainable, addressing current challenges and paving the way for shared prosperity.
A key component of ATF is the ASEAN Travel Exchange (TRAVEX), which kicked off on Jan 15 and will run until Jan 17 at the Persada Johor International Convention Centre in Johor Bahru. Its opening ceremony on the morning of Jan 15 was officiated by Malaysia’s Minister of Tourism, Arts, and Culture, Dato Sri Tiong King Sing, witnessed by Johor’s Menteri Besar, Dato' Onn bin Hafiz Ghazi, Secretary-General of MOTAC, Datuk Wira Roslan Bin Tan Sri Abdul Rahman, and Director General of Tourism Malaysia, Datuk Manoharan Periasamy. TRAVEX is a platform for ASEAN buyers and sellers to connect, share ideas, and establish business partnerships through pre-scheduled appointments. It brings together 221 sellers showcasing the best of ASEAN tourism, as well as 323 buyers from 42 countries, and 100 international media representatives from 35 countries.
The Malaysia Pavilion at TRAVEX, part of the ASEAN Tourism Forum 2025, held in Johor.
A standout feature at TRAVEX is the Malaysia Pavilion, where 125 travel and tourism organisations are on display. Tourism Malaysia takes prominence here, with its recently-launched Visit Malaysia 2026 campaign visuals enveloping the space, reminding visitors of the incredible experiences that await them. A pair of loveable sun bear mascots for the campaign can be seen making their rounds throughout the venue, pausing momentarily for those who come up to them for some wefies at the event.
Visit Malaysia 2026 sun bear mascots at TRAVEX.
Tourism offices from Johor, Langkawi, Selangor, Perak, Sarawak, Sabah, and many others each showcase their unique attractions and experiences at TRAVEX, providing options that suit different preferences.
Langkawi Development Authority booth at the Malaysia Pavilion.
The theme is integrated across the venue, even throughout the Marketplace, where visitors to the forum looking for unique experiences or souvenirs to bring back home can find a diverse range of products, from local food items to artisanal handicrafts, as well as live crafts-making demonstrations.
Apart from the quintessential Malaysia Pavilion, TRAVEX also showcases country pavilions that include Thailand, the Philippines, Cambodia, Indonesia, Vietnam, and Laos, just to name a few.
The ASEAN Tourism Conference (ATC), another key component of ATF, provides a platform for meaningful dialogue on trends and challenges that are shaping the tourism industry. This year’s discussions focus on topics such as sustainability, artificial intelligence, and the influence of social media platforms like TikTok.
Key topics include:
Charting Tourism for ASEAN: Trends Defining the Next Decade
Artificial Intelligence: The Next Frontier for Tourism
TikTok’s Influence on Travel: Innovation and Impact
Friend or Foe? Navigating the Role of OTAs in the Industry
There are also workshops such as “A Practical Guide to Sustainable Tourism” and “Generative AI: Fuelling the Next Wave of Growth for Tourism” that offer hands-on insights for attendees.
This year’s ATC boasts an impressive line-up of speakers, including Dr. Jong Woo Kang from the Asian Development Bank, Randy Durband from the Global Sustainable Tourism Council, and TikTok Malaysia’s Amelia Peng I-Mei. Their perspectives promise to inspire fresh approaches to ASEAN tourism.
National tourism offices from across ASEAN – including Vietnam, Thailand, Indonesia, and the Philippines – are also hosting media briefings where they spotlight their respective up-to-the-minute travel initiatives and offerings.
TRAVEX will conclude on Jan 17 while the ASEAN Tourism Forum 2025 itself ends on Jan 20. Kudos to MOTAC, Tourism Malaysia and the Johor Government on the successful hosting of ATF 2025.
