The annual ASEAN Travel Forum (ATF) is a pivotal platform for the Association of Southeast Asian Nations (ASEAN) to elevate regional tourism collectively. This year’s theme, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” underscores the imperative for collaborative efforts among member states to navigate the evolving global travel landscape.
The event’s first day kicked off with the official opening ceremony, where dignitaries and industry leaders will gather to celebrate the region’s importance in tourism. Following the ceremony, attendees can participate in media briefings hosted by various National Tourism Organizations (NTOs). These briefings are a golden opportunity to get the latest updates on travel trends and destinations in Southeast Asia.
Days 2 and 3 are dedicated to TRAVEX, a dynamic business-to-business platform that connects travel buyers and sellers worldwide. Here, attendees can forge new partnerships, explore new travel products and services, and negotiate deals. In between appointment sessions, attendees can attend thought-provoking conferences on various topics, including sustainable tourism, the impact of artificial intelligence on travel, and the role of online travel agencies (OTAs) in the industry.
TRAVEX facilitates crucial business-to-business meetings, enabling tourism professionals to forge new connections and explore growth opportunities within the ASEAN region and beyond.
During these days, the Philippines will actively participate in ATF 2025, showcasing its diverse offerings to a global audience. The Tourism Promotions Board (TPB) Philippines, led by its Chief Operating Officer, Maria Margarita Montemayor Nograles, and the Department of Tourism (DOT), will lead the charge, highlighting the country’s world-class tourism experiences.
Joining the TPB COO are 17 esteemed representatives from the country’s vibrant tourism sector, including prominent travel agencies such as Salton Travel and Tours Corporation and Luxure Holidays Inc., renowned hotel chains like Novotel Manila Araneta City and The Manila Hotel, and Philippine Airlines, the country’s flag carrier.
Beyond showcasing its diverse tourism offerings, the Philippines will actively participate in discussions on key industry challenges, including sustainable tourism practices and technology integration within the travel sector.
To further strengthen ASEAN unity, the TPB will host a special dinner reception on January 16th at the Renaissance Johor Bahru Hotel. This elegant affair will feature captivating performances by Filipino cultural groups, including Acapellago and Sindaw Performing Arts Group, showcasing the country’s rich artistic heritage. Renowned Filipino chef Don Baldosano will curate a delectable menu, blending traditional Filipino flavors with modern Asian cuisine.
ATF 2025 presents a crucial opportunity for the Philippines to solidify its position as a must-visit destination for global travelers. By actively engaging with industry stakeholders and showcasing its unique blend of natural beauty, cultural richness, and warm hospitality, the Philippines aims to inspire travelers to explore its diverse offerings, from the pristine beaches of Boracay to the historic streets of Intramuros, and contribute to the continued growth of ASEAN tourism.