By editor 
At ASEAN Travel Exchange (ATEX) 2025, in its inaugural year, Malaysia’s Minister of Tourism, Culture, and Environment, Datuk Seri Christina Liew, seized the opportunity to suggest something radical about regional tourism’s future. Liew further suggested that the event, to date planned to take place once, should become an annual event on the ASEAN calendar of tourism events. The 500 delegates from 15 nations in Southeast Asia and other regions gave warm applause to Liew’s suggestion.
A Bold Proposal for Annual Asean Travel Exchange
The event took place at the luxurious Shangri-La Tanjung Aru Resort in Sabah, Malaysia, a region known for its striking beauty and rich culture. During the opening dinner, Liew emphasized the importance of the ASEAN Travel Exchange as a platform not just for business but for deepening cultural connections among ASEAN countries. She suggested that by making ATEX an annual event, ASEAN nations could strengthen their ties and foster new relationships, ultimately driving tourism growth across the region.
“The ASEAN Travel Exchange is conducive to promoting travel and cultural exchanges, making new connections, building rapport, and strengthening existing ties among ASEAN member countries,” Liew explained. The idea was backed by many in attendance, including the president of the Federation of ASEAN Travel Associations (FATA), Datuk Tan Kok Liang, who was urged by Liew to consider the feasibility of this suggestion.
The minister pointed out that such regular exchanges would help ASEAN tourism seize new opportunities and create fresh adventures for both locals and international visitors. The event also provided a timely reminder that Malaysia, as the current chair of ASEAN, is at the forefront of regional tourism initiatives.
A Celebration of Sabah’s Unique Appeal
In her address to delegates, Minister Liew encouraged participants to explore beyond the event’s venue and discover the many treasures Sabah has to offer. Sabah, home to the iconic Mount Kinabalu, vibrant markets, and pristine islands, represents the diversity and adventure that ASEAN tourism can promote. “If it’s your first time in Sabah, I encourage you to explore beyond the venue. From the iconic Mount Kinabalu, a symbol of strength and unity, to vibrant markets and islands full of life, Sabah welcomes you with more than just beauty; it offers unforgettable experiences,” she said.
The Minister also emphasized the significance of ATEX 2025 as a symbolic event under Malaysia’s chairmanship of ASEAN this year, highlighting the importance of unity in tourism. “As Malaysia is the Chairman of ASEAN this year, ATEX 2025 serves as a reminder that our greatest strength lies in the unity of its people and purpose. It invites us to celebrate the bonds of friendship and shared purpose that bring us together.”
Strengthening ASEAN’s Tourism Landscape
The event, which gathered representatives from ASEAN member countries as well as global tourism stakeholders, was jointly organized by the ASEAN Tourism Association (ASEANTA), the Federation of ASEAN Travel Associations (FATA), and the Malaysia Association of Tour and Travel Agents (MATTA). Key supporting organizations included the Ministry of Tourism, Culture, and Environment (KePKAS), Sabah Tourism Board (STB), Sabah Convention Bureau (SCB), and Tourism Malaysia. Strategic partners included major travel brands such as AirAsia and Jetama Water.
This collaboration demonstrated ASEAN’s commitment to working together to boost tourism throughout the region and create a more cohesive network for future tourism ventures. “The ASEAN Travel Exchange represents an excellent opportunity for ASEAN member countries to promote their tourism destinations, share experiences, and explore new partnerships that will benefit both the industry and the traveling public,” said the President of MATTA, Nigel Wong.
A Key Milestone for ASEAN’s Tourism Future
The ATEX 2025 event also marked a historic milestone in ASEAN’s tourism history, not only due to the launch of an ambitious idea for its future but also in terms of the wide participation of countries outside the traditional ASEAN bloc. Countries like China, India, Nepal, Oman, Pakistan, and South Korea were all present, signaling the growing global interest in ASEAN tourism and the importance of the region as a tourist destination.
Liew’s call for reciprocal visits among ASEAN countries is also indicative of the broader trend in regional tourism—a push for more seamless travel and closer relationships between countries. “Reciprocal visits among the 10 ASEAN countries will not only provide exposure to each other’s unique cultures and landscapes but will also drive more inbound tourism to our shores,” she emphasized.
The delegates were also joined by key figures from the travel and tourism sector, including Datuk Josie Lai, Permanent Secretary to KePKAS; Mary Malangking, Deputy Permanent Secretary I; and Eddy Krismeidi, President of ASEANTA. Other notable guests included the CEO of AirAsia Malaysia, Datuk Captain Fareh Mazputra, and leaders from Sabah Parks, the Sabah Wildlife Department, and other local tourism organizations.
Moving Forward: ATEX 2025 as a Catalyst for ASEAN Tourism
As the proceedings came to a close, optimism pervaded among delegates. An annual ASEAN Travel Exchange will potentially become an ongoing point of discussion and may become an impetus towards further regional cooperation and innovation in ASEAN’s tourism industry. An eventual realization of this concept will be an important step towards building regional cooperation and positioning ASEAN as an international tourism leader.
For now, ATEX 2025 has set the stage for what is expected to be an exciting and transformative year for ASEAN tourism, with Sabah serving as the perfect backdrop to celebrate the region’s shared cultural and environmental riches.
References: ASEAN Tourism Association (ASEANTA), Ministry of Tourism, Culture, and Environment, Malaysia; Tourism Malaysia; Federation of ASEAN Travel Associations (FATA)