JOHOR BAHRU, 15 January 2025 – Malaysia is set to host the ASEAN Tourism Forum (ATF) for the seventh time, with its flagship business platform event, The ASEAN Travel Exchange (TRAVEX), poised to draw a big turnout. Taking place from 15-17 January 2025 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. This event provides an invaluable opportunity to build bridges and strengthen ties across borders, aligning our collective efforts for a brighter tourism future. Thus, 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. Hence, 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, 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.”
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 www.atf.travel .
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