
The ASEAN Tourism Association (ASEANTA) spearheaded groundbreaking initiatives and partnerships at the ASEAN Tourism Forum 2025 in Johor Bahru, Malaysia, setting new benchmarks for regional tourism.
The ASEAN Tourism Association (ASEANTA) concluded its influential role at the ASEAN Tourism Forum (ATF) 2025, hosted in Johor Bahru, Malaysia. Held in partnership with the Malaysian Association of Tour and Travel Agents (MATTA), the Malaysian Association of Hotels (MAH), and Tourism Malaysia, this year’s forum achieved unprecedented success, highlighted by TRAVEX 2025 and the ASEAN Tourism Conference.
Who, When, and Where:
Led by ASEANTA President Eddy Krismeidi, the forum showcased collaboration across ASEAN Member States, drawing over 320 international buyers from 41 countries, 220 sellers from the region, and 90 international media representatives. TRAVEX 2025 facilitated 10,000 business appointments, emphasizing the growing demand for ASEAN tourism.
Eddy Krismeidi stated, “ATF 2025 demonstrated the power of collaboration in achieving remarkable results for ASEAN tourism. Initiatives such as the ASEAN Explorer Pass, the ASEAN Travel Exchange (ATEX), and the revived ASEANTA Excellence Awards will empower professionals, enhance connectivity, and strengthen the tourism landscape.”
Key Highlights:
- Record Performance at TRAVEX 2025: Over 10,000 business appointments, amplifying partnerships and global collaborations.
- Launch of the ASEAN Explorer Pass: Reviving seamless travel across the region, spearheaded by AirAsia MOVE.
- Inaugural ASEAN Travel Exchange (ATEX): A new B-to-B platform to boost intra-ASEAN travel, debuting in June 2025.
- Workforce Development Partnership: ASEANTA signed an MOU with PT Ganesha Raya Utama to create a matchmaking platform for ASEAN-certified tourism professionals.
- ASEANTA Excellence Awards: Recognised 12 outstanding contributors to ASEAN tourism across diverse categories.
ASEANTA also announced its proposal to collaborate with Philippine organisations for TRAVEX and the ASEAN Tourism Conference at ATF 2026, building on the success of 2025.
Source: ASEANTA