15-1-2025 (KUALA LUMPUR) Malaysia’s Tourism, Arts and Culture Minister, Datuk Seri Tiong King Sing, has advocated for enhanced collaboration amongst ASEAN nations to strengthen the region’s tourism sector.
Speaking at the prestigious ASEAN Tourism Forum 2025 (ATF), Minister Tiong emphasised the crucial role of cross-border partnerships in developing a robust tourism framework that benefits all member states. The forum, currently being held at the Persada International Convention Centre, has emerged as a pivotal platform for regional dialogue and cooperation.
The ASEAN Travel Exchange (Travex), a cornerstone event of the forum, has witnessed unprecedented participation this year, with 221 tourism vendors, 323 buyers from 42 countries, and 100 media representatives from 35 nations in attendance. These figures reflect growing confidence in the region’s tourism potential and underscore the industry’s recovery trajectory.
“Our strength lies in unity,” Minister Tiong remarked, echoing the forum’s theme ‘Unity in Motion: Shaping ASEAN’s Tourism Tomorrow’. He stressed that member states must transcend individual promotional efforts to foster a collaborative ecosystem that amplifies regional tourism benefits.
Malaysia’s commitment to this vision is exemplified through its ambitious Visit Malaysia 2026 campaign, which aims to showcase the nation’s diverse cultural heritage and natural attractions. The campaign is strategically positioned to catalyse regional tourism growth and establish Malaysia as a premier destination in Southeast Asia.
The nation’s tourism agenda for 2025 includes hosting several high-profile events, notably the World Tourism Conference in Melaka and World Tourism Day celebrations. These events are viewed as crucial stepping stones towards the successful implementation of Visit Malaysia Year 2026.
Minister Tiong highlighted that Malaysia’s current ASEAN chairmanship, themed ‘Inclusivity and Sustainability’, aligns perfectly with the broader objectives of regional tourism development. He emphasised that these initiatives reflect a shared commitment to fostering resilience and innovation across ASEAN member states.
The minister concluded by stressing that the path to sustainable tourism growth in Southeast Asia lies in collaborative efforts and mutual support among ASEAN nations. This approach, he suggested, would not only enhance regional tourism but also strengthen economic ties between member states.
This renewed push for regional cooperation comes at a critical time when global tourism patterns are evolving, and Southeast Asia seeks to position itself as a unified, attractive destination for international travellers.
