The ASEAN Travel Forum (ATF) 2025, held in Johor, Malaysia, from January 15th to 20th, is a pivotal platform for fostering regional collaboration and charting a sustainable future for ASEAN tourism. Themed “UNITY IN MOTION: SHAPING ASEAN’S TOURISM TOMORROW,” the event emphasized the collective efforts of member states to navigate the evolving travel landscape and build a robust and resilient tourism industry. The forum’s discussions and initiatives are expected to lead to increased tourism revenue, job creation, and a more competitive regional tourism sector.
This annual gathering, founded in 1981, is a pivotal platform for Southeast Asian nations to advance their tourism sectors collectively. The event, hosted by the Ministry of Tourism, Arts, and Culture of Malaysia with Tourism Malaysia as a principal sponsor, brought together tourism ministers, government officials, industry leaders, and media from across the ASEAN region.
The Ministry of Tourism, Arts, and Culture of Malaysia and Tourism Malaysia extended a warm and heartfelt welcome to all delegates. They provided comprehensive administrative notes and logistical support to ensure a smooth and successful visit, demonstrating their commitment to the comfort and convenience of the attendees.
ATF 2025 emphasized the importance of collaborative efforts to navigate the evolving global travel landscape. Through a series of meetings, the TRAVEX trade show, and insightful conferences, the forum explored key themes such as sustainable tourism and the digital transformation of the travel industry.
The event started with an official opening ceremony on January 15, where dignitaries and industry leaders gathered to celebrate ASEAN’s significance in global tourism. Following this, attendees participated in informative media briefings hosted by various National Tourism Organizations (NTOs), providing valuable updates on travel trends and destinations across Southeast Asia.
TRAVEX, a dynamic B2B platform connecting travel buyers and sellers worldwide, will be a key highlight of the forum on its second and third days. This platform facilitated valuable networking opportunities, allowing attendees to forge new partnerships, explore innovative travel products and services, and negotiate lucrative deals. Concurrent with these meetings, thought-provoking conferences explored critical industry topics, including sustainable tourism, the impact of artificial intelligence, and the role of online travel agencies (OTAs).
Beyond the core program, ATF 2025 offered a rich and diverse cultural experience, providing a glimpse into the vibrant tapestry of the region. For instance, the Philippines hosted a special dinner reception, showcasing captivating performances by Filipino cultural groups and a delectable menu curated by renowned chef Don Baldosano, offering a feast for the senses.
ATF 2025 served as a powerful reminder of the vital role of collaboration and innovation in shaping the future of ASEAN tourism. By fostering strong partnerships and embracing sustainable practices, the region can continue to thrive as a leading global travel destination.