Malaysia takes centre stage as it assumed the ASEAN Chairmanship in 2025, marking a pivotal year for regional leadership and collaboration. The much-anticipated ASEAN Tourism Forum (ATF) 2025 is one of the year's flagship events, scheduled from 15 to 20 January 2025 in Johor Bahru, Johor. With the theme “Unity in Motion, Shaping ASEAN Tourism Tomorrow,” the ATF serves a critical platform for advancing sustainable and inclusive tourism throughout Southeast Asia.
Malaysia’s ASEAN Chairmanship in 2025: Leading with a purpose
Malaysia’s role as the ASEAN Chair in 2025 comes at a time of renewed focus on the future of tourism and broader regional collaboration. The chairmanship theme, “Sustainability and Inclusivity,” encapsulates our commitment to fostering a more resilient and equitable ASEAN Community. As the Chair, Malaysia will focus on ensuring that growth is environmentally sustainable and socially inclusive, integrating these values across economic and social initiatives.
The ASEAN region has emerged as one of the world’s most dynamic tourism markets, but it also faces challenges ranging from climate change to the need for digital transformation. Under Malaysia’s stewardship, ASEAN will work to balance economic development with environmental stewardship and social equity, ensuring that tourism remains a driving force for prosperity and cohesion across Member States.
Unity in motion, shaping ASEAN tourism tomorrow
The ASEAN Tourism Forum 2025 theme, “Unity in Motion, Shaping ASEAN Tourism Tomorrow,” beckons Member States and stakeholders to collaborate proactively in reshaping the region’s tourism landscape. It emphasises the need for coordinated efforts to address evolving challenges and seize new opportunities for sustainable growth. The “unity in motion” concept signifies the physical and cultural connectivity between ASEAN nations and the dynamic forward momentum that will shape the future of the ASEAN tourism ecosystem.
This theme resonates deeply with Malaysia’s vision of a resilient and future-proof tourism sector as it is aligned with the National Tourism Policy 2020-2030. It calls for strategic partnerships, innovative thinking, and the collective motivation to make ASEAN a leader in sustainable and inclusive tourism practices. From embracing digitalisation to enhancing disaster resilience and preserving cultural heritage, the ATF has adopted a comprehensive agenda to lay the groundwork for a successful tourism future.
A week of strategic engagement
The recently concluded ATF 2025 convened tourism ministers, heads of national tourism organisations (NTOs), industry players, stakeholders from across the ASEAN region, dialogue partners, and beyond.
The event was hosted in Johor Bahru, a state that blends cultural richness, modern attractions, and natural wonders. Hosting the ATF in Johor Bahru was a strategic decision that underscored Malaysia’s dedication to developing emerging tourism hubs beyond its capital, Kuala Lumpur. Johor Bahru, known for its modern infrastructure, rich heritage, and vibrant culinary scene, exemplifies the country’s multifaceted appeal. The state’s attractions, from the pristine beaches of Desaru Coast to the bustling streets of Johor Bahru, reflect Malaysia’s broader tourism ambitions as it gears up for Visit Malaysia Year 2026.
The ATF 2025 was an engaging and impactful week, featuring a blend of high-level policy discussions and business-oriented sessions. It included the following activities:
- Tourism Ministerial and NTO meetings
Tourism ministers and NTO heads from all ASEAN Member States; country dialogue partners such as China, Japan, Korea, India, and Russia; and international tourism bodies gathered to discuss policy frameworks, share insights on best practices, and explore new ways to strengthen regional tourism cooperation. - TRAVEX at Persada Johor
The Travel Exchange (TRAVEX), held at Persada Johor International Convention Centre, attracted 323 buyers, 221 sellers, 221 exhibitors, and 100 media representatives from the region and globally. - ASEAN Tourism Awards Ceremony
At the ASEAN Tourism Standards Awards Ceremony held on 20 January 2025, 30 establishments in the region were honoured with the 5th ASEAN Homestay Award; 41 communities received the 4th ASEAN Community-Based Tourism (CBT) Award; 41 venues were recognised with the 3rd ASEAN Public Toilet Award; and 42 establishments were awarded the 3rd ASEAN Spa Services Award. - ASEAN Tourism Conference (ATC)
Running concurrently with TRAVEX, the ASEAN Tourism Conference featured thought leaders and industry experts who shared their perspectives on emerging trends focusing on sustainability and inclusivity in tourism practices. The discussions also included digital marketing and smart tourism solutions, as well as strategies for enhancing climate resilience, with ATC providing participants with actionable insights to shape their future endeavours.
Building ASEAN’s tourism future together
The ASEAN Tourism Forum 2025 catalysed regional tourism cooperation, reinforcing the principles of sustainability and inclusivity that Malaysia champions in its chairmanship. As ASEAN looks toward the future, the forum urged Member States to work together, creating a tourism ecosystem that is robust, innovative, and united in motion. From leveraging technology to preserving cultural and natural heritage, ATF 2025 has undoubtedly shaped the strategies that would carry ASEAN tourism into a prosperous and sustainable tomorrow.
The ATF 2025 is a testament to the power of unity and shared vision in an era of rapid change. It reminds us that through collaboration, ASEAN can navigate challenges and emerge stronger, ensuring that tourism continues to be a force for positive economic and social transformation.
