ASEAN TOURISM FORUM (ATF) 2025
The Ministry of Tourism, Arts, and Culture Malaysia (MOTAC) proudly announces the successful conclusion of the ASEAN Tourism Forum (ATF) 2025, held from 15 to 20 January 2025 in Johor, Malaysia. With the theme "Unity in Motion, Shaping ASEAN Tourism Tomorrow," the forum showcased ASEAN’s collective commitment to fostering sustainable,inclusive, and resilient tourism while enhancing regional collaboration and global partnerships.The ATF 2025 brought together tourism ministers, heads of National Tourism Organizations (NTOs), industry leaders, and stakeholders from the ASEAN Member States and dialogue partners, including China, Japan,Korea, India, and Russia. Key events included the 28th Meeting of ASEAN Tourism Ministers and related meetings held from 19 to 20 January 2025 and the 61st ASEAN NTOs Meeting and related meetings held from 16 to 17 January 2025 at the DoubleTree by Hilton Johor Bahru Hotel.
These high-level discussions focused on strategies to strengthen regional tourism frameworks, enhance resilience, and advance shared priorities. Key outcomes include:
i. Status Review of the ASEAN Tourism Strategic Plan (ATSP) 2016-2025
ii. Development of the ASEAN Tourism Sectoral Plan Post-2025
iii. Standardization of ASEAN Tourism Performance Metrics
iv. Proposal to Establish an ASEAN-Australia Tourism Mechanism
v. Development of ASEAN Tourism Outlook Towards 2030
ATF 2025 was officiated by the Deputy Prime Minister, YAB Dato’ Sri Fadillah bin Haji Yusof, and attended by the Chief Minister of Johor, YAB Dato’ Onn Hafiz bin Ghazi, during the Opening Ceremony on 18 January 2025 at Persada Johor.
A key highlight of ATF 2025 was the Travel Exchange (TRAVEX), held at Persada Johor International Convention Centre. TRAVEX attracted 323 buyers, 221 sellers, 221 exhibitors, and 100 media representatives from the region and beyond. This dynamic marketplace facilitated the showcasing of ASEAN’s diverse tourism offerings, enabling participants to forge new partnerships and reinforce existing collaborations, thereby promoting the region as a premier global tourism destination.
Running concurrently, ASEAN Tourism Conference (ATC) provided valuable insights through expert-led discussions on emerging tourism trends. These included sustainable tourism practices, digital marketing, smart tourism, and climate resilience strategies. The ATC empowered over 250 participants—comprising policymakers, industry leaders, and academics—with actionable knowledge to shape the future of ASEAN tourism. At the ASEAN Tourism Standards Awards Ceremony held on 20 January 2025, 30 establishments were honoured with the 5th ASEAN Homestay Award, 41 communities received the 4th ASEAN Community-Based Tourism (CBT) Award, 41 venues earned recognition with the 3rd ASEAN Public Toilet Award, and 42 establishments were presented with the 3rd ASEAN Spa Services Award.
As the ASEAN Chair in 2025, Malaysia leveraged this platform to advance its vision of a sustainable, inclusive, and resilient tourism industry. The ASEAN Tourism Forum (ATF) 2025 served as a catalyst for innovation,collaboration, and regional tourism growth, reinforcing ASEAN's status as a unified and globally recognized tourism destination. Looking ahead, the Philippines will take over the ASEAN Chairmanship in 2026, with Cebu set to host the next ASEAN Tourism Forum. Building on the momentum generated by ATF 2025, the Philippines aims to further strengthen the region’s global prominence in tourism.
Corporate Communications Unit
MINISTRY OF TOURISM, ARTS AND CULTURE
Tel: 03-8000 8000 Fax: 03-88917181
Website: www.motac.gov.my
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