The ASEAN Tourism Forum (ATF) 2025, hosted in Johor, Malaysia, concluded successfully, showcasing the region’s commitment to fostering collaboration and sustainable growth in the tourism industry.
Held from January 15 to 20, the forum brought together tourism ministers, industry leaders, and professionals from across ASEAN countries, reaffirming the region’s position as a globally attractive travel destination.
The highlight of the forum was TRAVEX (Travel Exchange), which featured over 500 exhibitors, buyers, and international media representatives. The event provided an invaluable platform for participants to network, discuss tourism trends, and promote the diverse offerings of ASEAN member countries.
This year, Johor, a gateway to Malaysia and known for its rich culture and eco-tourism, served as an ideal host. The state took the opportunity to promote its unique attractions, including its stunning islands, national parks, and growing infrastructure for business and leisure tourism. As a prelude to the Visit Malaysia 2026 campaign, ATF 2025 played a pivotal role in spotlighting Johor’s readiness to welcome international tourists.
Sustainability and Collaboration at the Forefront
Throughout the event, sustainability remained a central theme. ASEAN tourism ministers emphasized the importance of balancing tourism growth with environmental preservation and cultural heritage protection. The forum featured discussions on adopting sustainable tourism practices, showcasing green initiatives, and fostering responsible travel across the region.
Participants also highlighted the collective goals outlined in the ASEAN Tourism Strategic Plan 2016–2025, which focuses on enhancing competitiveness, increasing connectivity, and promoting sustainable and inclusive tourism.
Forging Pathways for Regional Cooperation
TRAVEX 2025 facilitated strategic partnerships between ASEAN member countries and global stakeholders. Exhibitors presented innovative travel packages, eco-tourism projects, and cultural experiences that align with global travel trends. Buyers, impressed by the offerings, expressed interest in expanding their collaborations within the ASEAN region.
Johor’s role as host state reflected Malaysia’s growing influence in the ASEAN tourism sector. The state leveraged the event to promote its readiness to accommodate the anticipated influx of tourists during Visit Malaysia 2026.
As ATF 2025 drew to a close, it left a lasting impact on the ASEAN tourism community. The forum strengthened ties among member states, set the stage for sustainable growth, and showcased the region’s resilience in navigating global challenges.
Malaysia’s successful hosting of ATF 2025 not only cemented its role as a key player in the ASEAN tourism sector but also highlighted Johor’s potential as a leading destination in the region. With Visit Malaysia 2026 on the horizon, the event laid a strong foundation for the country to achieve its ambitious tourism goals.
