Showcasing Asean culture: Tiong (second from right) with Johor Mentri Besar Datuk Onn Hafiz Ghazi (right) watching a Cambodian traditional performance at the Travex event held at Persada International Convention Centre in Johor Baru. — THOMAS YONG/The Star
JOHOR BARU: Malaysia has called on Asean member countries for a stronger collaboration with each other to boost the region’s tourism sector, says Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing.
He said Asean member states must support each other’s economic and tourism growth.
“We should not only promote our own unique destinations, but also encourage travel and investment across the region.
“In a collaborative ecosystem, we can amplify the benefits for all,” he said in his speech before launching the Asean Travel Exchange (Travex) at the Persada International Convention Centre here yesterday.
Travex was held in conjunction with the Asean Tourism Forum (ATF) 2025 which will run until Monday.
Tiong said the ATF serves as a platform to deepen understanding and cooperation between Asean nations.
“Events like these provide an invaluable opportunity to build bridges and strengthen ties across borders, aligning our collective efforts for a brighter tourism future,” he said.
He said Travex received an overwhelming response with a total of 221 sellers showcasing the best of Asean tourism, 323 buyers from 42 countries and 100 international media representatives from 35 countries participating in this year’s event.
“This shows the growing confidence in Asean tourism industry and its immense potential for partnerships to create countless opportunities for collaboration and fostering a shared vision for the future of regional tourism.
“Beyond the business aspects, let us all commit to a united, dynamic and resilient Asean tourism industry that aligns with this year’s ATF theme: Unity in Motion: Shaping Asean’s Tourism Tomorrow,” he said.
Tiong said the recently launched Visit Malaysia 2026 campaign showcases the country’s unique cultural heritage, natural wonders and diverse attractions.
The campaign, he added, serves as a call to action for regional and global collaboration, positioning Malaysia as a must-visit destination in the coming years.
“At its core, our Visit Malaysia Year 2026 campaign is about creating lasting memories and heartfelt connections, ensuring that every visitor leaves not just with photographs, but with memories and stories they will carry with them for a lifetime,” he said.
Tiong said Malaysia will be hosting several significant events this year, including the World Tourism Day celebrations and the World Tourism Conference 2025 in Melaka, setting the stage for Visit Malaysia Year 2026.
He invited all Asean member countries, industry players and international partners to support Malaysia’s initiatives and experience the rich diversity and hospitality the country has to offer.
“Aligned with our Asean chairmanship slogan, ‘Inclusivity and Sustainability’, and under the broader theme of ATF 2025, this year’s initiatives highlight Malaysia’s role in hosting ATF 2025, one of the mega events under our chairmanship.
“These themes reflect our collective commitment to fostering cooperation, innovation and resilience in the face of challenges among Asean members,” he said.
Tiong said that by working together, Asean countries can shape a thriving and interconnected tourism ecosystem that benefits all member nations.
Meanwhile, Tourism Malaysia director-general Datuk P. Manoharan said the agency aimed to collect sales of RM20mil from the programme involving several tourism subsectors.
“We will also focus on special interest product tour packages that usually provide more returns than normal tour packages.
“This includes arts and culture, gastronomy and extreme sports such as diving, among others,” he said.
