(KPL)The ASEAN Tourism Forum 2025 (ATF) officially opened onJan 18 in Johor, Malaysia under the theme "Unity in Motion: ShapingASEAN's Tourism Tomorrow."
The opening ceremony was attended by Malaysian Deputy Prime Minister YAB Dato' Sri Haji Fadillah bin Haji Yusof, Chief Minister of Johor Datuk Onn Hafiz Ghazi, Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing, ASEAN tourism ministers, and dialogue partners.

In his opening remarks, Deputy Prime Minister Datuk Seri Fadillah Yusof highlighted ASEAN's potential to lead global tourism through initiatives focused on decarbonizing aviation, integrating renewable energy, and advancing community-based, ecotourism, and regenerative tourism.
“These initiatives aim to ensure equitable benefits for local communities while preserving cultural authenticity and protecting the environment,” he said.

Deputy Prime Mister Fadillah lauded ASEAN’s recovery from the COVID-19 pandemic, noting that Southeast Asia welcomed over 100 million tourists in 2023, reaching 70% of pre-pandemic levels. By 2025, the region is projected to exceed 130 million arrivals, marking a full recovery.

He also referenced insights from travel technology leader Amadeus, predicting that by 2040, Asia will account for 35% of global leisure travel spending and 50% of air passenger growth. Flexible visa policies, expanded flight routes, and luxury travel options are expected to be key growth drivers.

However, Fadillah emphasized the need to address over-tourism, ensuring that growth does not compromise the balance between tourism development and public welfare.
The forum served as a launchpad for the upcoming Visit Malaysia 2026 (VM2026) campaign, which aims to position Malaysia as a sustainable and culturally rich destination. The campaign targets 35.6 million international arrivals and tourism receipts of RM147.1 billion.
Johor Chief Minister Datuk Onn Hafiz Ghazi urged ASEAN member nations to work collectively to showcase the region's stunning landscapes, cultural heritage, and vibrant communities to travelers worldwide.

The ASEAN Tourism Forum 2025 stands as a critical platform for fostering regional unity and innovation, setting the stage for a brighter and more sustainable future for ASEAN's tourism sector.

KPL