(KPL) The ASEAN Tourism Forum (ATF) 2025 was inaugurated today in Johor Bahru, Malaysia, with the ASEAN Travel Exchange (TRAVEX) taking centre stage.

Under the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” the forum serves as a pivotal platform for regional collaboration, showcasing the collective potential of ASEAN’s tourism industry.

Malaysia’s Minister of Tourism, Arts, and Culture delivered an inspiring speech at the opening ceremony, emphasizing the importance of fostering partnerships among ASEAN member nations. The forum has attracted 221 sellers, 323 buyers from 42 countries, and 100 international media representatives from 35 countries, underscoring the global interest in ASEAN’s tourism offerings.

The Minister highlighted the significance of the Visit Malaysia 2026 campaign, which aims to spotlight Malaysia’s cultural richness, natural beauty, and diverse attractions. This campaign invites global and regional collaboration, positioning Malaysia as a key destination for travellers in the coming years. 

Upcoming highlights include Malaysia hosting the World Tourism Day celebrations and the World Tourism Conference 2025 in Melaka, further enhancing the country’s reputation as a tourism hub.

Aligned with Malaysia’s ASEAN Chairmanship slogan, “Inclusivity and Sustainability,” ATF 2025 aims to inspire innovative ideas, strategic partnerships, and dynamic growth across the region. The TRAVEX marketplace is expected to facilitate fruitful business matches and foster enduring collaborations, paving the way for a vibrant and interconnected tourism ecosystem. 

The forum continues throughout the week, offering opportunities for dialogue, business networking, and knowledge-sharing, reaffirming ASEAN’s commitment to collective progress and resilience in the global tourism landscape.

Mr. Kettasone Sundara, Head of the Tourism Marketing Division, Tourism Promotion Department, Ministry of Information, Culture, and Tourism of Laos, stated in an interview:

"The Lao PDR has sent 15 tourism companies representing various provinces to take part in this event. It is expected that this participation will attract more business opportunities and facilitate the signing of tourism cooperation agreements between Lao tourism companies and ASEAN counterparts and regional partners in the future." 

TRAVEX 2025 also provides opportunities for buyers, sellers, and media teams to explore significant tourist destinations in Malaysia. These include cultural, traditional, and service-based attractions in key locations such as Penang, Selangor, Sarawak, Sabah, and Langkawi.

KPL