Malaysia hosted the ASEAN Tourism Forum (ATF) for the seventh time with the ASEAN Travel Exchange (TRAVEX). ASEAN Tourism Forum Malaysia 2025 was held at Persada Johor International Convention Center between 15-17 January 2025.
Persada Johor International Convention Center, located in the Johor state of Malaysia, hosted the ASEAN Tourism Forum 2025. The forum, opened with representatives from ASEAN member countries, focused on regional cooperation and the development of tourism.
The forum’s opening ceremony began with an impressive show where ASEAN’s leading tourism representatives took to the stage and presented a united front to strengthen Asian tourism. In the speeches made during the ceremony, visitors were promised “surreal experiences” to come to Malaysia in 2026.
The ASEAN Tourism Forum is a major regional cooperation initiative launched in 1981 that promotes Southeast Asia as a single travel destination.Within the scope of the forum, tourism ministers, government officials, private sector representatives and media members came together and looked for ways to maximize the tourism potential of the region.
In particular, the ASEAN Travel Exchange, known as TRAVEX, serves as a business matching platform. On this platform, approximately 100 sellers in the region offer the opportunity to meet more than 300 potential buyers. The ASEAN Tourism Conference lasts for three days and informative discussions and presentations are held during this time.
First day of the forum,Stands were set up to promote regions such as Langhawi, Sarawak, Sabah, Melaka and Kuala Lumpur, which are among the main tourism destinations of Malaysia. At these stands, local hotel chains and other tourism facilities had the chance to establish important collaborations with travel agencies and promote their facilities. These collaborations aim to contribute to the further strengthening of regional tourism.
ASEAN Travel Exchange (TRAVEX) 2025,It served as a critical platform to highlight Malaysia’s tourism during its ASEAN Chairmanship and lead into 2026 Visit Malaysia events. This event offered the opportunity to unite collective efforts to shape the future of regional tourism by building bridges across borders. Ten years later, Malaysia hosted such an event again, following the Sarawak event. Malaysia Aviation Group (MAG) has become the strategic technology partner of Telekom Malaysia Berhad (TM), the official airline ASEAN Tourism Forum Malaysia 2025.
This year’s ASEAN Tourism Forum (ATF) 2025,With the theme “Unity in Action: Shaping ASEAN’s Tourism Future”, he emphasized the collaborative spirit driving regional tourism development. In this way, ASEAN Member States demonstrated their commitment to continue supporting each other’s economic and tourism growth by promoting travel and investment across the region.
323 Buyers from 42 Countries Participated
Malaysian Minister of Tourism, Arts and Culture YB Dato Sri Tiong King Sing said: “It is truly encouraging to see the intense interest in TRAVEX. The event featured a total of 221 vendors, 323 buyers from 42 countries and 100 international media representatives from 35 countries, showcasing the best of ASEAN tourism. This shows that confidence in the ASEAN tourism industry is growing and there is tremendous potential for partnerships. “It offers the opportunity to create a common vision for the future of tourism in the region and increase cooperation opportunities.”
Johor 2026: Stands Out Internationally with Its Historical and Modern Attraction
The selection of Johor as the host position puts Malaysia’s southern gate in an important position internationally. As Johor prepares for Visit Johor Year 2026, it offers visitors a variety of experiences with its unique blend of historical charm and modern attractions. The prestigious Desaru Beach integrated resort and luxury accommodation, the rich biodiversity of Endau-Rompin National Park, Tanjung Piai National Park, the southernmost point of the mainland, LEGOLAND Malaysia and other family-friendly attractions; It opens its doors to visitors, such as the historic Sultan Abu Bakar Mosque, the sparkling Sultan Ibrahim Stadium (JDT Stadium) and other cultural icons. Eleven partner hotels in Johor will host international delegates and make a significant economic contribution to the local hospitality industry.
Full Support to ATF 2025: Johor and Other Regional Tourism Authorities Together
ATF 2025 is fully 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 Has been Increasing the Tourism Attraction of Southeast Asia Since 1981: ASEAN Countries and TRAVEX Come Together for 2025
Founded in 1981, ATF serves as a vital platform showcasing Southeast Asia as a unified travel destination. Tourism ministers, government representatives, companies and media from 10 countries of ASEAN come together here. For more information about TRAVEX 2025, please visit www.atf.travel.
About Tourism Malaysia
Malaysia Tourism Promotion Board (Tourism Malaysia) is an agency operating under the Malaysian Ministry of Tourism, Arts and Culture. Since its establishment, it has undertaken a special mission to promote Malaysia as the preferred tourism destination. It has emerged as a major player on the international tourism scene.
Additionally, Tourism Malaysia actively supports the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), works towards the realization of the 2023-2025 IMT-GT Visit Year and aims to promote the regions as a unified tourism destination. For more information, you can visit Tourism Malaysia’s social media accounts on Facebook, Instagram, X, YouTube and TikTok.
