The ASEAN Tourism Forum (ATF) 2025 is set to shine as a landmark event in the tourism calendar, offering an incredible platform for professionals, stakeholders and adventure seekers to connect, learn and explore the vibrant tourism landscape of Southeast Asia held last January 15 to January 20, 2025, in the bustling city of Johor Bahru, Malaysia, the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow” encapsulates the spirit of this year’s gathering. As a proud representative of JuanPhilippines.com, I am excited to delve into the activities designed to enhance knowledge-sharing and foster collaboration among participants.
The ATF 2025 is packed with engaging events that cater to all aspects of the tourism industry.
Here’s what I experienced on each day:
Day 1
January 15, 2025: Kickoff Day
The opening day will set the tone for the entire forum. The TRAVEX (Travel Exchange) begins with an opening ceremony at Persada Johor Convention, where dignitaries and industry leaders will address participants. Media briefings showcase insights from national tourism organizations (NTOs) like Thailand, Vietnam,Philippines, Laos and Cambodia deepening understanding of regional destinations.
The day culminates with a special ASEANTA TRAVEX Hosted Buyers Night, an exclusive networking opportunity for industry professionals to forge meaningful connections that drive tourism growth in the region.
Day 2
January 16, 2025: Delving into Trends and Innovations
Day two continues with more TRAVEX appointment sessions, allowing buyers and sellers to meet and negotiate directly. NTOs from Singapore, Indonesia, Myanmar and Malaysia offer additional media briefings, further illuminating underrepresented markets.
- The Author at the ATF Venue
As the day progresses, open workshops focusing on sustainable tourism practices are conducted. Attendees seeking to leverage contemporary methods and technologies to promote eco-friendly travel would find these sessions particularly beneficial.
The day wraps up with a festive Philippines TRAVEX Dinner, where Filipino culinary delights take center stage. Alongside cultural music and dances that provide a sensory experience to the audience.
Day 3
January 17, 2025: Insights and Collaboration
On the third day, participants visited the ROYAL ABU BAKAR Museum. It is one of the oldest buildings in Johor and formerly the Grand Palace of the Sultan in Johor. Participants were able to partake on a JDT Stadium Tour, showcasing the region’s sports tourism potential.
The ASEAN Tourism Conference will run alongside, presenting discussions on intellectual property’s role in shaping the tourism sector. This is especially pertinent for ASEAN countries keen to protect their cultural heritage while promoting tourism.
January 18 & 19, 2025: Exploration and Partnerships
The forum concludes with a unique opportunity for hosted buyers and media to embark on a City Tour of Johor Bahru. A visit to Legoland and the Johor Premium Outlet not only provides entertainment but also illustrate the diverse offerings of Malaysia, making it an attractive destination for family-oriented travelers.
On the final evening, the official dinner serves as a grand closure for the ATF, integrating participants’ experiences into a shared celebration.
Why ATF 2025 Matters for Travelers and Industry Players
The significance of the ASEAN Tourism Forum cannot be overstated. In an era where sustainable practices and conscious travel are paramount, this forum serves as a crucial catalyst for cooperation among ASEAN nations. Travel enthusiasts can gain first hand exposure to the innovative offerings and sustainable practices being implemented across Southeast Asia, enabling them to make informed travel choices.
For industry professionals, ATF 2025 allows them to network with other market leaders, enhance their industry knowledge through workshops, and align their strategies with emerging trends in tourism.
As JuanPhilippines.com emphasizes, exploring the intricate tapestry of Southeast Asia offers travelers a plethora of experiences—from nature adventures to cultural immersions. Attending ATF 2025 will solidify the Philippines’ standing in this narrative, showcasing its unique travel offerings while promoting regional solidarity.
Embrace the Future of Tourism
As we gear up for the ASEAN Tourism Forum 2025, this event not only signifies progress for the tourism industry but also illustrates the resilience and adaptability of travel in a post-pandemic world.
Join JuanPhilippines.com in following ATF 2025 for insights that will continue shaping our understanding of travel trends, cultural connections, and future vacation options. Together, let’s explore and celebrate Southeast Asia.
Article & Photos By: Tricia Lyn Cruz
