ASEAN Tourism Forum 2025 ASEANTA Champions Collaboration and Excellence


ASEAN Tourism Forum 2025
ASEANTA Champions Collaboration and Excellence

Proud to announce key initiatives, including the revival of the ASEANTA Excellence Awards, the ASEAN Explorer Pass and the ASEAN Travel Exchange (ATEX), says ASEANTA president Eddy Krismeidi

 
malaysia

Johor Bahru, January 22, 2025 - The ASEAN Tourism Association (ASEANTA) concluded its pivotal role at the ASEAN Tourism Forum (ATF) 2025, held in Johor Bahru, Malaysia. At this year’s TRAVEX and ASEAN Tourism Conference, ASEANTA partnered with the Malaysian Association of Tour and Travel Agents (MATTA), the Malaysian Association of Hotels (MAH), and Tourism Malaysia, achieving outstanding success and setting new records for regional tourism.

ASEANTA expressed its gratitude to MATTA, MAH, Tourism Malaysia and the Ministry of Tourism, Art and Culture for their collaborative efforts, which showcased the strength of partnerships in driving ASEAN tourism forward. The partnership has reinforced ASEANTA’s position as a key platform for operationalising impactful initiatives that benefit its members and the ASEAN community.

President of ASEANTA, Eddy Krismeidi said:

"ATF 2025 has demonstrated the power of collaboration in achieving remarkable results for ASEAN tourism. The joint efforts of MATTA, MAH and Tourism Malaysia, combined with ASEANTA’s leadership, have set new benchmarks for regional tourism events. We are proud to announce key initiatives, including the revival of the ASEANTA Excellence Awards, the ASEAN Explorer Pass and the ASEAN Travel Exchange (ATEX). These efforts aim to strengthen regional connectivity, empower tourism professionals and enhance the overall ASEAN tourism landscape. As ASEANTA president, my mission is to ensure ASEANTA remains a robust platform for operationalising ASEAN tourism initiatives, creating tangible benefits for both the industry and the people of ASEAN."

TRAVEX 2025: Record-Breaking Performance

TRAVEX 2025 has been recognised as the most successful in its history for:

  • Participation from over 320 international buyers representing 41 countries, including key source markets in Asia, Europe and the Americas.
  • More than 220 sellers showcasing tourism products and services from all ASEAN member States, highlighting the region's diverse offerings.
  • Over 90 international media representatives, providing global coverage and amplifying the visibility of ASEAN as a premier travel destination.
  • A remarkable total of 10,000 business appointments were conducted during the event, facilitating partnerships and fostering intra-ASEAN and global collaborations.
  • The exceptional performance of TRAVEX 2025 reflects the growing demand for ASEAN tourism and the region’s ability to adapt, innovate and thrive in an increasingly competitive global market.

Key Highlights and Decisions

Proposal for TRAVEX and ASEAN Tourism Conference in ATF 2026

ASEANTA will propose to the Philippines the opportunity for ASEANTA to organise TRAVEX and the ASEAN Tourism Conference at ATF 2026 together with its members (PTAA, PHILTOA, and HRAP), building on the successes achieved in 2025.

Partnership to Enhance Tourism Workforce Development

ASEANTA signed a Memorandum of Understanding (MOU) with PT Ganesha Raya Utama to develop a matchmaking platform. This platform will connect ASEAN-certified tourism professionals with industry employers, supporting the Mutual Recognition Arrangement on Tourism Professionals (MRA-TP) and addressing workforce challenges in the post COVID era.

Launch of ASEAN Explorer Pass

The ASEAN Explorer Pass, spearheaded by AirAsia MOVE, will revive the previous ASEAN Pass initiative, facilitating seamless travel across the region. ASEANTA has encouraged other airlines to join this effort to boost connectivity and tourism.

Inaugural ASEAN Travel Exchange (ATEX)

Scheduled for June 19-21, 2025, in Kota Kinabalu, Malaysia, ATEX will serve as a B-to-B platform to promote intra-ASEAN travel and expand ASEAN’s reach to key source markets, including India and China.

Revival of the ASEANTA Excellence Awards

ASEANTA proudly recognised 12 outstanding contributors to ASEAN tourism across various categories. These are:

Best ASEAN Travel Article: AboutAsia Travel

Best ASEAN Tourism Photo: Malaysian National News Agency (BERNAMA)

Best ASEAN Marketing & Promotional Programme: InterContinental Singapore

Best ASEAN New Tourism Attraction: Resorts World Genting

Best ASEAN Airline Programme: Sunlight Air

Best ASEAN Cultural Preservation Effort: LOCCO Malaysia

Best ASEAN Hotel Package: Raffles Hotel

Best ASEAN Cruise Programme: Suka Travel & Tours Sdn Bhd

Best ASEAN Tour Operator: Radiant Tours & Travel

Best ASEAN Eco-Lodge Programme: Borneo Trails Tour & Travel Sdn Bhd

Best ASEAN Sustainability Programme: ParkRoyal Collection

Best ASEAN Convention Centre: Sabah International Convention

Strengthening ASEAN Tourism

The ASEANTA Board reaffirmed its commitment to driving sustainable tourism growth, fostering regional collaboration and addressing key challenges to position ASEAN as a premier global destination.

About ASEANTA

ASEANTA is a non-profit tourism association established on March 31, 1971, comprising members from both public and private tourism sector organisations, such as national travel and hotel associations, airlines and national tourism organisations from ASEAN countries.

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