The ASEAN Tourism Forum (ATF) 2025 is scheduled to take place from January 15 to January 20, 2025, in Johor, Malaysia, under the theme Unity in Motion: Shaping ASEAN’s Tourism Tomorrow.

The main meetings will be hosted at the DoubleTree by Hilton Johor Bahru, which will also be the venue for the ASEAN Travel Awards on the last day of the event.

This initiative, organized in collaboration with the Malaysian Ministry of Tourism, Arts, and Culture and Tourism Malaysia, aims to foster a robust and sustainable tourism industry across the ASEAN region.

The forum seeks to address current challenges and pave the way for a prosperous future, harnessing the collective strengths and shared goals of its member states. It envisions a future where tourists from around the world are enchanted by Southeast Asia’s stunning natural beauty, rich cultural heritage, and inspiring narratives.

To enhance collaboration among travel industry professionals, the concurrent ASEAN Travel Exchange (TRAVEX) will occur, providing a business-focused platform for ASEAN buyers and sellers to interact and explore various destination products and services.

TRAVEX is specifically tailored to facilitate new business partnerships through scheduled appointments, aiming to strengthen regional cooperation.

Since its inception in 1981, the ATF has served as an annual showcase of Southeast Asia as a unified travel destination, bringing together tourism ministers, government officials, corporations, and media representatives from the ten ASEAN nations. The forum features meetings, the TRAVEX trade show, and various conferences centered on themes such as sustainable tourism and digital transformation.