The ASEAN Tourism Forum (ATF) 2025 commenced recently with an illustrious opening ceremony at the Persada Johor International Convention Centre, marking a pivotal moment in regional tourism cooperation as Malaysia assumes the ASEAN Chairmanship.
The event gathered tourism ministers from across the region, including Brunei’s Minister of Tourism, alongside industry leaders and key stakeholders, reinforcing ASEAN’s collective commitment to sustainable tourism development.
Under the theme “ASEAN: A Gateway to Sustainable and Inclusive Tourism,” Malaysia’s chairmanship prioritises three key pillars: accelerating post-pandemic recovery, fostering digital transformation, and promoting environmentally responsible travel practices. The nation aims to strengthen ASEAN’s position as a unified destination while enhancing connectivity and equitable growth across member states.
Malaysia’s Minister of Tourism, Arts and Culture, YB Dato’ Sri Tiong King Sing, in his opening address, said that the gathering symbolised ASEAN’s unwavering dedication to building a tourism sector that is resilient, innovative and inclusive.
“As chair, Malaysia will champion initiatives that harness our collective strengths while addressing contemporary challenges through collaborative solutions,” he said. In his keynote address, Malaysia’s Deputy Prime Minister, YAB Dato’ Sri Fadillah Haji Yusof, emphasised tourism’s vital contribution to regional prosperity.
“The tourism sector remains a cornerstone of ASEAN’s economic integration, generating employment, fostering cultural exchange and driving sustainable development,” he said.
“Under Malaysia’s leadership, we will implement policies that streamline travel facilitation, invest in green infrastructure and empower local communities through tourism,” said YAB Dato’ Sri Fadillah.
The Deputy Prime Minister further outlined Malaysia’s chairmanship priorities, including enhancing digital tourism platforms, improving regional air connectivity, and developing community-based tourism initiatives that preserve cultural heritage while creating economic opportunities.
The presence of Brunei’s Minister of Primary Resources and Tourism Yang Berhormat Dato Seri Setia Dr Haji Abdul Manaf Haji Metusin at the opening ceremony underscored the forum’s significance as a platform for regional cooperation.
Brunei’s active involvement reflects the shared commitment among ASEAN members to work collectively towards tourism recovery and growth, particularly in developing cross-border tourism circuits and sustainable travel initiatives. The week-long forum served as ASEAN’s premier platform for policy dialogue, business networking and destination promotion. This year’s programme featured high-level ministerial meetings, the TRAVEX travel exchange, and strategic discussions on critical issues ranging from sustainable tourism certification to digital marketing innovations.
The forum also showcases ASEAN’s rich cultural diversity through various performances and exhibitions, reinforcing the region’s unique selling proposition as a collective destination.
As ATF 2025 sets the agenda for Malaysia’s chairmanship year, the forum concluded its opening day with the ceremonial handover announcement to the Philippines as next year’s host.
THE BRUNEIAN | BANDAR SERI BEGAWAN
