JOHOR BAHRU, Malaysia – The ASEAN Travel Exchange (TRAVEX), the largest annual event in the tourism sector within the ASEAN Tourism Forum (ATF), commenced in Malaysia, urging Member States to support each other’s economic and tourism growth. The event emphasised not only the promotion of individual unique destinations but also the encouragement of travel and investment across the region.
The opening ceremony yesterday was presided over by Datuk Sri Tiong King Sing, Minister of Tourism, Arts, and Culture of Malaysia. It was attended by representatives from ASEAN countries and various relevant tourism organisations.
Ministry of Tourism Deputy Director-General Long Sokha, representing Cambodia, was also at the ceremony and highlighted that the event provided the opportunity for the Kingdom to attract more international tourists from the region.
TRAVEX sessions, a key highlight of the ATF 2025, are taking place over three days from 15 to 17 January 2025, at the Persada Johor International Convention Centre in Johor Bahru.
TRAVEX provides a unique opportunity to establish new business relationships while strengthening existing partnerships, facilitating networking and collaboration within the ASEAN tourism industry. The event plays a vital role in promoting regional tourism growth and fostering international business opportunities.
It serves as a business platform where ASEAN sellers can uniquely engage with and promote their tourism products and services to over 300 potential buyers from across the globe.
In his opening remarks, Tiong emphasised the importance of a united, dynamic, and resilient ASEAN tourism industry, aligning with this year’s ATF theme, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”.
Established in 1981, this annual event seeks to promote Southeast Asia as a cohesive travel destination by uniting tourism ministers, government officials, industry professionals, and media representatives from the 10 ASEAN countries.
“Whatever the conditions of the global order, we ASEAN Member States must support each other’s economic and tourism growth. Not just promote our own unique destinations but also encourage travel and investment across the region. In a collaborative ecosystem, we can amplify the benefits for all,” Tiong said.
Aligned with Malaysia’s ASEAN Chairmanship slogan, “Inclusivity and Sustainability,” and under the broader theme of ATF 2025, this year’s initiatives underscore Malaysia’s role in hosting the event, one of the major events under its ASEAN Chairmanship. These themes reflect the collective commitment to fostering cooperation, innovation, and resilience in the face of challenges within ASEAN.
“By working together, we can shape a thriving and interconnected tourism ecosystem that benefits all member nations,” Tiong added.
The Visit Malaysia 2026 campaign was recently launched to showcase Malaysia’s unique cultural heritage, natural wonders, and diverse attractions. It serves as a call to action for regional and global collaboration, positioning Malaysia as a must-visit destination in the coming years.
At its core, the Visit Malaysia Year 2026 campaign aims to create lasting memories and heartfelt connections, ensuring that every visitor leaves with not only photographs but also memories and stories to cherish for a lifetime.
The event also provided an opportunity to establish new business relationships, foster cooperation in the tourism sector, and strengthen the national-ASEAN tourism partnership through networks of travel agencies and collaborative efforts in the ASEAN tourism sector.
The TRAVEX 2025 tourism exhibition, featuring hundreds of institutions and the participation of media outlets from the region and globe, serves as the world’s largest platform for selling, buying, and promoting Cambodia’s tourism sector regionally and internationally.
In his opening remarks, Onn Hafiz bin Ghazi, Mentri Besar (Chief Minister) of Johor, highlighted the state’s diverse offerings and its commitment to enhancing the tourism sector through significant investments and sustainable practices.
“Our state is also blessed with nature’s gifts and cultural treasures,” said Onn Hafiz, underscoring the memorable culinary experiences and natural beauty of Johor.
With six national parks, serene sandy beaches, and cultural landmarks such as the Royal Abu Bakar Museum, Johor offers a rich tapestry of experiences for adventurers and culture enthusiasts alike. The Mentri Besar revealed that Johor has allocated approximately 115 million Ringgit ($25.5 million) for 2024 and 2025 to enhance tourism products.
Onn Hafiz emphasised Johor’s commitment to learning from neighbouring states like Malacca to ensure the state’s tourism flourishes. “We’re all learning from each other,” he added.
For visitors seeking shopping adventures, Onn Hafiz pointed to the Johor Premium Outlets, known for world-class brands at irresistible prices, inviting guests to “shop till you drop”.
He also took pride in Johor’s dedication to sustainable tourism and innovation, inviting attendees to visit Johor’s pavilion at the ATF.
In addition, Tiong yesterday highlighted that the event recorded participation from 221 sellers showcasing the best of ASEAN tourism, 323 buyers from 42 countries, and 100 international media representatives from 35 countries.
“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,” he stated.
In January 2024, the ASEAN Tourism Forum (ATF) was held in Vientiane, Laos, under the theme “Quality and Responsible Tourism: Sustaining ASEAN’s Future.” The forum attracted 250 international sellers and exhibitors, 126 buyers, and 108 domestic and international media representatives, reflecting the region’s commitment to sustainable tourism practices.
The ASEAN tourism market is expected to maintain its growth trajectory, with projected revenue of USD 30.14 billion by 2024 and an annual growth rate of 5.81% from 2024 to 2029, reaching a market volume of USD 39.96 billion by 2029.
Sokha attended the official opening ceremony alongside delegations from the Ministry of Tourism and 15 Cambodian tour operators. Their participation aimed to promote regional tourism growth, create business opportunities, and showcase Cambodia’s rich tourism potential to a wider international market, particularly within ASEAN.
Sokha said yesterday that through the event, Cambodia hopes to attract more international tourists from the region, highlighting Cambodia’s tourism policy under Prime Minister Hun Manet’s administration.
“It is a great opportunity for us to attract tourists to visit Cambodia,” he said. “There are buyers and sellers from around the world, not only from the ASEAN region, exploring opportunities for business and networking, paving the way for tourism packages.”
The Ministry of Tourism has urged tour operators, the private sector, media outlets, national and international tourists, the general public, and relevant institutions to actively promote and participate in TRAVEX, with the aim of attracting more regional and international visitors to experience “Cambodia – Kingdom of Wonder, Feel the Warmth, Safe, Clean, and Green.”
Yesterday, there were also media briefings from Thailand, Vietnam, the Philippines, and Cambodia, where the countries showcased the potential of tourism in each country, while Singapore, Indonesia, Myanmar, and Malaysia will do their briefings today.
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