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.
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.”
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.”
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.”
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.
