Kota Kinabalu: The ASEAN Travel Exchange (ATEX) 2025, slated for June 19 here, aims to strengthen regional tourism cooperation and position Sabah as a premier tourism destination in the ASEAN region. The Sabah Chief Minister's Department, in a statement today, said Chief Minister Datuk Seri Hajiji Noor received a briefing from key tourism industry leaders at Menara Kinabalu here today regarding the upcoming event.

According to BERNAMA News Agency, the president of the Federation of ASEAN Travel Association (FATA), Datuk Tan Kok Liang, stated that ATEX 2025 marks a significant milestone as Sabah's first international Business-to-Business (B2B) tourism event. The event is expected to attract 200 international buyers and 100 regional sellers.

"This landmark event will serve as a platform for trade networking, dialogue sessions, and fostering collaboration within the tourism sector," the statement quoted Tan as saying. The event, backed by Sabah's Tourism, Culture and Environment Ministry and various tourism bodies, is positioned to elevate Sabah's presence in both regional and international tourism markets.

The high-level delegation included the president of the ASEAN Tourism Association (ASEANTA), Eddy Krismeidi; president of the Malaysian Association of Tour and Travel Agents (MATTA), Nigel Wong; and AirAsia's Director of Global Policy and Government Relations, Zamani Rafique. Also present during the briefing was Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai, who is also the chairman of Sabah Tourism Board.