VI
EN
Malaysia is hosting the seventh ASEAN Tourism Forum (ATF), with the centerpiece being the ASEAN Tourism Exchange Fair (TRAVEX) from January 15-17, 2025, at the Persada Johor International Convention Centre. This is a crucial opportunity for the country to promote its image and regional tourism direction, while also providing strong impetus for the "Visit Malaysia 2026" campaign.
With the theme "Unified in Motion: Shaping the Future of ASEAN Tourism," the event emphasized the role of sustainability, innovation, and cooperation in building a sustainable tourism ecosystem.
Hosting ATF for the second time in a decade, Malaysia received strategic support from Malaysia Airlines Group (MAG) and Telekom Malaysia Berhad (TM). With the theme "United in Motion: Shaping the Future of ASEAN Tourism," ATF 2025 affirms the spirit of cooperation in sustainable tourism development and regional economic growth.
ATF 2025 affirms the spirit of cooperation in sustainable tourism development and regional economic growth.
Malaysian Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing, stated: "TRAVEX attracted 221 exhibitors, 323 buyers from 42 countries, and over 100 international media representatives. This reflects strong confidence in ASEAN's tourism potential and a willingness to cooperate in shaping a shared future."
The ASEAN Tourism Exchange Fair (TRAVEX) will be held from January 15-17, 2025 at the Persada International Convention Centre in Johor.
Visit Malaysia 2026 Campaign
Through the ATF, Malaysia officially launched its Visit Malaysia 2026 campaign with an ambitious goal: attracting 35.6 million tourists and generating RM147.1 billion in revenue. To achieve this, the government has allocated a record RM550 million budget for promotional activities, including an expanded visa waiver program for Chinese and Indian tourists.
Mohd Amirul Rizal Abdul Rahim, Senior Director of Campaign Advertising, said: "The campaign focuses not only on promotion but also on improving service quality so that tourists want to return. Returning tourists spend more, and this requires us to improve everything from infrastructure to the service experience."
Recognizing its untapped potential, Malaysia aims to expand its market by targeting countries like India, which has a population of 1.4 billion but currently receives only about 1 million visitors annually.
Mr. Mohd Amirul Rizal Abdul Rahim, Senior Director of Campaign Advertising
Sustainable tourism - towards authentic experiences
The ASEAN Tourism Conference, held within the framework of the ATF, focused on issues such as artificial intelligence (AI), sustainability, and the balance between tourism businesses and OTAs.
Malaysia's Deputy Director-General for Tourism, Datuk Musa B. Yusof, emphasized: "Sustainability is no longer an option but a necessity to meet the expectations of modern travelers, who are increasingly concerned about environmental and cultural impacts."
The council promotes sustainability with the participation of experts in the tourism sector.
One proposed initiative is to boost the promotion of lesser-known destinations, aiming for a more balanced distribution of tourists. Justine Vaz, Executive Director of The Habitat Foundation, commented: “Undertourism is a problem in Malaysia, especially in small, peaceful towns. Many new, promising destinations, some even UNESCO-recognized, remain untapped and underdeveloped.”
Meanwhile, overtourism at some destinations, such as Semporna (Sabah), is becoming a major concern. Cher Chua-Lassalvy, co-founder of Batu Batu Resort, emphasizes that creating meaningful tourism experiences must go hand in hand with efforts to maintain ecological balance. Batu Batu has implemented measures to closely monitor the impact of tourist numbers on the ecosystem, thereby flexibly adjusting visitor numbers to protect the environment.
Many traditional handicrafts were also on display at TRAVEX 2025.
Furthermore, talent development in the tourism industry is also a focus, with training programs ranging from customer service to digital marketing and sustainable practices, to meet the rapidly changing demands of the market.
With a clear strategy and the support of international partners, Malaysia is gradually asserting its position as an attractive destination in the ASEAN region, moving towards a future of developed and sustainable tourism.
The atmosphere at TRAVEX is lively.
Malaysia introduced two mascots: Veera (male) and Manja (female), inspired by the Malayan Sun Bear – the nation's iconic symbol – conveying a message of friendliness and sustainability.
