The
inaugural ASEAN Travel Exchange (ATEX) 2025 will take place at The Magellan
Sutera Resort, Kota Kinabalu, from June 19 to 21, marking a significant
milestone in regional tourism collaboration and recovery efforts.
The
event is organised by leading South-east Asia’s tourism bodies, including the
ASEAN Tourism Association (ASEANTA), Federation of ASEAN Travel Associations
(FATA), and the Malaysian Association of Tour and Travel Agents (MATTA). It is
supported by the Ministry of Tourism, Culture and Environment Sabah, Sabah
Tourism Board, Sabah Convention Bureau, and strategic partners AirAsia Group
and Jetama Water.
ATEX
2025 is expected to attract 354 delegates, comprising 229 semi-hosted buyers
and 125 sellers. Buyers will attend from 17 countries, including China, India,
Nepal, Pakistan, Oman, South Korea, Iran, Myanmar and Vietnam. They primarily
represent tour operators, travel agents, hoteliers, and tourism product owners.
Sellers
represent seven ASEAN member states – Malaysia, Singapore, Indonesia, the
Philippines, Thailand, Cambodia and Vietnam – and cover sectors such as
accommodation, transport, attractions, and destination management services.
FATA
president Tan Kok Liang said: “This is a timely event that not only aligns with
Visit Malaysia Year 2026 but also positions Sabah as a central player in
ASEAN’s multi-destination travel ecosystem. ATEX supports ASEAN connectivity
goals by facilitating increased visitor flows and regional cooperation. It also
reinforces Sabah’s growing reputation as a premier business events destination,
helping to enhance its international visibility and economic prospects.”
The
official opening on June 19 will feature speeches by Sabah’s chief minister,
Hajiji Noor, and the state’s minister of tourism, culture and environment,
Christina Liew. The programme will include product presentations from Sabah
Parks, Sabah Wildlife, Sabah Convention Bureau, Sabah Tourism Board, and
AirAsia. The day will conclude with a welcome dinner at Shangri-La Tanjung Aru.
June
20 will be dedicated to B2B speed-dating sessions between buyers and sellers.
On June 21, hosted buyers will take part in curated post-show tours designed to
showcase Sabah’s cultural, natural, and island attractions.
Tan
added: “The post-tours are designed to give buyers immersive experiences and a
deeper understanding of Sabah’s tourism offerings. It’s not just about selling
a destination, it’s about experiencing it.”
Looking
ahead, Tan confirmed that there are plans for ATEX to become a recurring ASEAN
tourism trade event, rotating among member countries. The continuation and
future host of the event will depend on the outcomes of this first edition,
with factors such as stakeholder feedback, participation, and regional interest
playing a role in decisions going forward.
-TTG Asia.