Johor Bahru, Malaysia, January 16, 2025: The seventh ASEAN Tourism Forum (ATF) has begun in Johor, Malaysia. The much anticipated flagship business platform event, The ASEAN Travel Exchange (TRAVEX), that kickstarted on Januay 15, 2025 is poised to draw a big turnout. Taking place from January 15-17 at the Persada Johor International Convention Centre, TRAVEX 2025 will serve as a crucial platform to highlight Malaysia’s tourism during its ASEAN Chairmanship and build momentum towards Visit Malaysia 2026.
Importance of TRAVEX
This event provides an invaluable opportunity to build bridges and strengthen ties across borders, aligning ASEAN's collective efforts for a brighter tourism future. This marks Malaysia’s return as host after a decade following the Sarawak edition, with both Malaysia Aviation Group (MAG) and Telekom Malaysia Berhad (TM) being the official airline and strategic technology partner. Themed “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow", this year’s ATF 2025 underscores the collaborative spirit driving regional tourism development.
Opening Day
The event began with an opening ceremony on January 15, with the Malaysian Minister of Tourism, Arts and Culture, YB Dato Sri Tiong King Sing gracing the event and addressing a gathering of media personnel and travel buyers from various parts of the world. Over 200 sellers are showcasing their products and services in this event. Nearly 300 buyers from 42 countries have been invited to this event, along with 100 media representatives from 35 countries.
Addressing the participants and media in his opening speech, the Minister said, "Whatever the conditions of the global order, we ASEAN Member States must support each other’s economic and tourism growth. Not just promote our own unique destinations but also encourage travel and investment across the region. In a collaborative ecosystem, we can amplify the benefits for all."
He added that the Visit Malaysia 2026 campaign showcases Malaysia's unique cultural heritage, natural wonders, and diverse attractions. At its core, he added, the campaign about creating lasting memories for a lifetime. He also announced that the World Tourism Conference 2025 at Melaka will set the stage for Visit Malaysia 2026.
ASEAN Member States will continuously support each other’s economic and tourism growth, both encouraging travel alongside investment across the region. YB Dato Sri Tiong King Sing stated: “It is heartening to witness such an overwhelming response to TRAVEX, with a total of 221 sellers showcasing the best of ASEAN tourism, 323 buyers from 42 countries, and 100 international media representatives from 35 countries participating in this event. This reflects the growing confidence in ASEAN’s tourism industry and the immense potential for partnerships, creating countless opportunities for collaboration and fostering a shared vision for the future of tourism in our region.”
While the tourism agents and companies as well as hoteliers were interacting in one to one meetings, the media was given briefings by members states on the first day. Thailand, Singapore, Vietnam and Cambodia gave their media briefings on Day 1 of the event. The first day's lunch was hosted by the Malaysian Aviation Group. Interactions between the tourism representative agents, hotels and tour companies continued into day two on January 16.
Why Johor Bahru
The selection of Johor as the host strategically positions Malaysia’s southern gateway in the international spotlight as the state prepares for Visit Johor Year 2026. Known for its unique blend of historic charm and modern attractions, Johor offers visitors access to diverse experiences, including the prestigious Desaru Coast integrated resort with its luxury accommodations; the rich biodiversity of Endau-Rompin National Park; Tanjung Piai National Park, the southernmost point of mainland Asia; LEGOLAND Malaysia and other family-friendly attractions; and the historic Sultan Abu Bakar Mosque, the pristine Sultan Ibrahim Stadium (JDT Stadium) and other cultural landmarks.
Eleven partner hotels in Johor will accommodate the international delegates, generating a significant positive economic impact for the local hospitality sector. ATF 2025 is fully supported by 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, and Grab Malaysia.
Founded in 1981, the ATF serves as a vital platform showcasing Southeast Asia as a unified travel destination, bringing together ministers of tourism, government representatives, corporations, and media from the 10 ASEAN nations. For more information about TRAVEX 2025, please visit atrtravel website.
DAY 1 in Photos
About Tourism Malaysia
Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene. The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG). Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Twitter (X), YouTube, and TikTok.
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