Leaders of ASEAN Tourism Organizations taking group photo (Photo: TITC)

Addressing the opening remark, H.E. Dato’ Roslan Tan Sri Abdul Rahman, Secretary-general, Ministry of Tourism, Arts & Culture Malaysia said, it is a privilege for Malaysia to host this important gathering in the majestic state of Johor as part of the ASEAN Tourism Forum (ATF) 2025 with the theme: “Unity in Motion, Shaping ASEAN Tourism Tomorrow”. It underscores our shared commitment to advancing sustainability, inclusivity, and resilience through strategic partnerships, innovation and collection action, that will propel regional growth and position ASEAN as a global leader, especially in sustainable and inclusive tourism.

The ASEAN region stands as one of the world's most dynamic and diverse tourism markets, renowned for its unique blend of cultures, natural wonders, and culinary delights that attract millions of visitors annually. However, this vibrancy comes with challenges, including climate change, digital transformation, and the need for equitable growth…

According to Mr. Dato’ Roslan Tan Sri Abdul Rahman, ASEAN tourism must remain resilient, sustainable, and transformative. Sustainability demands innovation, conservation, and practices that protect our natural and cultural heritage for future generations. Inclusivity requires us to uplift marginalized communities, support small businesses, and celebrate ASEAN’s diversity, with initiatives like the ASEAN Homestay and Community-Based Tourism Awards exemplifying these values.

VNAT’s Chairman Nguyen Trung Khanh and the Vietnamese delegation attending the Meeting (Photo: TITC)

Highly appreciating the recovery of ASEAN tourism in the past few years, VNAT’s Chairman Nguyen Trung Khanh stressed that, ASEAN countries have implemented key activities under the ASEAN Tourism Strategic Plan (ATSP) 2016-2025 and the ASEAN Tourism Recovery Plan, bringing in diverse and meaningful outcomes.

Active and innovative marketing campaigns, efforts to promote eco-tourism, and strategic collaborations with ASEAN’s dialogue partners have collectively strengthened our region’s reputation as a leading global destination. These achievements reflect not only the commitment of member states but also the strength of our partnership with external organisations.

In Viet Nam, 2024 was a year of significant growth. Viet Nam welcomed 17.6 million international visitor arrivals, marking a 40% year-on-year increase, 110 million domestic visitors, with total receipts from tourists of 34.5 billion US dollar.

VNAT’s Chairman Nguyen Trung Khanh speaking at the Meeting (Photo: TITC)

“This impressive recovery was supported by key initiatives, including new visa policies, expanded direct flights, and diversified tourism offerings such as MICE, golf, spa and wellness, nightlife tourism, eco-tourism. ASEAN remains a vital source market, with 2.3 million arrivals to Viet Nam last year and played a significant role in our tourism recovery.”, said VNAT’s Chairman Nguyen Trung Khanh.

At the Meeting, VNAT’s Chairman Nguyen Trung Khanh suggested some directions and ideas for regional cooperation this year and for the development of the ASEAN Tourism Sectoral Plan post 2025: (1) strengthen joint marketing and promotions by enhancing joint promotions, especially to source markets including China, Japan, South Korea, India and the intra-ASEAN. (2) focus on emerging tourism trends by encouraging the development of niche tourism products such as wellness, authentic, and adventure tourism to diversify offerings. (3) strengthen regional connectivity and enable smoother travel by expanding the direct flight network within ASEAN, improving the quality of land connectivity and facilitating cruise tourism. (4) prioritise capacity building programmes to equip our workforce with skills relevant to current and future industry demands, including digital and innovation, sustainable tourism, and crisis management.

Overview of the Meeting (Photo: TITC)

“With the active involvement of member states in developing the ASEAN Tourism Sectoral Plan post 2025, I am confident that ASEAN tourism will continue to thrive, further setting our region as a single attractive destination.”, added VNAT’s Chairman Nguyen Trung Khanh.

The Meeting considered the reports of ASEAN tourism committees, including: (1) the ASEAN Tourism Competitiveness Committee (ATCC), (2) the ASEAN Sustainable and Inclusive Tourism Development Committee (ASITDC), (3) the ASEAN Tourism Professional Monitoring Committee (ATPMC), and (4) the ASEAN Tourism Resourcing, Monitoring and Evaluation Committee (ATRMEC). Viet Nam is Chair of the ATRMEC 2024-2025, hosted the 18th Meeting of the ATRMEC, held on 11 October 2024 in Yangon, Myanmar.

(Photo: TITC)

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