The ASEAN Tourism Forum (ATF) 2025 kicked off in Johor Bahru, Malaysia, drawing over 1,000 delegates from around the world. Held at the Persada Johor International Convention Centre from 15–20 January, the event focused on the theme "Unity in Motion: Shaping ASEAN’s Tourism Tomorrow," with a strong emphasis on MICE (Meetings, Incentives, Conferences, and Exhibitions) as a key driver of the region’s tourism growth.

In his keynote, Datuk Musa B. Yusof, Deputy Director General, said, "Over the next few days, we will explore the trends, challenges, and opportunities that will shape ASEAN tourism for the next decade. Two key themes - sustainability and technology - will drive this transformation."

He stressed, "Sustainability is no longer optional; it is essential to meet the expectations of today’s travellers, who are increasingly aware of their environmental and cultural impact."

Datuk Musa urged delegates to work together to create a tourism industry that both inspires and preserves the region's unique heritage, adding, "Together, we can build a future of sustainability, inclusivity, and shared prosperity."

The TRAVEX trade exhibition (15–17 January), which plays a pivotal role in the MICE sector, is buzzing with activity, with 329 buyers from 41 countries and 221 sellers from ASEAN states. The forum also includes ministerial meetings, the ASEAN Tourism Conference, and a grand opening ceremony on 18 January, led by Malaysia’s Deputy Prime Minister, Datuk Seri Fadillah Yusof.