The Ministry of Tourism, Arts, and Culture Malaysia proudly announces the return of the ASEAN Tourism Forum (ATF) for the seventh time, with its flagship business platform, The ASEAN Travel Exchange (TRAVEX). This highly anticipated event will take place from 15th to 20th January 2025 in Johor Bahru, setting the stage for a transformative discussion on the future of tourism in Southeast Asia.
Since its inception in 1981, the ASEAN Tourism Forum (ATF) has showcased Southeast Asia as a leading travel destination, uniting tourism leaders and stakeholders from all 10 ASEAN nations to foster partnerships and drive industry growth. This year’s ATF will convene key figures, including tourism ministers, heads of national tourism organisations (NTOs), industry leaders, dialogue partners, media representatives and main stakeholders from across ASEAN and beyond to advance innovation, sustainability, and competitiveness in ASEAN tourism.
With the inspiring theme, “Unity in Motion, Shaping ASEAN Tourism Tomorrow,” ATF 2025 promises to be a pivotal platform for championing sustainable, resilient, inclusive, and forward-looking tourism across the ASEAN region. This theme underscores the need for collaborative action, uniting ASEAN Member States, dialogue partners, and stakeholders in navigating the evolving challenges and harnessing emerging opportunities in the tourism landscape.
The concept of “Unity in Motion” represents the physical and cultural connectivity that binds ASEAN nations, symbolizing the dynamic progress and shared vision to redefine the region’s tourism ecosystem for a sustainable future. This resonates deeply with Malaysia’s National Tourism Policy 2020-2030, which envisions a resilient, inclusive, and digitally advanced tourism sector.
As one of the world’s most vibrant tourism regions, ASEAN continues to attract global attention while addressing critical issues such as climate change, digital transformation, and sustainable growth. Under Malaysia’s stewardship, ATF 2025 will emphasize balancing economic growth, environmental sustainability, and social equity to position ASEAN as a global leader in tourism innovation and sustainability.
ATF 2025’s agenda will be centered on key priorities and interconnected goals, such as developing an integrated ASEAN brand, represents a significant opportunity to position our region as a premier global destination, enhancing cross-border collaboration, particularly on travel policies, joint tourism infrastructure projects, and exchange of best practices, and building resilience and sustainable tourism, focusing on disaster preparedness, diversifying tourism offerings, and empowering global partnerships.
ATF 2025 is made possible with the robust support of key partners, including 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, Telekom Malaysia and Grab Malaysia.
