All systems go: Liew (centre) with Tan (on her right) and other delegates showing the ATE 2025 flyer.
KOTA KINABALU: Sabah will host an Asean-level tourism networking event next year to foster closer collaboration between regional tourism players, says state Tourism, Culture and Environment Minister Datuk Seri Christina Liew.
She said the state government, through her ministry, will host the inaugural Asean Travel Exchange (ATE) 2025, a premier business-to-business networking event that connects travel trade sellers and regional buyers, on June 19.
She said the event’s timing is apt as Malaysia assumes the Asean chairmanship next year.
The event was mooted by Federation of Asean Travel Associations (Fata) president Datuk Tan Kok Liang for four organisations – Fata, the Asean Tourism Association, Malaysia Association of Tour and Travel Agents, and AirAsia Group – to establish a strategic partnership with Sabah Tourism Board in hosting ATE 2025.
Tan recently led a nine-member delegation that paid a courtesy call on Liew to brief her on ATE 2025.
“We want to position Malaysia, particularly Sabah, as a premier global tourism destination by leveraging Malaysia’s role as Asean chair in 2025.
“We aim to develop the state as a preferred MICE (meetings, incentives, conventions and exhibitions) and leisure destination,” he said.
Tan added that Sabah recorded 429,000 Asean visitor arrivals from January to December 2023, comprising 16% of the total arrivals to Sabah.
“From January to May this year, Sabah recorded 312,330 Asean visitor arrivals, comprising 13% of the total arrivals to the state,” he said.
ATE 2025 participants will also include tour operators, travel agents, hoteliers, homestay operators, product owners and decision-makers from the industry, among others.
