The ASEAN Tourism Forum Commences in Johor

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By:
- Torn Chanritheara
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January 19, 2025, 1:00 PM
JOHOR, Malaysia — The ASEAN Tourism Forum (ATF) 2025 kicked off in Johor on Jan. 18, bringing together tourism ministers, industry leaders and stakeholders from Southeast Asia and beyond, the goal being to boost the region’s sustainable recovery and to foster balance in growth.
Organized annually since 1981, the ATF is an important venue for member countries to promote regional tourism and expand collaboration in a sector that has become one of the region’s most important economic drivers. This year’s theme is Unity in Motion: Shaping Asean’s Tourism Tomorrow.
Malaysia Deputy Prime Minister Fadillah Yusof said during the forum that ASEAN is one of the world’s most dynamic tourism markets, which is steadily recovering from the challenges of the COVID-19 pandemic. He cited the report of the UN World Tourism Organization stating that global tourism grew by 2 percent in 2024 compared to 2019 due to the strong demand, better air connectivity and the rebound of major Asian markets, or ASEAN market.
Speaking during the opening ceremony in Johor on Jan. 18, Fadillah said that ASEAN welcomed over 100 million tourists in 2023, reaching 70 percent of the pre-pandemic levels, and is expected to surpass 130 million arrivals by 2024, marking a full recovery.

“This success reflects ASEAN’s resilience and optimizer in driving tourism forward,” he said, adding that in 2025, the growth will be shaped by flexible visa policies, more flight routes and luxury travel options. ASEAN has focused not only on recovery, but also on transitioning to a sustainable quality-driven business model, he added.
“The region has the potential of global efforts by championing decarbonization in aviation, integrating renewable energy, and advancing tourism innovative approaches such as community-based tourism, eco-tourism and regenerative tourism,” he said, stressing that these initiatives aim to benefit local communities while preserving cultural authenticity and protecting the environment.
Fadillah also pointed out that addressing the challenge of over-tourism is critical to maintaining the balance between tourism growth and public good.
The Action Roadmap for Sustainable Tourism Development in Asean, which was endorsed by the Asean Tourism Ministers in 2024, advocates for multi-sector collaboration involving municipalities, transport systems and private stakeholders to improve infrastructure and enhance livability for both residents and visitors, he said.
ATF 2025 is the first forum to take place since the implementation of the ASEAN Tourism Strategic Plan 2025-2035, which outlines a roadmap to enhance regional cooperation in tourism.
Cambodia’s Minister of Tourism Huot Hak and tourism officials from other ASEAN countries and partners attended the ATF opening ceremony. A Timor-Leste representative was also present as an observer.
According to Cambodia’s Ministry of Tourism, the country will receive ASEAN tourism awards in four categories that are homestay, community-based tourism, public toilet facilities and spa services.
The ATF 2025, which is held from Jan. 15 to 20, also features an extensive exhibition that has attractred more than 1,000 exhibitors from the tourism, hospitality and travel industries. The event is set to showcase innovations in tourism products, services, and technologies.
One of the most anticipated events during ATF is the Travel Exchange (TRAVEX), a platform where tourism professionals from around the world will meet directly with ASEAN's leading travel service providers.
The ASEAN Tourism Minister Meetings and the meeting with dialogue partners are also taking place during ATF.
