Malaysia is gearing up to host the ASEAN Tourism Forum (ATF) for the seventh time, featuring its key event, The ASEAN Travel Exchange (TRAVEX). Scheduled for 15-17 January 2025 at the Persada Johor International Convention Centre, TRAVEX 2025 aims to showcase Malaysia’s tourism initiatives during its ASEAN Chairmanship and gear up for Visit Malaysia 2026. The forum offers a vital chance to foster regional collaboration and enhance ties, marking Malaysia’s notable return as host a decade after the event in Sarawak. Malaysia Aviation Group (MAG) and Telekom Malaysia Berhad (TM) will play pivotal roles as the official airline and strategic technology partner, respectively.

Under the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” ATF 2025 highlights the collective effort to drive tourism growth in the region. It emphasizes mutual support among ASEAN Member States to boost economic and tourism sectors, promoting travel and investment throughout the area.

YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia, 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.”

Choosing Johor as the venue strategically shines a spotlight on Malaysia’s southern entry point as it gears up for Visit Johor Year 2026. Johor is celebrated for its rich mix of historical allure and contemporary attractions. It provides myriad experiences from the upscale Desaru Coast resort and the diverse wildlife of Endau-Rompin National Park to Tanjung Piai National Park at Asia’s southernmost tip, and family-centric spots like LEGOLAND Malaysia. Cultural gems like the Sultan Abu Bakar Mosque and the pristine Sultan Ibrahim Stadium are also key highlights. Johor’s eleven partnering hotels will host international delegates, significantly boosting the local economy.

ATF 2025 enjoys robust backing from the Johor state government, along with support from Tourism Selangor, Tourism Perak, the Langkawi Development Authority, Penang Global Tourism, Legoland Malaysia Resort, Tourism Melaka, Sarawak Tourism Board, Sabah Tourism Board, Perodua, and Grab Malaysia, ensuring a comprehensive and collaborative approach to regional tourism.