JOHOR, MALAYSIA – The ASEAN Tourism Forum (ATF) 2025 kicked off its annual showcase of tourism products across the region and lined up a series of insightful discussions from tourism experts from January 16 to 20 at Persada Johor International Convention Centre in Johor, Malaysia.

With the theme “Unity in Motion: Shaping ASEAN’s Tomorrow,” this yearly event started with TRAVEX 2025, a tourism exchange that gathered over 100 ASEAN exhibitors, highlighting a diverse range of tourism products and services and making them accessible to the global market. It is also a leading platform for learning the latest tourism innovations and insights and promoting ASEAN collaboration.

Over 300 buyers worldwide are expected to bring in sales leads for the region, tapping into tour packages for adventure, culture, and ecotourism, among others.

“Malaysia’s ASEAN championship reaffirms important obligation to tourism as a transformative force of good, ensuring its benefit serves all,” Deputy Prime Minister of Malaysia, YAB Dato’ Sri Haji Fadillah Bin Haji Yusof, said in his speech.
He also underscored the growth of ASEAN Tourism after the COVID-19 pandemic, steadily recovering from its challenges and continuing to move forward. This was made possible with cross-collaboration, improved infrastructure, and technology with more accessible links within the region and with different global regions.
While technology plays a vital role in bettering the countries at SEA, he mentioned that it is high time to protect the environment and further heighten sustainability efforts.

ATF 2025 invited top tourism experts, including Randy Durband, CEO of Global Sustainable Tourism Council (GSTC), and Noor Ahmad, CEO of Pata Giuliana Riitano, Vice President for Asia-Pacific, Agoda, who discussed the industry’s future in terms of sustainability and technology.
Malaysian SMEs were also the highlight in a session with panelists Justine Vaz, Executive Director, The Habitat Foundation, Cher Chua-Lassalvy, Co-founder and Managing Director, Batu Batu Dr Wong Siew Te, CEO and Founder, Bornean Sun Bear Conservation Centre.
Additionally, ATF 2025 conducted talks about AI with Google Malaysia’s Industry Head, Rohan Raghavan, and TikTok’s growing influence in tourism with Amelia Peng I-Mei, Head of Brand Partnerships Malaysia of TikTok.
Tourism Malaysia hosted the ASEAN Tourism Forum 2025. The Philippines will take over the hosting for 2026.