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DELEGATES and visitors have given their thumbs up to Malaysia for hosting Asean Tourism Forum (ATF) 2025 in Johor earlier this month.
The six-day ATF 2025 marks the seventh time Malaysia has hosted the event, where its flagship business platform event, Asean Travel Exchange (Travex) saw a big turnout from the region’s tourism players.
The forum highlighted the region’s cultural and physical connections and gave participants a chance to strengthen ties across borders.
Among those that attended Travex 2025 at Persada International Convention Centre in Johor Baru was Batam tour agency operator Muhammad Safii, 34.
Alfrya says there is a growing market for Asean travel.
The Indonesian said Travex 2025 was well-organised and he met many of his counterparts within the Asean region.
“I have attended Travex about three times before and this year’s event made it easy for buyers like me to meet sellers.
“Malaysia is a very important tourism market for Indonesians because we have similar language and even food, particularly halal food.
“This makes Malaysia more appealing to Indonesian tourists,” he told StarMetro.
Muhammad added that many Indonesians were also interested in Malaysia’s growing medical tourism sector.
“Indonesians prefer to come here for treatment.
“We have also forged good relationships with private healthcare providers here.
“Johor is a popular medical tourism destination among Indonesians as it only takes a couple of hours to get to by ferry,” he said, adding that other popular states for medical tourism were Melaka and Kuala Lumpur.
Fellow Indonesian Alfrya Sundari, 36, managing director of a tour company based in Medan, said there was a growing market for Asean travel.
Shahrool says nature tours are getting popular.
“Many Indonesians want to travel to neighbouring countries and Travex 2025 has allowed us to network with counterparts.
“We are preparing for the school holidays, which start in June in Indonesia.
“We expect many to ask about tour packages to Asean countries,” she said, adding that Travex allowed her to learn more about tourism products available in Malaysia.
“Besides medical tourism, Indonesian tourists find shopping in Malaysia attractive, with states such as Penang, Kuala Lumpur and Sarawak proving popular,” said Alfrya.
“Johor is also becoming popular because it is near Singapore and there are a lot of places tourists can visit such as Johor Premium Outlets (JPO),” she said.
Tour operator from the Philippines, Samantha Mendoza, 49, was happy with the turnout.
“This is a very good platform to meet our counterparts and work together in promoting our countries to tourists,” she said.
Kedah Tourism promotional executive Siti Nurfarhah Ahmad Pozi, 24, said Travex 2025 was a key platform for them to attract more foreign tourists to the northern state.
“We are able to carry out networking sessions with foreign tour company representatives to promote Kedah.
“It is Visit Kedah Year this year and we want to promote tourist attractions such as Alor Setar and Kulim,” she added.
Siti Nurfarhah said Kedah was a popular destination for tourists from Thailand because of its proximity to the border.
“We are hoping to get more tourists from India, Indonesia and Singapore,” she added.
Tour company sales executive Nguyen Tat Thanh, 39, who is based in Hanoi, Vietnam, said this year’s Travex was among the biggest he had ever taken part in.
“The large participation is very encouraging as we hope to form working relationships with other tour agents and companies, especially from Malaysia.
“Over the years, many Malaysians have visited Vietnam and I hope that the trend will continue,” he added.
Buyer Amara Thepnakorn, 31, who works as a marketing officer at a travel company in Bangkok, Thailand, said Malaysia was getting popular among Thai tourists.
“There are many places of interest in Malaysia and we are hoping to form partnerships with our Malaysian counterparts and promote both countries,” she said.
Delegates who attended this year’s ATF also took part in a familiarisation trip to some destinations in Johor.
Timor Leste tourism and environment ministry official Jose Quintas, 50, said it was a good experience visiting Pulau Tanjung Surat.
“It was interesting to see mangroves on the island and learn how conservation could also be a tourism product.
“I find it fascinating that the local community on the island can work together to conserve mangroves and at the same time, make it their livelihood,” he added.
Quintas hopes to return soon.
“Next time, I hope to bring my family here as there are many places we can enjoy together,” he said, adding that he flew into Singapore before crossing the Causeway to Johor.
Local nature tour guide Shahrool Anuar, 53, said it was an honour for him to take the delegates to Desaru.
“It was interesting bringing the delegates from 10 Asean countries to see little-known parts of Desaru,” he said.
He added that they also did some birdwatching along Desaru’s beach, made a terrarium and planted water lilies.
“Nature tours are getting more popular among foreign tourists.
“With Visit Malaysia 2026 and Visit Johor Year 2026 taking place simultaneously, we are expecting higher bookings for such tours,” said Shahrool.
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