As Malaysia hosted the ASEAN Tourism Forum (ATF) for the seventh time, its concurrent ASEAN Travel Exchange (TRAVEX) attracted a significant turnout for 2025.

Held from 15th to 17th January, TRAVEX was attended by 221 sellers and 323 buyers from at least 42 countries.

The event served as a crucial platform which highlighted Malaysia’s tourism during its ASEAN Chairmanship, building momentum towards Visit Malaysia 2026.

Malaysian minister of tourism, arts, and culture Tiong King Sing declared:

“It is heartening to witness such an overwhelming response to TRAVEX, with a total of 221 sellers showcasing the best of ASEAN tourism, 323 buyers from 42 countries, and 100 international media representatives from 35 countries participating in this event.”

Tiong pointed out that the turnout reflects the growing confidence in ASEAN’s tourism industry and immense potential for partnerships, creating countless opportunities for collaboration.

Venue Highlights

The choice of Johor as the venue for this year’s ASEAN Tourism Forum and TRAVEX positioned Malaysia’s southern gateway in the international spotlight.

Known for its unique blend of historic charm and modern attractions, Johor offers visitors diverse experiences, including luxury accommodations and rich biodiversity.

Eleven partner hotels served as a base for international delegates, generating a significant positive economic impact for the local hospitality sector.