ASEAN Tourism Forum 2025 kicks off in Johor

The ASEAN Tourism Forum 2025 (ATF) officially began in Johor, Malaysia, on January 18 with the theme of “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”.

Deputy Prime Minister of Malaysia, YAB Dato’ Sri Haji Fadillah bin Haji Yusof (centre), presses a button to open the ASEAN Tourism Forum.

The opening ceremony was attended by Deputy Prime Minister of Malaysia, YAB Dato’ Sri Haji Fadillah bin Haji Yusof , Malaysia’s Minister of Tourism, Arts and Culture, YB Dato Sri Tiong King Sing, and Chief Minister of Johor,  YAB Dato’ Onn Hafiz Ghazi, ASEAN tourism ministers, and dialogue partners.
In his opening remarks, Deputy Prime Minister Datuk Seri Fadillah Yusof highlighted ASEAN’s potential to lead global tourism through initiatives focused on decarbonising aviation, integrating renewable energy, and advancing community-based ecotourism and regenerative tourism.
“These initiatives aim to ensure equitable benefits for local communities while preserving cultural authenticity and protecting the environment,” he said.
Mr Fadillah lauded ASEAN’s recovery from the Covid-19 pandemic, noting that Southeast Asia welcomed more than 100 million tourists in 2023, reaching 70 percent of pre-pandemic levels. By 2025, the region is projected to exceed 130 million arrivals, marking a full recovery.
He referenced insights from travel technology leader Amadeus, predicting that by 2040, Asia will account for 35 percent of global leisure travel spending and 50 percent of air passenger growth. Flexible visa policies, expanded flight routes and luxury travel options are expected to be key growth drivers.
However, Mr Fadillah emphasised the need to address over-tourism, ensuring that growth does not compromise the balance between tourism development and public welfare.
The forum served as a launch pad for the upcoming Visit Malaysia 2026 (VM2026) campaign, which aims to position the country as a sustainable and culturally rich destination. The campaign targets 35.6 million international arrivals and tourism receipts of RM147.1 billion.
Johor Chief Minister Datuk Onn Hafiz Ghazi urged ASEAN member states to work collectively to showcase the region’s stunning landscapes, cultural heritage and vibrant communities to travellers worldwide.
The ASEAN Tourism Forum 2025 is a critical platform for fostering regional unity and innovation, setting the stage for a brighter and more sustainable future for the bloc’s tourism sector.

By Times Reporters
 (Latest Update January 21, 2025)