Sabah plays host to the inaugural ASEAN Travel Exchange (ATEX) 2025, marking a major milestone in regional tourism collaboration and positioning the state as a rising hub for business events in Southeast Asia.

Held at the Grand Ballroom of The Magellan Sutera Resort in Kota Kinabalu, ATEX 2025 runs from 19 to 21 June, bringing together 354 travel and hospitality professionals from across ASEAN and key international markets. The three-day event includes B2B networking, trade dialogues, and strategic tourism discussions aligned with Visit Malaysia Year 2026 objectives.

Organised jointly by the ASEAN Tourism Association (ASEANTA), Federation of ASEAN Travel Associations (FATA), and Malaysian Association of Tour and Travel Agents (MATTA), ATEX 2025 is supported by the Ministry of Tourism, Culture, and Environment Sabah, along with strategic partners AirAsia Group and Jetama Water.

A total of 229 semi-hosted buyers from 17 countries including China, India, and South Korea are participating, alongside 125 sellers from seven ASEAN nations. The event underscores Sabah’s growing reputation as a destination not just for leisure, but for high-impact business tourism.

Organisers revealed plans to make ATEX an annual regional event, rotating among ASEAN countries to further deepen tourism cooperation and accelerate industry recovery post-pandemic.