Johor Bahru, Malaysia – The ASEAN Tourism Forum (ATF) 2025 officially commenced in Malaysia, with tourism ministers from across the region coming together to champion the vision of a sustainable, inclusive, and resilient tourism industry.
The event, held in Johor Bahru, has brought together over 1,000 delegates, including tourism ministers, industry leaders, and stakeholders, all focused on shaping the future of tourism in the ASEAN region.
Under the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” ATF 2025 emphasises the critical role of sustainability, innovation, and collaboration in fostering a thriving tourism ecosystem. These pillars are seen as fundamental to ensuring the growth and longevity of tourism in the region.
The opening ceremony on Saturday evening, held at the Persada Johor International Convention Centre, was officiated by Datuk Seri Haji Fadillah bin Haji Yusof, Deputy Prime Minister of Malaysia, along with Datuk Seri Tiong King Sing, Malaysian Minister of Tourism, Arts, and Culture, and Onn Hafiz bin Ghazi, Mentri Besar (Chief Minister) of Johor.
In his opening remarks, Fadillah emphasised that this year’s theme embodies the very essence of the ASEAN spirit, a shared commitment to harmony and progress amid profound changes.
“It speaks to our collective resolve to confront the pressing challenges of our time and build a forward-thinking tourism industry, united by shared purpose and coordinated action. As we navigate the evolving landscape of global travel, the imperative for sustainable and inclusive tourism development within the ASEAN region has never been more critical,” he said.
He explained that, guided by the broader theme of inclusivity and sustainability, Malaysia’s ASEAN Chairmanship brings with it an important obligation to tourism as a transformative force for good, ensuring its benefits extend to all, safeguarding the planet, and preserving the heritage that binds ASEAN nations together.
ASEAN is one of the world’s most dynamic tourism markets, steadily recovering from the challenges of COVID-19. According to the United Nations World Tourism Organization (UNWTO), global tourist arrivals grew by 2% in 2024 compared to 2019, thanks to strong demand, better air connectivity, and the rebound of major ASEAN markets.
Asia is expected to account for 35% of global leisure travel spending, with rapid growth projected in the next 15 years, reinforcing its role as a global leader in tourism and economic growth.
“It is imperative that tourism in post-pandemic Asia must focus not only on recovery, but also on transitioning to a sustainable, quality-driven business model,” Fadillah said. “The region has the potential to lead global efforts by championing decarbonisation in aviation, integrating renewable energy, and advancing innovative tourism approaches such as community-based tourism, ecotourism, and regenerative tourism.”
“These initiatives aim to ensure equitable benefits for local communities while preserving cultural authenticity and protecting the environment,” he added.
While tourism investments are recovering, with Foreign Direct Investment (FDI) in the sector increasing from $1.2 billion in 2022 to $2.8 billion in 2023, this is still far below the pre-pandemic level of $24.5 billion in 2019.
“To address this gap, ASEAN must prioritise quality investments that diversify destinations, redistribute tourist loads, and leverage technology to reduce pressure on existing hotspots. By doing so, ASEAN can position itself as a vital platform for promoting inclusive and well-balanced tourism growth in the region,” Fadillah said.
To further position ASEAN as a single destination of choice and innovation hub, bridging digital infrastructure gaps among Member States is crucial. The Digital Economy Framework Agreement (DEFA) represents a game-changer toward regional integration in areas like cross-border payments, cybersecurity, digital skills, cabinet mobility, and emerging technologies such as AI.
With the ASEAN Digital Economy projected to triple from approximately $300 billion to almost $1 trillion by 2030, the greater adoption of digital technologies and a harmonised regulatory framework are expected to double this value contribution, unlocking more than $2 trillion in the ASEAN Digital Economy and benefiting all major sectors, including travel and tourism.
Cambodia was represented by the Minister of Tourism, Huot Hak, who attended the opening ceremony alongside his counterparts from other ASEAN member states and Timor-Leste.
For his part, Tiong said that this year’s forum is especially significant as Malaysia assumes the role of ASEAN Chairman.
“We celebrate our achievements and highlight the need for teamwork to address challenges and create opportunities in the challenging tourism industry. As we know, we come together this week for discussions, networks, and new ideas,” he said.
He also urged ASEAN members to adopt the spirit of unity, emphasising the importance of working together to build a sustainable, inclusive, and strong future for tourism.
“One day, support our community, protect our heritage, work hand in hand, and position ASEAN as a significant presence on the international stage,” Tiong added.
As part of the pre-ATF activities, the ASEAN Travel Exchange (TRAVEX) sessions were held from January 15 to 17 at the Persada Johor International Convention Centre. TRAVEX serves as a key platform for facilitating business interactions between buyers and sellers in the ASEAN tourism sector, contributing to the region’s growing tourism network.
The ASEAN tourism market is projected to continue its upward trajectory, with revenue expected to reach $30.14 billion by 2024. The market is anticipated to grow at an annual rate of 5.81%, with an estimated market volume of $39.96 billion by 2029.
On the evening of the opening ceremony, Hak also held a meeting with Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association (PATA), for a courtesy call and to discuss potential collaborations. The meeting aimed to strengthen cooperation in Cambodia’s tourism sector and seek PATA’s support in promoting Cambodia’s tourism destinations within PATA’s global network.
Additionally, the Ministry of Tourism expressed interest in PATA’s assistance with information sharing and ongoing collaboration, particularly in relation to tourism trends, market demands, and tourist preferences within Cambodia, ASEAN, and beyond. The Minister emphasised the importance of PATA’s support for capacity-building programmes in areas such as digital tourism, marketing, and promotion to further elevate Cambodia’s tourism offerings.
With its focus on collaboration, capacity-building, and sustainable development, ATF 2025 has laid the groundwork for enhancing ASEAN’s position as a leading global tourism destination.
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