Johor: The 46th Meeting of the Asean+3 National Tourism Organisations (NTOs) has identified ecotourism and sustainable tourism as pivotal initiatives for the growth of the tourism industry in the region. Ministry of Tourism, Arts and Culture secretary-general Datuk Roslan Abdul Rahman emphasized the significance of these tourism strategies, highlighting Malaysia’s longstanding commitment to eco-friendly travel options.

According to BERNAMA News Agency, one of the focal points of ecotourism development is the homestay programme in Malaysia, which has been systematically organized over the years. Datuk Roslan noted that the homestay initiative is community-based, allowing entire villages to form cooperatives and share resources. Such models of tourism not only promote ecological sustainability but also foster community involvement and economic benefits for local residents.

In addition to ecotourism, the meeting underscored the importance of sustainable tourism practices to ensure the longevity of the tourism sector. Efforts to preserve and conserve existing tourism hotspots, along with protecting flora and fauna, were highlighted as crucial measures. Malaysia’s introduction of the Sun Bear as the mascot for the Visit Malaysia Year 2026 campaign is an example of its commitment to sustainable tourism. The initiative aims to raise awareness about the conservation of the Sun Bear, preventing its extinction, and fostering national pride in Malaysia’s unique biodiversity.

The meeting, which began at about 9 am, saw participation from Malaysia, Brunei, Cambodia, Indonesia, Laos, Myanmar, the Philippines, Singapore, Thailand, Vietnam, China, South Korea, and Japan. It is a key feature of the ongoing ASEAN Tourism Forum (ATF) programme in Johor. This marks the second occasion Malaysia is hosting the ATF, having first hosted it in Kuching, Sarawak, in 2014. The hosting of ATF 2025 is particularly momentous for Malaysia, as it coincides with its ASEAN chairmanship this year.