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| (Image Source: GMA News Online/Tourism Malaysia) |
The ASEAN Travel Forum (ATF) 2025, currently being held in Johor, Malaysia until January 20th, is a pivotal platform for fostering regional collaboration and charting a sustainable future for ASEAN tourism. Themed “UNITY IN MOTION: SHAPING ASEAN’S TOURISM TOMORROW”, the event emphasized the collective efforts of member states to navigate the evolving travel landscape and build a robust and resilient tourism industry. The forum’s discussions and initiatives are expected to lead to increased tourism revenue, job creation, and a more competitive regional tourism sector.
This annual gathering, founded in 1981, is a pivotal platform for Southeast Asian nations to advance their tourism sectors collectively. The event, hosted by the Ministry of Tourism, Arts, and Culture of Malaysia with Tourism Malaysia as principal sponsor, brought together tourism ministers, government officials, industry leaders, and media from across the ASEAN region. The Ministry of Tourism, Arts, and Culture of Malaysia and Tourism Malaysia extended a warm and heartfelt welcome to all delegates and provided comprehensive administrative notes and logistical support to ensure a smooth and successful visit, demonstrating their commitment to the comfort and convenience of the attendees. ATF 2025 emphasized the importance of collaborative efforts to navigate the evolving global travel landscape. Through a series of meetings, the TRAVEX trade show, and insightful conferences, the forum explored key themes such as sustainable tourism and the digital transformation of the travel industry. The event started with an official opening ceremony last January 15th where dignitaries and industry leaders gathered to celebrate ASEAN’s significance in global tourism. Attendees then participated in informative media briefings hosted by various National Tourism Organizations (NTOs), providing valuable updates on travel trends and destinations across Southeast Asia.
TRAVEX, a dynamic B2B platform connecting travel buyers and sellers worldwide, is a key highlight of the forum on its second and third days. This platform facilitated valuable networking opportunities, allowing attendees to forge new partnerships, explore innovative travel products and services, and negotiate lucrative deals. Concurrent with these meetings, thought-provoking conferences explored critical industry topics including sustainable tourism, the impact of artificial intelligence, and the role of online travel agencies (OTAs). During these days, the Philippines is actively participating in the said forum, showcasing its diverse offerings to a global audience. The Tourism Promotions Board (TPB) Philippines, led by its Chief Operating Officer Maria Margarita Montemayor Nograles, and the Department of Tourism (DOT) lead the charge, highlighting the country’s world-class tourism experiences. Joining the TPB COO are 17 esteemed representatives from the country’s vibrant tourism sector including prominent travel agencies such as Salton Travel and Tours Corporation and Luxure Holidays Inc., renowned hotel chains like Novotel Manila Araneta City and The Manila Hotel, and Philippine Airlines, the country’s flag carrier.
Beyond the core program, ATF 2025 offered a rich and diverse cultural experience, providing a glimpse into the vibrant tapestry of the region. For instance, the Philippines, through Tourism Promotions Board (TPB) hosted a special dinner reception at the Renaissance Johor Bahru Hotel, showcasing captivating performances by Filipino cultural groups including Acapellago and Sindaw Performing Arts Group, showcasing the country's rich artistic heritage, and a delectable menu curated by renowned chef Don Baldosano, offering a feast for the senses blending traditional Filipino flavors with modern Asian cuisine. ATF 2025 served as a powerful reminder of the vital role of collaboration and innovation in shaping the future of ASEAN tourism. By fostering strong partnerships and embracing sustainable practices, the region can continue to thrive as a leading global travel destination. For the Philippines, ATF 2025 presents a crucial opportunity to solidify its position as a must-visit destination for global travelers. By actively engaging with industry stakeholders and showcasing its unique blend of natural beauty, cultural richness, and warm hospitality, the Philippines aims to inspire travelers to explore its diverse offerings, from the pristine beaches of Boracay to the historic streets of Intramuros, and contribute to the continued growth of ASEAN tourism.
