Friday, May 30, 2025
The Asean Travel Exchange (Atex) 2025, slated for June 19 in Sabah, Malaysia, promises to be a landmark event for the regional tourism industry.
The event is expected to galvanize the ASEAN tourism community by fostering enhanced collaboration, trade, and dialogue among key industry stakeholders. This initiative aligns closely with regional and national tourism development frameworks aimed at strengthening the sector’s resilience and competitiveness.
High-Level Briefing with Sabah Leadership
Chief Minister of Sabah, Datuk Seri Hajiji Noor, received a detailed briefing about Atex 2025 from a delegation of senior tourism leaders at Menara Kinabalu on Monday. This meeting underscores the state government’s commitment to advancing Sabah’s profile within ASEAN’s tourism ecosystem.
The delegation was led by Datuk Tan Kok Liang, President of the Federation of ASEAN Travel Associations (FATA), who emphasized that Atex 2025 will be the first international B2B tourism event hosted in Sabah. The event is projected to attract approximately 200 international buyers and 100 regional sellers, providing a dynamic platform for trade, strategic dialogue, and partnership building across the ASEAN tourism sector.
Strategic Importance for Sabah and ASEAN Tourism
Supported by the Sabah State Ministry of Tourism, Culture and Environment, and key industry organizations, Atex 2025 is poised to be a game changer for Sabah’s tourism ambitions. The event will help position Sabah as a leading regional and international tourism destination.
This aligns with Malaysia’s Tourism National Key Economic Area (NKEA) under the Economic Transformation Programme, which prioritizes Sabah as a growth area to boost visitor arrivals and tourism revenue. The Sabah Tourism Board (STB), under the state ministry, has actively promoted sustainable tourism development and regional cooperation consistent with Malaysia’s Tourism Blueprint 2020–2030.
Key Delegates and Industry Representation
The delegation briefing Chief Minister Hajiji Noor included:
- Eddy Krismeidi, President of ASEAN Tourism Association (ASEANTA)
- Datuk Tan Kok Liang, President of Federation of ASEAN Travel Associations (FATA)
- Nigel Wong, President of Malaysian Association of Tour and Travel Agents (MATTA)
- Zamani Rafique, Director of Global Policy and Government Relations at AirAsia
- Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture and Environment, Sabah, and Chairman of the Sabah Tourism Board
Their presence reflects the broad spectrum of stakeholders engaged in shaping the ASEAN tourism agenda through public-private collaboration.
Role of Atex 2025 in Enhancing B2B Tourism Exchanges
Atex 2025 is designed as a comprehensive business-to-business (B2B) trade platform, facilitating direct interaction between international buyers—including tour operators, travel agencies, and corporate buyers—and regional sellers such as hotels, resorts, attractions, and service providers.
The event is expected to generate significant business leads and contracts, directly contributing to increased visitor arrivals and tourism spending within ASEAN countries. It also provides a venue for discussing common challenges, exploring emerging market opportunities, and advancing sustainable tourism practices endorsed by the ASEAN Tourism Strategic Plan.
Aligning with ASEAN Tourism Strategic Goals
ASEAN’s Tourism Strategic Plan 2016–2025, supported by the ASEAN Secretariat and member states, focuses on strengthening intra-regional connectivity, market integration, and tourism sustainability. Events like Atex 2025 support these goals by enhancing networking opportunities, promoting cross-border cooperation, and supporting capacity building for tourism businesses.
Sabah’s hosting of Atex underscores Malaysia’s commitment to regional tourism cooperation and its ambition to attract more international visitors through strategic events and innovative marketing efforts.
Government Support and Tourism Development Initiatives
The Sabah State Ministry of Tourism, Culture and Environment has spearheaded initiatives to upgrade tourism infrastructure, promote cultural heritage, and develop eco-tourism, consistent with Malaysia’s national tourism policies outlined by Tourism Malaysia. These efforts aim to enhance visitor experiences and extend average length of stay, contributing to economic diversification and community development.
The Sabah Tourism Board actively partners with private sector players and international organizations to promote Sabah’s unique attractions—such as Mount Kinabalu, pristine islands, and indigenous cultures—within the competitive ASEAN market.
Aviation and Connectivity: AirAsia’s Role
AirAsia’s involvement, represented by Director Zamani Rafique, highlights the critical role of air connectivity in ASEAN tourism growth. AirAsia has been instrumental in improving affordable and efficient access to Sabah and the broader region, supporting Malaysia’s and ASEAN’s goals to increase regional tourism flows.
The collaboration between AirAsia and tourism stakeholders in Atex 2025 underscores the importance of integrated transport and tourism planning as advocated by the ASEAN Tourism Ministers Meeting (ATM) and other multilateral forums.
Economic and Social Impacts
Hosting Atex 2025 is expected to deliver multifaceted benefits for Sabah’s economy. Increased tourism trade and collaborations can generate higher tourism receipts, create employment opportunities, and stimulate investments in hospitality, cultural enterprises, and small and medium enterprises (SMEs).
Furthermore, promoting sustainable tourism aligns with Malaysia’s commitments under the United Nations Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production).
Future Outlook and Regional Leadership
By successfully hosting Atex 2025, Sabah aims to cement its status as a regional tourism hub, leveraging its natural assets, cultural heritage, and strategic location. The event is expected to catalyze ongoing collaboration within the ASEAN tourism community, encouraging innovation, resilience, and inclusivity.
The Sabah government’s proactive approach mirrors the Ministry of Tourism, Arts and Culture Malaysia’s vision to foster inclusive growth and international competitiveness, ensuring tourism contributes meaningfully to national development goals.
Conclusion
The upcoming Asean Travel Exchange (Atex) 2025 in Sabah represents a pivotal moment for regional tourism collaboration. Supported by key government ministries, industry associations, and private sector partners, the event will provide a powerful platform for strengthening ties within the ASEAN tourism industry.
By attracting hundreds of international buyers and regional sellers, Atex 2025 is poised to unlock new business opportunities, promote sustainable tourism practices, and enhance Sabah’s standing on the global tourism map.
This collaborative initiative aligns with broader government policies and international frameworks, reflecting a unified commitment to advancing ASEAN tourism’s resilience, competitiveness, and shared prosperity.
