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TRAVEX 2025 @ ASEAN Tourism Forum 2025: Uniting ASEAN for a Thriving Tourism Future

Johor Bahru becomes the epicentre of ASEAN’s tourism industry as it hosts the ASEAN Tourism Forum (ATF) 2025, with its flagship business event, TRAVEX, taking place from 15th to 17th January at Persada Johor International Convention Centre.

opening speech by YAB Dato' Onn Hafiz bin Ghazi, Menteri Besar of Johor
opening speech by YAB Dato’ Onn Hafiz bin Ghazi, Menteri Besar of Johor

This marks Malaysia’s seventh time hosting ATF, reinforcing its role as a regional tourism leader. As the nation gears up for Visit Malaysia 2026, the forum presents a key opportunity to showcase its diverse attractions and strengthen collaboration within ASEAN.

speech by YB Dato' Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia
speech by YB Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia

A Theme of Unity and Progress

Under the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” ATF 2025 highlights the shared commitment of ASEAN nations to developing the region’s tourism industry. The event brings together 221 tourism sellers, 323 buyers from 42 countries, and 100 international media representatives from 35 countries, demonstrating strong confidence in ASEAN’s travel sector. This large-scale gathering generates numerous opportunities for partnerships and business growth.

TRAVEX 2025 launch gimmick
TRAVEX 2025 launch gimmick
the ASEAN handshake
the ASEAN handshake

Johor: A Gateway to ASEAN’s Best Experiences

Johor’s selection as the host city underscores its growing prominence in the international tourism landscape. The state offers a rich mix of heritage, nature, and modern attractions, providing delegates with a glimpse of its vast tourism potential.

YB Dato' Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia has fun at the 360 photobooth
YB Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia has fun at the 360 photobooth
YB Dato' Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia visits the Thailand Pavilion
YB Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia visits the Thailand Pavilion

From the luxury of Desaru Coast to the natural beauty of Endau-Rompin National Park, and from the family-friendly fun at LEGOLAND Malaysia to cultural landmarks like Sultan Abu Bakar Mosque, Johor offers an experience like no other.

Strengthening ASEAN’s Tourism Industry

Malaysia’s Minister of Tourism, Arts and Culture, YB Dato Sri Tiong King Sing, emphasises the significance of TRAVEX 2025, stating: “This strong participation highlights the confidence in ASEAN’s tourism sector and the exciting prospects for collaboration. The event paves the way for valuable business engagements and a shared vision for regional tourism.”

YB Dato' Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia poses with the Philippines delegates
YB Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia poses with the Philippines delegates
Ms. Sirinthara Surakanitaya, Director TAT KL, poses with Wira and Manja, the couple mascots for Visit Malaysia Year 2026. They are the Malayan sunbears
Ms. Sirinthara Surakanitaya, Director TAT KL, poses with Wira and Manja, the couple mascots for Visit Malaysia Year 2026. They are the Malayan sunbears

Tourism Malaysia targets RM20 million in sales through TRAVEX 2025, with a strong focus on niche tourism markets such as arts and culture, gastronomy, and adventure experiences. Special interest tourism, including diving and extreme sports, is expected to attract more overnight visitors, boosting the local economy.

Thailand Pavilion
Thailand Pavilion
Cambodia Pavilion
Cambodia Pavilion

Industry Support and Strategic Partnerships

ATF 2025 enjoys strong backing from major industry players, including Malaysia Aviation Group (MAG) as the official airline and Telekom Malaysia Berhad (TM) as the strategic technology partner.

Key supporters also include Tourism Selangor, Tourism Perak, Langkawi Development Authority (LADA), Penang Global Tourism, and several state tourism boards. Their involvement reinforces the significance of this event in shaping ASEAN’s tourism future.

Indonesia Pavilion
Indonesia Pavilion
Desaru Coast Pavilion
Desaru Coast Pavilion

Driving ASEAN Tourism Forward

Since its inception in 1981, ATF has played a vital role in promoting Southeast Asia as a unified travel destination. By bringing together tourism ministers, government representatives, industry leaders, and media from all ten ASEAN nations, TRAVEX 2025 facilitates knowledge exchange, networking, and business deals that propel the region’s tourism sector forward.

ramping up to Visit Malaysia Year 2026
ramping up to Visit Malaysia Year 2026

With Malaysia at the helm, ASEAN’s tourism industry benefits from new opportunities, strengthened partnerships, and increased global visibility. As the region works together towards a more interconnected and sustainable travel landscape, TRAVEX 2025 stands as a pivotal moment in shaping the future of ASEAN tourism.

Event: ASEAN Travel Exchange (TRAVEX) 2025 Opening Ceremony
Venue: Persada Johor International Convention Centre, Johor Bahru
Date: 15th Jan 2025
Time: 9.30am

With love

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