Johor Bahru, Malaysia, January 22, 2025 / TRAVELINDEX / The ASEAN Tourism Association (ASEANTA) concluded its pivotal role at the ASEAN Tourism Forum (ATF) 2025, held in Johor Bahru, Malaysia. This year’s TRAVEX and ASEAN Tourism Conference, ASEANTA partnered with the Malaysian Association of Tour and Travel Agents (MATTA), the Malaysian Association of Hotels (MAH), and Tourism Malaysia, achieved outstanding success, setting new records for regional tourism.

ASEANTA expressed its gratitude to MATTA, MAH, Tourism Malaysia and the Ministry of Tourism, Art and Culture for their collaborative efforts, which showcased the strength of partnerships in driving ASEAN tourism forward. The partnership reinforced ASEANTA’s position as a key platform for operationalizing impactful initiatives that benefit its members and the ASEAN community.

President of ASEANTA, Eddy Krismeidi, remarked:
“ATF 2025 has demonstrated the power of collaboration in achieving remarkable results for ASEAN tourism. The joint efforts of MATTA, MAH, and Tourism Malaysia, combined with ASEANTA’s leadership, have set new benchmarks for regional tourism events. We are proud to announce key initiatives, including the revival of the ASEANTA Excellence Awards, the ASEAN Explorer Pass, and the ASEAN Travel Exchange (ATEX). These efforts aim to strengthen regional connectivity, empower tourism professionals, and enhance the overall ASEAN tourism landscape. As ASEANTA President, my mission is to ensure ASEANTA remains a robust platform for operationalizing ASEAN tourism initiatives, creating tangible benefits for both the industry and the people of ASEAN.”

TRAVEX 2025: Record-Breaking Performance

TRAVEX 2025 has been recognized as the most successful in its history, achieving:

• Participation from over 320 international buyers representing 41 countries, including key source markets in Asia, Europe, and the Americas.
• More than 220 sellers showcasing tourism products and services from all ASEAN Member States, highlighting the region’s diverse offerings.
• Over 90 international media representatives, providing global coverage and amplifying the visibility of ASEAN as a premier travel destination.
• A remarkable total of 10,000 business appointments were conducted during the event, facilitating partnerships and fostering intra-ASEAN and global collaborations.

The exceptional performance of TRAVEX 2025 reflects the growing demand for ASEAN tourism and the region’s ability to adapt, innovate, and thrive in an increasingly competitive global market.

Key Highlights  and Decisions
1. Proposal for TRAVEX and ASEAN Tourism Conference in ATF 2026
ASEANTA will propose to the Philippines the opportunity for ASEANTA to
organize TRAVEX and the ASEAN Tourism Conference at ATF 2026
together with its members (PTAA, PHILTOA, and HRAP), building on the
successes achieved in 2025.
2. Partnership to Enhance Tourism Workforce Development
ASEANTA signed a Memorandum of Understanding (MOU) with PT
Ganesha Raya Utama to develop a matchmaking platform. This platform
will connect ASEAN-certified tourism professionals with industry
employers, supporting the Mutual Recognition Arrangement on Tourism
Professionals (MRA-TP) and addressing workforce challenges in the post COVID era.
3. Launch of the ASEAN Explorer Pass
The ASEAN Explorer Pass, spearheaded by AirAsia MOVE, will revive the previous ASEAN Pass initiative, facilitating seamless travel across the region. ASEANTA has encouraged other airlines to join this effort to boost connectivity and tourism.
4. Inaugural ASEAN Travel Exchange (ATEX) Scheduled for 19-21 June 2025 in Kota Kinabalu, Malaysia, ATEX willserve as a B-to-B platform to promote intra-ASEAN travel and expand ASEAN’s reach to key source markets, including India and China.
5. Revival of the ASEANTA Excellence Awards ASEANTA proudly recognized 12 outstanding contributors to ASEAN tourism across various categories:
• Best ASEAN Travel Article: AboutAsia Travel
• Best ASEAN Tourism Photo: Malaysian National News Agency (BERNAMA)
• Best ASEAN Marketing & Promotional Program: InterContinental Singapore
• Best ASEAN New Tourism Attraction: Resorts World Genting
• Best ASEAN Airline Program: Sunlight Air
• Best ASEAN Cultural Preservation Effort: LOCCO Malaysia
• Best ASEAN Hotel Package: Raffles Hotel
• Best ASEAN Cruise Program: Suka Travel & Tours Sdn Bhd
• Best ASEAN Tour Operator: Radiant Tours & Travel
• Best ASEAN Eco-Lodge Program: Borneo Trails Tour & Travel Sdn Bhd
• Best ASEAN Sustainability Program: ParkRoyal Collection
• Best ASEAN Convention Centre: Sabah International Convention Strengthening ASEAN Tourism for the Future

The ASEANTA Board reaffirmed its commitment to driving sustainable tourism growth, fostering regional collaboration, and addressing key challenges to position ASEAN as a premier global destination.

About ASEANTA
ASEANTA is a non-profit tourism association established on 31 March 1971 comprising members from both public and private tourism sector organisations, such as notional travel associations, national hotel associations, airlines and National Tourism Organisations from ASEAN Countries. ASEANTA is an associated entity of ASEAN recognised under the ASEAN Charter. ASEANTA plays an integral role in shaping travel and tourism development within the ASEAN region inline with the ASEAN Tourism Strategic Plan

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