KOTA KINABALU: The inaugural ASEAN Travel Exchange (ATE) 2025, a major tourism event, will take place in Sabah, as announced by Minister of Tourism, Culture, and Environment, Datuk Seri Christina Liew. This significant event will be hosted by the State Government through the Ministry of Tourism, Culture and Environment (KePKAS) at the Sabah International Convention Centre (SICC) on June 19, 2025.
ATE 2025 is poised to be a premier Business-to-Business (B2B) networking event, connecting travel trade sellers with regional buyers to foster partnerships and collaborations. Liew emphasized that this initiative aligns perfectly with Malaysia’s upcoming ASEAN Chairmanship, which officially begins on January 1, 2025. ASEAN comprises ten member countries: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. Additionally, representatives from ASEAN Plus Two partners—China and India—will be invited to participate, further enhancing the event’s significance.
“This initiative is in line with the Prime Minister’s vision to champion ASEAN’s growth and will serve as a vital platform to showcase the region’s solidarity in advancing tourism and economic development,” Christina stated.
Datuk Tan Kok Liang, President of the Federation of ASEAN Travel Associations (FATA), proposed a strategic partnership involving FATA, ASEANTA (ASEAN Tourism Association), MATTA (Malaysia Association of Tour & Travel Agents), and Air Asia Group in collaboration with the Sabah Tourism Board (STB) to organize ATE 2025.
“KePKAS and the Sabah Tourism Board fully support this proposal for a smart partnership. We are committed to hosting ATE 2025, recognising its benefits for Sabah. This major MICE event will significantly enhance Sabah’s profile on the global stage, particularly within the ASEAN region, and will have a substantial positive impact on the local economy,” Liew noted.
During a recent courtesy call by a nine-member delegation led by Tan, Liew agreed with FATA’s president that ASEAN, established in 1967, should be viewed as a “low-hanging fruit” due to its population of 700 million.
Tan elaborated on the objectives of the proposed partnership, which aims to promote tourism products, exchange ideas, and highlight destinations across Malaysia.
“Our goal is to position Malaysia, especially Sabah, as a premier global tourism destination by leveraging our role as ASEAN Chair in 2025. We aspire to develop the state as a preferred MICE and leisure destination, featuring product presentations from Sabah Parks, the Sabah Wildlife Department, the Sabah Convention Bureau, and STB as part of the agenda.”
Tan highlighted several key benefits of hosting ATE 2025, including economic impact, tourism promotion, global visibility, and cultural exchange.
“This event will undoubtedly elevate Sabah’s international profile, reinforcing its reputation as a prime travel destination and capable event host, leading to more future conferences and events.”
Citing statistics from STB, Tan reported that ASEAN visitor arrivals to Sabah reached 429,000 in 2023, accounting for 16% of total arrivals. From January to May 2024, Sabah recorded 312,330 visitor arrivals, making up 13% of total arrivals to the state.
The Minister’s meeting with the delegation concluded with the decision to invite Datuk Seri Anwar Ibrahim to be the keynote speaker at ATE 2025. The target audience will comprise tour operators, travel agents, hoteliers, homestay operators, product owners, and key decision-makers within the industry.
Eddy K. Soemawilaga, President of ASEANTA, praised the choice of Kota Kinabalu as the event location, noting that it has not previously hosted such an event. “ASEAN is embarking on a new initiative to promote this international organization in Sabah.”
Nigel Wong, President of MATTA, affirmed that ATE 2025 will directly benefit Sabah and showcase Kota Kinabalu as a desirable MICE destination. MATTA Vice-President for Inbound & Domestic, Ganneesh Ramaa, highlighted that this level of B2B engagement at the ASEAN level has never occurred in Sabah before.
Highlighting the region’s connectivity, Air Asia Group Director of Global Policy & Government Relations, Zamani Rafique, indicated that Kota Kinabalu, as the second-largest aviation hub in Malaysia, has no issues connecting with major ASEAN source markets.
Julinus Jeffery Jimit, STB Chief Executive Officer, remarked that ATE 2025 is a significant benefit for Sabah, considering the state’s primary market is the ASEAN region, representing a market potential of 700 million.
Also present at the announcement were the Ministry’s Permanent Secretary, Datuk Josie Lai, and Lawrence Chin, Immediate Past Chairman of the MATTA Sabah Chapter.-pr/BNN
