The inaugural ASEAN Travel Exchange (ATEX) 2025, which commenced on June 19 in Kota Kinabalu, Sabah, could pave the way for Sabah to become its permanent home.
Positioned as the only private sector-driven tourism event in Malaysia, ATEX is jointly organised by ASEAN’s leading tourism bodies – the ASEAN Tourism Association (ASEANTA), the Federation of ASEAN Travel Associations (FATA), and the Malaysian Association of Tour and Travel Agents (MATTA). The event is supported by the Ministry of Tourism, Culture and Environment Sabah, Sabah Tourism Board, Sabah Convention Bureau, as well as strategic partners including AirAsia Group and Jetama Water.
Sabah’s minister of tourism, culture and environment, Christina Liew, proposed institutionalising ATEX as a signature annual tourism event for the Malaysian state, highlighting its alignment with Sabah’s broader vision to boost regional travel collaboration and elevate its profile as a key destination for tourism and business events in South-east Asia.
When asked about Liew’s offer for Sabah to host ATEX annually, FATA president Tan Kok Liang told TTG Asia: “We are always open to possibilities and will discuss this with our partners, ASEANTA and MATTA.”
Delivering the chief minister’s prepared opening speech, Liew said: “Hosting ATEX 2025 in Kota Kinabalu is not just an honour for us in Sabah, it is also a platform brimming with potential. It offers us the chance to learn from one another, forge new connections, and collectively shape the future of tourism in this region.”
Tourism remains a vital contributor to Sabah’s economy, accounting for around 15 per cent of the state’s GDP. The sector has created more than 380,000 jobs across various segments including accommodation, F&B, transportation, tour operations, guiding services, and retail.
The ATEX programme features a three-day format designed to maximise engagement and business opportunities.
The first day is dedicated to product presentations that highlight Sabah’s commitment to sustainable development goals, its wildlife conservation efforts, and its strengths in culture, adventure, nature, and business events, thus positioning the state as a well-rounded destination for responsible and experiential travel.
The second day focuses on structured B2B meetings between hosted buyers and sellers.
On the third day, hosted buyers will embark on curated tours to key destinations in and around Kota Kinabalu. Each day also includes dedicated networking opportunities, allowing participants to build meaningful connections throughout the event.
