ATF 2025 delegates visiting Istana Besar in Johor Baru.
JOHOR’s tourism industry expects to see a boost after the state played host to over 1,000 delegates during Asean Tourism Forum (ATF) 2025.
The six-day forum aimed to improve tourism numbers from member countries by fostering networking and knowledge-sharing as well as promoting regional tourism products while strengthening cooperation with global industry players.
Kicking off ATF 2025 earlier this month was Asean Travel Exchange (Travex) at Persada International Convention Centre in Johor Baru.
Travex 2025 attracted 221 sellers showcasing the best of Asean tourism, 323 buyers from 42 countries and 100 international media representatives from 35 countries.
At the event, Johor Mentri Besar Datuk Onn Hafiz Ghazi said the more than 1,000 delegates from various countries included those representing travel agencies and hotel operators.
“This event not only aims to promote Johor’s tourism destinations but also serve as an important platform to share ideas and plan sustainable tourism strategies.
“ATF 2025 also gives visitors an opportunity to experience the diversity of Johor’s culture and traditions, as well as enjoy an unforgettable tourism experience,” he said.
He also expressed gratitude to Tourism, Arts and Culture Ministry for choosing Johor as host of the forum.
“Hopefully, ATF 2025 will take Johor to the next level in the global tourism industry, boosting the state’s economy and strengthening our position as the main gateway to tourism in Asean,” said Onn Hafiz.
Similarly, Travex 2025, which was launched by Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing, served as a platform to highlight the country’s tourism during its Asean chairmanship and build momentum towards Visit Malaysia 2026.
According to Onn Hafiz, it also provided an opportunity to build bridges and strengthen ties across borders, aligning collective efforts for a brighter future in the tourism sphere.
He said ATF 2025, themed “Unity in Motion: Shaping Asean’s Tourism Tomorrow”, underscored the collaborative spirit driving regional tourism development.
It was launched by Deputy Prime Minister Datuk Seri Fadillah Yusof.
Johor’s hosting strategically positioned Malaysia’s southern gateway in the international spotlight as the state prepared for Visit Johor 2026, Onn Hafiz added.
Known for its unique blend of historical charm and modern attractions, Johor offers visitors access to diverse experiences.
These include Desaru Coast integrated resort; the rich biodiversity of Endau-Rompin National Park; Tanjung Piai National Park, which is the southernmost point of mainland Asia; Legoland Malaysia; historic Masjid Sultan Abu Bakar; and Sultan Ibrahim Stadium, the home stadium for Johor Darul Ta’zim Football Club.
State unity, culture and heritage committee chairman K. Raven Kumar said it was timely for Johor to host ATF 2025 in the run-up to Visit Johor 2026.
The tourism promotion was launched by Onn Hafiz, Tiong and Fadillah as part of ATF 2025.
“The Visit Johor 2026 logo incorporates elements that symbolise the state’s history, culture and economy.
“The iconic Sultan Ibrahim building is the main focus of the logo, while the tiger and pineapple represent the state’s current strength,” said Raven Kumar.
Meanwhile, Tourism Johor director Sharil Nizam Abdul Rahim said by hosting ATF 2025, the state had proven that it could host an international event.
“The ATF was important in terms of strengthening regional relations between countries and at the same time, developing the tourism sector within South-East Asia,” he said.
He added that there were two main events during ATF 2025 – Travex and Tourism Ministers meeting in Johor Baru.
Sharil Nizam said various initiatives and programmes were launched at ATF 2025 to increase regional cooperation and drive the region’s tourism sector.
He said the launch of Visit Johor 2026 was a symbolic celebration showing the state’s commitment to becoming a leading tourist destination in the region.
Aside from that, a familiarisation trip was held for international delegates, including Asean tourism ministers, to visit several attractions in the state.
“Among the destinations were Sultan Ibrahim Stadium, Royal Abu Bakar Museum at Istana Besar Johor, Legoland Malaysia, Desaru Coast, Pulau Tanjung Surat and Johor Premium Outlets,” said Sharil Nizam.
He added that ATF 2025 showed Asean’s commitment in fostering close relations, promoting sustainable tourism and enriching visitors’ experience.