Ashraf AboArafe
Opening the ceremony of ASEAN TOURISM FORUM (ATF) 2025, Deputy Prime Minister YAB DATO SRI HAJI FADILLAH BIN HAJI YUSOF, gave a speech as follows:
Yang Amat Berhormat Dato’ Onn Hafiz Ghazi,
Menteri Besar of Johor,
Yang Berhormat Dato Sri Tiong King Sing,
Minister of Tourism, Arts and Culture, Malaysia
Honourable Tourism Ministers of the ASEAN Member States and Dialogue Partners,
Excellencies, distinguished guests, ladies and gentlemen,
Assalamualaikum and a very good evening.
Introduction and Theme Highlight
Selamat datang and welcome to the ASEAN Tourism Forum 2025 in Johor Bahru, Malaysia. Johor derives from the Arabic word ‘Jauhar,’ or ‘jewel,’ and has stood as a regional cornerstone of trade for centuries, where cultures, ideas and aspirations met and flourished. It is apt that we gather here today, not only as partners in tourism but as custodians of a higher calling – one that seeks to forge a resilient, inclusive and sustainable ASEAN community.
This year’s theme, “Unity in Motion, Shaping ASEAN’s Tourism Tomorrow,” embodies the very essence of the ASEAN spirit – a shared commitment to harmony and progress amid profound changes. It speaks to our collective resolve to confront the pressing challenges of our time and build a forward-thinking tourism industry united by shared purpose and coordinated action.
As we navigate the evolving landscape of global travel, the imperative for sustainable and inclusive tourism development within our vibrant ASEAN region has never been more critical. Guided by the broader theme of “Inclusivity and Sustainability”, Malaysia’s ASEAN Chairmanship reaffirms an important obligation to tourism as a transformative force for good – ensuring its benefits extend to all, safeguarding our planet and preserving the heritage that binds us as one ASEAN family.
Ladies and gentlemen,
ASEAN Tourism Performance and Trends ASEAN is one of the world’s most dynamic tourism arkets, steadily recovering from the challenges of COVID-19. The UN World Tourism Organization (UNWTO) reports that global tourist arrivals grew by 2% in 2024 compared to 2019, thanks to strong demand, better air connectivity, and the rebound of major Asian markets.
Meanwhile, Southeast Asia welcomed over 100 million tourists in 2023, achieving 70% of pre-pandemic levels. By 2024, the region is expected to surpass 130 million arrivals, marking a full recovery. This success reflects ASEAN’s resilience and optimism in driving tourism forward.
6. According to travel technology leader Amadeus, in 2025, tourism growth in Asia will be shaped by flexible visa policies, more flight routes, and luxury travel options. Asia is expected to account for 35% of global leisure travel spending and 50% of air passenger growth in the next 15 years, cementing its role as a global leader in tourism and economic growth.
The Imperative for Sustainability that being said, it is imperative that tourism in the post-pandemic tourism in ASEAN must focus not only on recovery but also on transitioning to a sustainable, quality-driven business model. The region has the potential to lead global efforts by championing decarbonisation in aviation, integrating renewable energy, and advancing innovative tourism approaches such as community-based tourism, ecotourism, and regenerative tourism. These initiatives aim to ensure equitable benefits for local communities while preserving cultural authenticity and protecting the environment.
Addressing the challenges of over-tourism is critical to maintaining the balance between tourism growth and public goods. The Action Roadmap for Sustainable Tourism Development in ASEAN advocates for multi-sector collaboration involving municipalities, transport systems, and private stakeholders to improve infrastructure and enhance liveability for both residents and visitors. Additionally, smart destination solutions and innovative financing tools like green bonds and impact investments are essential to building sustainable tourism infrastructure for the future.
9. While tourism investments are recovering, with FDI in the sector increasing from USD 1.2 billion in 2022 to USD 2.8 billion in 2023, this is still far below the pre-pandemic peak of USD 24.5 billion in 2019. To address this gap, ASEAN must prioritise quality investments that diversify destinations, redistribute tourist flows, and leverage technology to reduce pressure on existing hotspots. By doing so, ASEAN can position itself as a vital platform for promoting inclusive and well-balanced tourism growth in the region.
Your Excellencies, Ladies and Gentlemen,
Advancing Digital Transformation
To position ASEAN as a single destination of choice and innovation hub, bridging digital infrastructure gaps among member states is crucial. The ASEAN Digital Masterplan 2025 and Digital Economy Framework Agreement (DEFA) is a gamechanger towards regional integration in areas like cross-border payments, cybersecurity, digital skills, talent mobility, and emerging technologies like AI.
With ASEAN’s digital economy projected to triple from
approximately USD300 billion to almost USD1 trillion by 2030, the greater adoption of digital technologies and a harmonised regulatory framework are expected to double this value contribution, unlocking more than USD2 trillion to the ASEAN digital economy and benefitting all major sectors of the region, including travel and tourism.
Ladies and Gentlemen,
Visit Malaysia 2026
Malaysia will soon embark on a grand Visit Malaysia 2026 (VM2026) campaign under the theme ‘Malaysia – A Sustainable and Culturally Rich Destination’. With a focus on sustainable and high-value tourism, the campaign targets 35.6 million international tourist arrivals and tourism receipts of RM147.1 billion. Additionally, from 2024 to 2026, it is expected that more than 850 international conferences and business events will be held in conjunction with VM2026, anticipated to generate RM7.38 billion in economic impact.
Hosting ATF 2025 in Johor Bahru is not only symbolic of Malaysia’s ambition to spotlight emerging tourism hubs beyond Kuala Lumpur, but also drum up enthusiasm forth the VM2026 campaign. Johor, with its rich cultural heritage, stunning natural landscapes, and world-class infrastructure, exemplifies Malaysia’s commitment to offering diverse and enriching travel experiences.
14. In this spirit, I warmly invite all of you to Visit Malaysia and experience the country’s exquisite culture, splendid heritage, and awe-inspiring destinations. We also welcome partnerships and collaborations to host events in Malaysia, capitalizing on the vibrant activities and programs planned for the year-long celebration. Let’s create unforgettable memories together in Malaysia – A Sustainable and Culturally Rich Destination.
Conclusion and Call to Action
Ladies and gentlemen, the ASEAN Tourism Forum 2025 is more than just an event—it is a statement of intent. It is a declaration that through unity and collaboration, we can work together, hand in hand, to build resilient tourism economies that benefit all stakeholders, from local communities to small businesses. In return, this will create a tourism ecosystem that is sustainable, inclusive and resilient for years to come.
I urge all of you—Tourism Ministers, policymakers, industry leaders, and stakeholders—to seize this opportunity to forge partnerships, share insights and inspire action. Let us ensure that the tourism landscape we shape today becomes a legacy for our future generations.
Together, in unity and motion, we can propel ASEAN tourism into a brighter, prosperous, and more sustainable future.
Thank you, and once again, welcome to Johor Bahru and the ASEAN Tourism Forum 2025.
Terima kasih. Thank you.
to all.. 
