The ASEAN Tourism Forum 2025 officially began on January 18 in Johor, Malaysia, under the theme "Unity in Motion: Shaping ASEAN's Tourism Tomorrow." Attended by high-level officials, including Malaysian Deputy Prime Minister Datuk Seri Fadillah Yusof, the forum highlighted efforts to decarbonize aviation, promote renewable energy, and expand ecotourism across the region.

Deputy Prime Minister Fadillah celebrated ASEAN’s post-COVID recovery, noting over 100 million tourist arrivals in 2023 and projections of 130 million visitors by 2025. He also addressed challenges like over-tourism while emphasizing sustainable initiatives to ensure equitable benefits for local communities.

The event launched the Visit Malaysia 2026 campaign, aiming for 35.6 million arrivals and RM147.1 billion in tourism receipts, showcasing ASEAN's commitment to innovation and sustainable tourism growth.

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