Ashraf AboArafe
At the opening of the ASEAN Tourism Forum (ATF) 2025, Mr. Dato’ Sri Tong Keng Seng, Minister of Tourism, Arts and Culture of Malaysia, delivered the opening speech, which was as follows:
Salutations
Distinguished guests including all the participants, representatives from ASEAN member countries, as well as sellers, buyers and media from across the globe, Ladies and gentlemen, a very good morning and welcome to Johor, Malaysia.
1. Today, we gather not only for the launch and participate The ASEAN Travel Exchange (TRAVEX) but also to foster a deeper understanding and collaboration between ASEAN nations through the platform of the ASEAN TOURISM FORUM 2025 (ATF). Events like these provide an invaluable opportunity to build bridges and strengthen ties across borders, aligning our collective efforts for a brighter tourism future.
2. It is heartening to witness such an overwhelming response to TRAVEX, with a total of 221 sellers showcasing the best of ASEAN tourism, 323 buyers from 42 countries, and 100 international media representatives from 35 countries participating in this event. This reflects the growing confidence in ASEAN’s tourism industry and the immense potential for partnerships, creating countless opportunities for collaboration and fostering a shared vision for the future of tourism in our region.
3. Beyond the business aspects, let us all commit to a united, dynamic, and resilient ASEAN’s tourism industry, that aligns with this year’s ATF theme – “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”. Whatever the conditions of the global order, we ASEAN Member States must support each other’s economic and tourism growth. Not just promote our own unique destinations but also encourage travel and investment across the region. In a collaborative ecosystem, we can amplify the benefits for all.
Ladies and gentlemen,
4. The Visit Malaysia 2026 campaign was recently launched to showcases Malaysia’s unique cultural heritage, natural wonders, and diverse attractions. It serves as a call to action for regional and global collaboration, positioning Malaysia as a must-visit destination in the years ahead. At its core, our VISIT MALAYSIA YEAR 2026 campaign is about creating lasting memories and heartfelt connections, and ensure that every visitor leaves not just with photographs but with memories and stories they will carry with them for a lifetime. We hope you will visit Malaysia often and always feel warmly welcomed, and feel at home every time you’re here.
5. Furthermore, allow me to take this opportunity to share with you that this year, we are proud to host several significant events, including the World Tourism Day celebrations and the World Tourism Conference 2025 in Melaka, setting the stage for Visit Malaysia Year 2026. Therefore, I sincerely invite all ASEAN member countries, industry players, and international partners to come to Malaysia, support our initiatives, and experience the rich diversity and hospitality we have to offer.
Ladies and gentlemen,
6. Aligned with our ASEAN Chairmanship slogan, “Inclusivity and Sustainability,” and under the broader theme of ATF 2025, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” this year’s initiatives highlight Malaysia’s role in hosting ATF 2025, one of the mega events under our ASEAN Chairmanship. These themes reflects our collective commitment to fostering cooperation, innovation, and resilience in the face of challenges among ASEAN. By working together, we can shape a thriving and interconnected tourism ecosystem that benefits all member nations.
To all our international delegates and industry players,
7. As we officially launch TRAVEX 2025 this morning, I warmly extend my best wishes to all participants and delegates, hopefully this platform providing an opportunity to forge meaningful partnerships that will shape the future of global tourism.
8. I hope this event inspires fresh perspectives, fosters dialogue, and drives innovative ideas that lead to fruitful business matching results and mutually beneficial outcomes. Together, let us seize this opportunity to create a brighter, more interconnected future, achieving results that uplift and empower ASEAN tourism industry.
Thank you. Terima kasih.
