International Tourism Trade Converges in Johor, Malaysia for ASEAN Tourism Forum 2025
The ASEAN Tourism Forum (ATF) 2025 concluded successfully at the Persada Johor International Convention Centre, solidifying its reputation as a premier platform for tourism collaboration in Southeast Asia. This highly anticipated event brought together over 221 sellers from ASEAN nations, 323 buyers from 42 countries, and 100 international media representatives from 35 countries, underscoring the region’s dynamic and interconnected tourism ecosystem.
The forum was officially inaugurated by Dato Sri Tiong King Sing, Minister of Tourism, Arts, and Culture Malaysia, who welcomed distinguished guests, participants, and representatives from across ASEAN and beyond. In his opening remarks, he emphasized the importance of fostering collaboration, innovation, and resilience to ensure sustainable growth in the region’s tourism industry.
"Through collective efforts, we can amplify the benefits of tourism across our member nations while encouraging regional travel and investment. This platform inspires partnerships that shape a brighter future for global tourism," said Dato Sri Tiong King Sing.
A Commitment to Unity and Sustainability
Themed "Unity in Motion: Shaping ASEAN’s Tourism Tomorrow," ATF 2025 emphasized inclusivity and sustainability under Malaysia’s ASEAN Chairmanship. This theme reflected a collective commitment to fostering cooperation and resilience in the face of global challenges, ensuring a thriving tourism ecosystem for all member nations.
A Platform for Partnerships and Growth
TRAVEX 2025, the business-focused component of ATF, served as a key platform for buyers and sellers to network, exchange ideas, and form meaningful partnerships. The robust participation reflected growing confidence in ASEAN’s tourism potential and highlighted the immense opportunities available within the region.
Malaysia’s role as host aligned with its Visit Malaysia Year 2026 campaign, which aims to showcase the nation’s cultural diversity, natural wonders, and warm hospitality. This campaign seeks to create lasting memories for travelers while positioning Malaysia as a must-visit destination in the region.
Dato Sri Tiong King Sing also highlighted Malaysia’s upcoming milestones, including hosting the World Tourism Day celebrations and the World Tourism Conference 2025 in Melaka, which will further build momentum toward Visit Malaysia Year 2026.
Exploring the Unexplored
One of the standout features of ATF 2025 was the opportunity for hosted buyers and media to explore the lesser-known gems of Malaysia through post-event tours to Sabha, Sarawak, Langkawi, Selangor, Penang and Melaka these tours offered a deeper appreciation of Malaysia’s unique offerings and underscored its commitment to promoting sustainable and inclusive tourism.
Johor in the Spotlight
YAB Dato' Onn Hafiz Ghazi, Chief Minister of Johor, expressed his pride in hosting the event, stating, "Johor’s rich heritage, diverse attractions, and warm hospitality make it the ideal destination to host an event of this magnitude. ATF 2025 has been an incredible opportunity to showcase what Johor has to offer, and we are thrilled to have welcomed so many distinguished guests to our state. This event underscores our commitment to elevating Johor as a key player in ASEAN’s tourism landscape."
The selection of Johor as the host state strategically positioned Malaysia’s southern gateway in the international spotlight. Known for its blend of historic charm and modern attractions, Johor showcased a range of experiences, from family-friendly destinations like LEGOLAND Malaysia to cultural and natural wonders. The state’s vibrant hospitality sector also benefited significantly, with eleven partner hotels accommodating international delegates.
Supported by the Johor state government, Tourism Selangor, Tourism Perak, Langkawi Development Authority (LADA), Penang Global Tourism, Legoland Malaysia Resort, Tourism Melaka, Sarawak Tourism Board, Sabah Tourism Board, Perodua, and Grab Malaysia, ATF 2025 exemplified a collaborative effort to highlight ASEAN as a unified travel destination.
Looking Ahead to the Philippines
As ATF 2025 came to a close, the spotlight shifted to the Philippines, the next host of the ASEAN Tourism Forum in 2026. The Philippines Night, a celebratory event during ATF, offered a glimpse into what participants can expect in the next edition, promising another exciting chapter for ASEAN tourism.
ATF 2025 successfully highlighted Malaysia’s pivotal role in shaping the future of ASEAN tourism. The event not only strengthened regional ties but also showcased the region’s potential as a globally competitive tourism destination. With its conclusion, the stage is set for continued collaboration and growth, with the Philippines ready to take the baton for ATF 2026.
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