Kota Kinabalu to host Inaugural ASEAN Travel Exchange

 

ASEAN Travel Exchange (ATE) 2025 will make its debut in Kota Kinabalu from June 19 to 21; Sipadan island, pictured

A private sector driven B2B travel fair focusing on the South-east Asian region will make its debut this June in Kota Kinabalu, Sabah.

ASEAN Travel Exchange (ATE) 2025 is an initiative led by ASEAN’s travel champions, namely the ASEAN Tourism Association (ASEANTA), Federation of ASEAN Travel Associations (FATA), Malaysia Association of Tour & Travel Agents (MATTA), and AirAsia Group.

The three-day event from June 19 will offer both conference and travel exchange components, and is supported by Sabah’s Ministry of Tourism, Culture and Environment.

Sabah’s rich culture, heritage and tourism products will be highlighted at ATE 2025, which will also serve as a platform to showcase Sabah as a preferred destination for business events and leisure travel.

FATA president Tan Kok Liang emphasised the strategic importance of ATE 2025, aligning with the ASEAN governments’ preparations for the implementation of ASEAN Protocol 5 on Own Stopover Rights.

Expected to come into effect this year, Protocol 5 will grant South-east Asian airlines the ability to make stopovers at ASEAN member airports en-route to other destinations within the region. This landmark development is anticipated to significantly bolster intra-regional travel and connectivity.

Tan noted: “Protocol 5 will be a game-changer for air connectivity in ASEAN, benefiting both main and secondary cities across the region. We urge the travel trade across the region to seize the opportunity that ATE 2025 presents, leveraging the expanded air access to promote tour packages, destination experiences, and unique product offerings.”

He added that the increased accessibility provided by Protocol 5 is likely to trigger a surge in both leisure and business travel – segments that are aligned with ASEAN’s broader goals of fostering regional integration and driving economic growth through tourism.

Tan encouraged travel trade players to collaborate across borders to create innovative and competitive offerings that meet the needs of the expected influx of travellers.

He added: “Hosting ATE 2025 is especially fitting for Malaysia as we take on the ASEAN chairmanship this year. We will also invite Malaysian prime minister Anwar Ibrahim to officiate the event.”

ATE 2025 will target 230 hosted buyers from South-east Asia as well as China and India, underscoring the travel trade’s commitment to engaging with key markets outside region. Some 100 sellers from ASEAN member nations, including hoteliers, tour operators, product owners, and travel technology providers, will also participate.

Tan revealed plans for ATE to become an annual event, rotating among ASEAN member countries, to ensure consistent engagement and long-term growth of the region’s tourism sector.

He added that the initiative complements government-led efforts, such as the ASEAN Tourism Forum, which advances regional tourism cooperation.

Through its annual format and rotating host cities, the event aims to ensure consistent engagement and highlight ASEAN solidarity and commitment to advancing tourism and economic cooperation in South-east Asia.

-TTG Asia.