(Johor Bahru January 18, 2025) Attracting more than 1,000 delegates that included political representatives from the 10 member states and Timor Leste, travel agents, officials from national and regional tourism organizations and media, the Forum has been held annually since 1981. The ASEAN Tourism Forum, that rotates each year, was held in Johor, Malaysia. TRAVEX, that runs concurrently, was attended by 221 sellers showcasing the best of ASEAN tourism, 323 buyers from 42 countries and 100 international media from 35 countries.
YAB Dato Onn Hafiz Bin Gahazi, Chief Minister of Johor (left) Malaysia’s Deputy Prime Minister, Datuk Seri Fadillah Yusof (centre) YB Dato Sri Tiong King Sing, Minister of Arts and Culture (right)
The theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”, was the touch point for many speakers throughout the four-day event that underscores the collaborative spirit driving regional tourism development. ASEAN member states continuously support each other’s economic and tourism growth, encouraging travel alongside investment across the region.
Malaysia’s Deputy Prime Minister, Datuk Seri Fadillah Yusof, in his opening address, raised two themes that were echoed many times throughout the Forum: “Over the next few days, we will explore the trends, challenges, and opportunities that will define the next decade of ASEAN tourism. As we chart this course, two themes emerge as transformative forces shaping the future of our industry – sustainability and technology. Sustainability is no longer an option. It is necessary to meet the expectations of today’s travellers, increasingly conscious of the environmental and cultural footprints they leave behind.”
Datuk Musa called on ATF delegates to unite in shaping the future of ASEAN tourism, stating, “Together, we can harness our collective strength to create a tourism industry that inspires the world while preserving what makes us unique. Let us demonstrate the resilience and innovation of ASEAN as we shape a future defined by sustainability, inclusivity, and shared prosperity.”
With 329 buyers from 41 countries and 221 sellers representing ASEAN member states, the TRAVEX trade exhibition ran from January 15 – 17. The forum also featured ministerial meetings, the ASEAN Tourism Conference and an energetic and colourful opening ceremony on January 18, attended by Malaysia’s Deputy Prime Minister, Datuk Seri Fadillah Yusof, YB Dato Sri Tiong King Sing, Minister of Arts and Culture and YAB Dato Onn Hafiz Bin Gahazi, Chief Minister of Johor.
YB Dato Sri Tiong King Sing emphasized the importance of regional unity in tourism. He advocated for enhanced collaboration among ASEAN nations to develop a robust tourism framework that benefits all member states. Minister Tiong highlighted that cross-border partnerships are crucial for amplifying regional tourism benefits.
YAB Dato Onn Hafiz Bin Gahazi, Chief Minister of Johor noted that Malaysia is “…a land where diversity meets progress and contributes to its rich heritage.” He invited delegates to explore the wonders of Johor, mentioning its six national parks, pristine beaches and the enchanting islands of Mersing. He stressed that Johor is a haven for nature lovers and adventure seekers, and a melting pot of diverse cultures.
YB Dato Sri Tiong King Sing also mentioned Malaysia's ambitious Visit Malaysia 2026 campaign, which aims to showcase the nation's diverse cultural heritage and natural attractions.
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