The ASEAN Tourism Forum (ATF) 2025 got into full swing in Johor Bahru, Malaysia, bringing together over 1,000 delegates from across the globe. Held at the Persada Johor International Convention Centre from 15–20 January under the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”, the event promises bold discussions and transformative action.
Datuk Musa B. Yusof emphasised sustainability and technology as crucial for ASEAN tourism's future, urging collaboration to create a resilient, inclusive, and globally inspiring industry. Photo Credit: Travel Weekly Asia
In his keynote address, Datuk Musa B. Yusof, Deputy Director General, said, “Over the next few days, we will explore the trends, challenges, and opportunities that will define the next decade of ASEAN tourism. As we chart this course, two themes emerge as transformative forces shaping the future of our industry – sustainability and technology.”
Malaysia Pavilion at ATF 2025. Photo Credit: Travel Weekly Asia
He added, “Sustainability is no longer an option. It is necessary to meet the expectations of today’s travellers, increasingly conscious of the environmental and cultural footprints they leave behind.”
From left at ATC 2025: Nigel Wong, president, MATTA; Noor Ahmad, CEO, PATA; Giuliana Riitano, vice president, Asia-Pacific, Agoda; Randy Durband, CEO, GSTC Photo Credit: Travel Weekly Asia
Datuk Musa called on ATF delegates to unite in shaping the future of ASEAN tourism, stating, “Together, we can harness our collective strength to create a tourism industry that inspires the world while preserving what makes us unique. Let us demonstrate the resilience and innovation of ASEAN as we shape a future defined by sustainability, inclusivity, and shared prosperity.”
Tiong King Sing, Minister of Tourism, Arts and Culture, on a walkabout at ATF 2025. Photo Credit: Travel Weekly Asia
With 329 buyers from 41 countries and 221 sellers representing ASEAN member states, the TRAVEX trade exhibition (15–17 January) is already buzzing with activity.
The forum also features ministerial meetings, the ASEAN Tourism Conference, and a grand opening ceremony on 18 January, led by Malaysia’s Deputy Prime Minister, Datuk Seri Fadillah Yusof.
ASEANTA TRAVEX Hosted Buyers' Night at Amari Hotel. Photo Credit: Travel Weekly Asia