Malaysia will host the seventh ASEAN Tourism Forum (ATF), with the ASEAN Tourism Exchange Fair (TRAVEX) as its main event from 15-17 January 2025 at the Persada Johor International Convention Centre. This is an important opportunity for the country to promote the image and orientation of regional tourism, while creating a strong momentum for the "Visit Malaysia 2026" campaign.
With the theme “Unity in Motion: Shaping the Future of ASEAN Tourism”, the event highlighted the role of sustainability, innovation and cooperation in building a sustainable tourism ecosystem.
Hosting the ATF for the second time in a decade, Malaysia has received strategic support from Malaysia Aviation Group (MAG) and Telekom Malaysia Berhad (TM). With the theme “Unified 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
“TRAVEX attracted 221 exhibitors, 323 buyers from 42 countries, and over 100 international media representatives. This reflects strong confidence in ASEAN tourism potential as well as the willingness to work together to shape a common future,” said Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, Malaysia.
ASEAN Tourism Exchange Fair (TRAVEX) from 15-17 January 2025 at Persada Johor International Convention Centre
Visit Malaysia 2026 Campaign
Through the ATF, Malaysia officially launched the Visit Malaysia 2026 campaign with an ambitious target of attracting 35.6 million tourist arrivals and RM147.1 billion in revenue. To achieve this, the government has allocated a record budget of RM550 million for promotional activities, including an expanded visa exemption program for Chinese and Indian tourists.
“The campaign is not just about promotion, but also about improving the quality of services so that tourists want to come back. Returning tourists spend more, and this requires us to improve everything from infrastructure to service experience,” said Mohd Amirul Rizal Abdul Rahim, Senior Director of Campaign Promotion.
Realizing the untapped potential, Malaysia aims to expand into markets like India, which has a population of 1.4 billion but currently only about 1 million people visit Malaysia each year.
Mr. Mohd Amirul Rizal Abdul Rahim, Senior Director in charge of campaign advertising
Sustainable tourism - towards authentic experiences
The ASEAN Tourism Conference within the framework of ATF focused on issues such as artificial intelligence (AI), sustainability and the balance between tourism businesses and OTAs.
“Sustainability is no longer an option but a must to meet the expectations of modern travellers who are increasingly concerned about environmental and cultural impact,” stressed Tourism Malaysia Deputy Director-General Datuk Musa B. Yusof.
Sustainability Promotion Council with participation from experts in the tourism sector
One of the proposed initiatives is to promote lesser-known destinations to better balance the flow of tourists. Justine Vaz, CEO of The Habitat Foundation, said: “Undertourism is a problem in Malaysia, especially in smaller, sleepy towns. Many new, promising destinations, even UNESCO-listed, remain undiscovered and under-explored.”
Meanwhile, overtourism in some destinations such as Semporna (Sabah) is becoming a major concern. Cher Chua-Lassalvy, co-founder of Batu Batu Resort, stressed that creating meaningful tourism experiences must go hand in hand with efforts to maintain ecological balance. Batu Batu has adopted measures to closely monitor the impact of tourist numbers on the ecosystem, thereby flexibly adjusting the number of visitors to protect the environment.
Many traditional handicraft products are also on display at TRAVEX 2025
In addition, developing talent in the tourism industry is also a focus, with skills training programs ranging from customer service to digital marketing and sustainability practices, to meet the rapidly changing needs of the market.
With a clear strategy and support from international partners, Malaysia is gradually affirming its position as an attractive destination in the ASEAN region, towards a future of sustainable and developed tourism.
Exciting atmosphere at TRAVEX
Malaysia introduces two mascots: Veera (male) and Manja (female), inspired by the Malayan Sun Bear – the national symbol, carrying the message of friendliness and sustainability.
