While the preponderance of Malaysian exhibitors disappointed attendees expecting wider country representation from Southeast Asian nations, the annual regional event nonetheless heralded new initiatives, including recognition of the business events contribution and potential for Australian involvement.
TRAVEX and ATC were held at Persada Johor International Convention Centre from January 15 to 17, followed by a series of meetings among the NTOs, country partners and tourism ministers at other venues.
Total attendance at TRAVEX was 323 long-haul and regional buyers, 221 sellers and 100 media delegates.
Organised by the ASEAN Tourism Association (ASEANTA), this year ASEANTA partnered with Tourism Malaysia, the Malaysian Association of Tour and Travel Agents and the Malaysian Association of Hotels, with mixed views on the efficacy of this model.
However, ASEANTA president, Eddy Krismeidi, said: “ATF 2025 has demonstrated the power of collaboration in achieving remarkable results for ASEAN tourism. The joint efforts have set new benchmarks for regional tourism events.”
He cited key initiatives such as the revival of the ASEANTA Excellence Awards, ASEAN Explorer Pass and the forthcoming ASEAN Travel Exchange (ATEX).
“ASEANTA acknowledges the importance of business events/MICE as a vital component of the ASEAN tourism landscape,” Krismeidi told micenet.
“This segment not only generates higher yields for stakeholders but also fosters economic development, knowledge exchange and international collaboration.”
MICE is a category within the ASEANTA Excellence Awards, with recognition for the Best Convention Centre, won by Sabah International Convention Centre this year.
While TRAVEX focuses on a broad spectrum of tourism stakeholders, he said it is not intended to diminish the significance of business events.
“Instead, the event provides an inclusive platform where MICE is recognised as part of the larger tourism ecosystem. Dedicated MICE trade shows like IT&CM Asia…remain essential for a focused approach to advance this sector.
“Moving forward, ASEANTA will continue to integrate MICE as a priority area to ensure ASEAN remains competitive in this domain by inviting them to participate in ASEANTA’s activities,” he added.
On duplication between TRAVEX and ATEX, amid many regional trade shows, Krismeidi emphasised that ATEX is being designed to complement, rather than compete with, TRAVEX.
“While both are B2B events, there are distinct differences in their structure and objectives. TRAVEX is an ongoing collaborative event organised in partnership with NTOs, following a rotational hosting sequence among ASEAN member states.
“TRAVEX focuses on promoting ASEAN destinations and tourism products to a global audience, including all major tourism sectors,” he said.
ATEX will be a more independent initiative, organised primarily by ASEANTA in collaboration with the Federation of ASEAN Travel Associations and national associations. While coordination with NTOs and local partners will remain crucial, ATEX will emphasise intra-ASEAN travel and target key regional markets like India and China.
To ensure both events maximise their impact, their timings will be carefully managed to avoid overlap.
Krismeidi added: “This separation allows TRAVEX and ATEX to maintain their unique focus while delivering complementary benefits to the ASEAN tourism landscape.”
So, how does Australia fit into all of this?
The tourism ministers had suggested establishing an ASEAN-Australia mechanism to further strengthen and consolidate “the strong and positive relationship between ASEAN and Australia over the past years”.
Krismeidi commented: “Australia’s potential as a dialogue partner in ASEAN tourism is a welcome development. With its proximity to ASEAN, strong outbound travel numbers and cultural ties to the region, Australia represents a key market for collaboration. ASEANTA looks forward to supporting initiatives that align with this strategic direction.”
Given that business events are deemed an important component of ASEAN tourism, perhaps more Australian event buyers may be invited to the inaugural ATEX in Kota Kinabalu this June.
