ATEX 2025 to Strengthen Sabah as a Regional Tourism Destination

The ASEAN Travel Exchange (ATEX) 2025 is the first international B2B tourism event to be hosted in Sabah. A total of 200 international buyers and 100 regional sellers are arriving for trade, dialogue and collaboration in the tourism sector The event brings together buyers such as travel agents and tour operator; and sellers such as hotels and resorts. The event is scheduled on 19 June 2025 in Kota Kinabalu.

B2B is an acronym for business-to-business. The event is part of a larger ASEAN Tourism Forum (ATF), serving as a platform for ASEAN buyers and sellers to connect, explore business opportunities, strengthen partnerships and showcase a diverse range of tourism products and services within the ASEAN region.

The event Is set to attract regional tourism players to forge stronger collaborations within the ASEAN tourism industry. Datuk Tan Kok Liang – President of the Federation of Asean Travel Association (FATA) - led a delegation to visit and brief Chief Minister Datuk Seri Panglima Hajiji Haji Noor and Datuk Joniston Bangkuai, Assistant Minister of Tourism, Culture and Environment and Chairman of Sabah Tourism on 26 May 2025 at Menara Kinabalu. The delegation includes Eddy Krismeidi, President of Asean Tourism Association (Aseanta); Nigel Wong, President of Malaysian Association of Tour and Travel Agents (Matta); and Zamani Rafique, Director of Air Asia’s Global Policy and Government Relations.

ATEX 2025 will be a game changer in strengthening Sabah as a regional and international tourism destination.