The Travel Exchange (TRAVEX) 2025, held from 15 to 20 January at the Persada Johor International Convention Centre, wrapped up on a high note, solidifying its role as a platform for tourism trade and partnership-building in Southeast Asia.
Held in conjunction with the 7th ASEAN Tourism Forum (ATF), the event attracted over 1,500 buyers and sellers from 40 countries, including all 10 ASEAN member states and key international markets.
Johor’s selection as the host state underscored Malaysia’s commitment to promoting regional tourism beyond traditional hubs like Kuala Lumpur and Penang.
The expo facilitated thousands of business meetings, fostering new deals and collaborations while showcasing Johor’s unique attractions, from its pristine beaches and UNESCO-listed rainforests to its rich cultural heritage.
Malaysian Minister of Tourism, Arts and Culture, YB Dato’ Sri Tiong King Sing, hailed the event as a milestone in ASEAN’s post-pandemic recovery.
“TRAVEX 2025 has proven that ASEAN’s tourism sector is not only resilient but thriving. The strong turnout from global buyers demonstrates the world’s confidence in our region as a must-visit destination,” said the minister.
He added: “Hosting this event in Johor was a strategic decision—it allowed us to highlight the state’s untapped potential while reinforcing Malaysia’s role as a gateway to ASEAN. The partnerships forged here will drive sustainable growth for years to come.”
Johor Chief Minister Datuk Onn Hafiz Ghazi expressed pride in the state’s successful hosting of the event, emphasising its economic and promotional benefits.
“TRAVEX 2025 put Johor in the global spotlight, giving our local businesses and tourism operators unparalleled exposure. The connections made here will translate into more international visitors exploring Johor’s diverse offerings, from Legoland Malaysia and Forest City to our vibrant culinary and heritage trails,” he said.
“This event has also strengthened our relationships with ASEAN neighbours, paving the way for future joint tourism initiatives.”
The six-day expo featured a dynamic mix of exhibition booths, high-level conferences, and cultural showcases, with a strong emphasis on sustainable tourism and digital innovation.
The ASEAN Tourism Conference sparked discussions on emerging trends, while dedicated business-to-business sessions enabled travel agencies, hoteliers, and tour operators to negotiate deals directly. A series of cultural performances celebrated the region’s diversity, further reinforcing ASEAN’s unity as a single tourism destination.
As TRAVEX 2025 concluded, industry leaders praised its seamless organisation and the warm hospitality extended by Johor. The event not only facilitated immediate business opportunities but also laid the groundwork for long-term tourism growth across ASEAN.
With Malaysia having successfully hosted this key regional gathering, anticipation is already building for next year’s edition, which is expected to further accelerate the recovery and expansion of Southeast Asia’s travel industry.
THE BRUNEIAN | BANDAR SERI BEGAWAN
