Malaysia again takes centre stage in regional tourism as it proudly hosts the ASEAN Tourism Forum (ATF) 2025, featuring its flagship event, the ASEAN Travel Exchange (TRAVEX). Held from January 15 to 17, 2025, at the prestigious Persada Johor International Convention Centre, this landmark gathering sets the tone for a vibrant and collaborative future for ASEAN tourism. With over 221 sellers, 323 buyers from 42 nations, and 100 international media representatives in attendance, TRAVEX 2025 promises to be a game-changer for the industry.
**A Unified Vision: “Unity in Motion”
Under the inspiring theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” TRAVEX 2025 embodies the spirit of collaboration and resilience among ASEAN member states. As host, Malaysia showcases its commitment to fostering a united front in tourism growth, aligning with its ASEAN Chairmanship motto, “Inclusivity and Sustainability.”
Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture, emphasized the importance of this event, stating: *”TRAVEX serves as a vital platform to build bridges and strengthen ties across borders. It reflects our shared vision of a thriving, interconnected tourism ecosystem that benefits all ASEAN nations.”
Explore how Malaysia’s TRAVEX 2025 is uniting ASEAN tourism under the theme ‘Unity in Motion’ and driving sustainable growth for the region.
Momentum Towards Visit Malaysia 2026
TRAVEX 2025 is not just an event; it’s a stepping stone towards the ambitious Visit Malaysia 2026 campaign. Positioned to highlight Malaysia’s cultural heritage, natural beauty, and diverse attractions, the campaign aims to attract high-yield tourists while promoting sustainability. The Malayan Sun Bear, featured as the campaign’s lovable icon, symbolizes inclusivity and the country’s commitment to eco-tourism.
The campaign’s pillars focus on:
- Increasing Tourist Arrivals: Encouraging extended stays and repeat visits.
- Enhancing Spending: Promoting niche tourism experiences.
- Sustainable Development: Empowering local communities and preserving the environment.
In his opening remarks, Dato Sri Tiong King Sing highlighted: *”Visit Malaysia 2026 is about creating lasting memories and heartfelt connections. It’s a call for regional and global collaboration, ensuring every visitor leaves with unforgettable stories.”
Johor Bahru: A Gateway to ASEAN Excellence
The selection of Johor Bahru as the host city further elevates Malaysia’s tourism appeal. Known for its blend of historic charm and modern attractions, Johor offers international delegates access to:
TRAVEX 2025: A Visionary Platform for ASEAN Tourism’s Future.
- The luxurious Desaru Coast integrated resort.
- Endau-Rompin National Park’s rich biodiversity.
- LEGOLAND Malaysia for family-friendly fun.
- Iconic landmarks like Sultan Abu Bakar Mosque and Tanjung Piai National Park are at the southernmost point of mainland Asia.
Eleven partner hotels in Johor have extended warm hospitality to accommodate TRAVEX participants, generating significant economic benefits for the local tourism and hospitality sectors.
ASEAN Collaboration at Its Finest
TRAVEX 2025 is a vital forum for fostering partnerships across the ASEAN region. The event’s impressive turnout underscores the growing confidence in the tourism industry and its immense potential for collaborative growth. With ASEAN’s collective focus on economic and tourism development, TRAVEX is a testament to the region’s resilience and innovative spirit.
Dato Sri Tiong King Sing remarked: *”This year’s theme, ‘Unity in Motion,’ reflects our commitment to promoting unique destinations while encouraging travel and investment across borders. Together, we can amplify the benefits for all.”
Driving Sustainable Tourism Goals
Sustainability is at the core of Malaysia’s vision for TRAVEX and beyond. As part of its ASEAN Chairmanship initiatives, the country has emphasized:
- Reducing tourism’s environmental impact.
- Promoting eco-friendly practices among industry players.
- Enhancing cultural tourism to support local artisans and communities.
These goals align seamlessly with the United Nations Sustainable Development Goals (UNSDG), positioning Malaysia as a global leader in sustainable tourism practices.
Future-Forward Initiatives
TRAVEX 2025 sets the stage for several other high-profile events under Malaysia’s tourism agenda. Key highlights include:
- World Tourism Day Celebrations: A platform to showcase innovative strategies in sustainable travel.
- World Tourism Conference 2025 in Melaka: Bringing together global tourism leaders to discuss emerging trends and opportunities.
Both events aim to build anticipation and momentum for Visit Malaysia 2026, further solidifying the nation’s position as a premier travel destination.
A Message to the Global Tourism Community
As TRAVEX 2025 unfolds, the call to action is clear. ASEAN member states industry leaders and global stakeholders are urged to unite under the shared vision of a dynamic, resilient, and interconnected tourism ecosystem. With its strategic initiatives and unwavering commitment to excellence, Malaysia stands ready to lead the charge toward a brighter future for ASEAN tourism.
Dato Sri Tiong King Sing’s closing remarks encapsulated this sentiment: *”Let us seize this opportunity to forge meaningful partnerships, inspire innovative ideas, and create a future where ASEAN tourism thrives like never before. Together, we can shape a legacy of unity and sustainability for generations to come.”
For more information about TRAVEX 2025 and Malaysia’s tourism initiatives, visit Tourism Malaysia and ATF 2025.
Written by: Soo James
