Asean offers lucrative opportunities for Middle Eastern businesses – particularly in the luxury, medical, and halal tourism sectors – to enhance their tourism offerings across the region. By understanding Asean consumer preferences, these businesses can better tailor their marketing strategies for the region, said Datuk Manoharan Periasamy, the Director General of the Malaysia Tourism Promotion Board.
As global tourism continues to evolve, the Middle East has become a dominant player in driving cross-regional collaborations, particularly with Asean, he told TTN on the sidelines of the Travex business forum, held as part of the Asean Tourism Forum (ATF) 2025.
The Travex event serves as a key platform for global tourism stakeholders, including major players from the Middle East, to expand their reach and tap into the burgeoning Asean market, said Datuk Periasamy.
Highlighting Travex's role in boosting Asean’s position in the global tourism market, Datuk Periasamy noted that it is instrumental in strengthening the region’s collective branding and competitiveness. Moreover, it promotes intra-Asean and international tourism.
The event spotlights the region’s diversity and adaptability to emerging trends, reinforcing its global appeal. It also facilitates face-to-face interactions between Asean sellers and global buyers, fostering valuable business connections that lead to increased bookings and revenue for regional destinations, he highlighted.
“Addressing challenges and opportunities with online travel agencies (OTAs) encourages collaboration and reshapes the tourism value chain for a more customer-focused approach. Thanks to these key discussions, the future of tourism in Asean looks bright–grounded in innovation, sustainability, and a keen focus on enhancing the traveller experience,” he added.
The event underscores Asean’s commitment to sustainability, technology, and emerging tourism trends, offering the Middle East an avenue to forge meaningful partnerships and explore new business opportunities in luxury, medical, and halal tourism, he noted.
Furthermore, the growing outbound travel from Asean nations to the Middle East signals increasing market opportunities, he added.
"Being an Islamic country, Malaysia holds a special place in the hearts of the Arab business world," stated the top official.
On the role of Middle Eastern destinations in diversifying Asean tourism offerings, Datuk Periasamy said: "By enhancing multi-destination packages and leveraging major aviation hubs for better connectivity, the Middle East can help improve accessibility between the two regions."
These partnerships also have the potential to inspire new luxury tourism products that complement Asean’s existing tourism assets, he added.
On the major topics discussed at Travex, Datuk Periasamy said several key themes emerged, each aimed at positioning Asean’s tourism sector for success in a rapidly changing global market. These included identifying major trends such as technology, sustainability, and shifting consumer behaviours. By understanding these shifts, Asean's tourism industry will be better equipped to adapt and thrive in an increasingly competitive global market, he noted.
Another priority area for Asean is Artificial Intelligence (AI) integration and the role of online travel agencies. AI is set to transform the way tourism operations are managed–from streamlining processes to delivering hyper-personalised customer experiences. It promises to boost efficiency and elevate customer satisfaction to new heights, he stated.
As strategic partners, Middle Eastern operators can benefit from Asean’s use of AI (through chatbots, predictive analytics, and tailored recommendations) by collaborating on shared platforms for seamless regional travel. Additionally, the two regions can co-develop AI-powered itineraries targeted at specific demographics, such as the in-demand halal tourism sector, the official noted.
One of the focus areas for Travex this year was Malaysian SMEs, whose sustainable practices have inspired widespread adoption, said a proud Datuk Periasamy.
"A standout conversation focused on how Malaysian SMEs are adopting sustainable practices. These businesses are not only driving economic growth but also offering inspiring models for others in the region to follow–proving that environmental responsibility can go hand in hand with success," said the official.
Malaysia has been consistently improving in sustainable tourism rankings due to strong eco-tourism initiatives and green certifications.
REGION PROMOTES UNITED VISION FOR SUSTAINABLE TOURISM
The Association of Southeast Asian Nations’ (Asean) collective commitment to tourism innovation and sustainability was highlighted at a major tourism event in Johor Bahru, Malaysia.
The Asean Travel Exchange (Travex), a flagship event for Asean tourism, brought together over 1,000 global delegates and highlighted the region’s united efforts to position itself as a leading sustainable tourism destination.
Held in January under the theme "Unity in Motion: Shaping Asean’s Tourism Tomorrow," Travex was inaugurated by Datuk Onn Hafiz Ghazi, Chief Minister of Johor, and the Malaysian Minister of Tourism, Arts and Culture, Datuk Seri Tiong King Sing, at the Persada Johor International Convention Centre. The event, part of the Asean Tourism Forum 2025, provided a dynamic business platform for 221 sellers and 323 buyers from 42 countries to connect and explore the region’s diverse tourism offerings.
In his opening remarks, Yab Dato’ Onn Hafiz Ghazi emphasised Asean’s unified vision in promoting the region as a premier global tourism destination.
“The theme of this year’s forum, ‘Unity in Motion: Shaping Asean’s Tourism Tomorrow,’ carries a powerful message of hope, innovation, and sustainability,” he said. “It reminds us of our collective responsibility to pioneer new strategies that promote tourism while preserving our natural environment, safeguarding cultural heritage, and uplifting our communities. This aligns perfectly with Malaysia’s 2025 Asean Chairmanship theme of ‘Inclusivity and Sustainability.’”
Datuk Seri Tiong King Sing echoed these sentiments, calling on Asean governments to work together in creating a future that captivates global travellers with Southeast Asia’s breathtaking landscapes, vibrant cultural heritage, and inspiring stories.
Travex underscored Asean’s commitment to leveraging tourism as a force for sustainable development, strengthening its position as a global leader in responsible travel.
The minister said that the region had the potential to lead global efforts by championing decarbonisation in aviation, integrating renewable energy, and advancing innovative tourism approaches such as community-based tourism, ecotourism, and regenerative tourism.
Addressing the challenges of over-tourism is critical to maintaining the balance between tourism growth and public goods, he noted.
The event saw leading industry experts host discussions on major trends shaping tourism in the region and future challenges. The focus was on charting out strategies for Asean to remain competitive and sustainable in an increasingly dynamic global tourism market.