Kuala Lumpur: The Malaysian Association of Tour and Travel Agents (MATTA) has called for a more integrated and aggressive push to promote ASEAN as a single, cohesive tourism destination-a concept that highlights the region as a unified travel experience-rather than marketing individual countries separately. MATTA President Nigel Wong Chun Teim said the 10-member regional bloc should capitalise on this approach to boost intra-ASEAN travel and attract more international tourists to Southeast Asia.
According to BERNAMA News Agency, Wong emphasized that coordinated efforts by ASEAN nations to present the region as an interconnected travel zone would not only enhance visibility on the global tourism map but also boost tourist arrivals, particularly to Malaysia. He explained that promoting ASEAN as a single destination while highlighting each country's unique attractions could make the region more appealing to global travellers.
Wong noted that ASEAN continues to attract international tourists due to its favourable climate, cultural diversity, hospitality, and affordability. However, he highlighted that poor regional and international connectivity remains a significant barrier to tourism growth. He cited Kuching as an example, where flight options are limited despite its proximity to several ASEAN destinations.
On Malaysia's upcoming ASEAN Chairmanship in 2025, Wong said it presents a strategic opportunity to position the country as a central travel hub in Southeast Asia. He suggested that the numerous high-level meetings and official events planned throughout the year could boost tourist arrivals and enhance Malaysia's international tourism profile.
Wong also mentioned Thailand's 'Six Countries, One Destination' initiative introduced last year, which aims to simplify travel across six participating countries-Brunei, Cambodia, Laos, Malaysia, Vietnam, and Thailand-with Singapore expected to join. This initiative encourages international tourists to visit multiple ASEAN countries in a single trip, reinforcing the bloc's position as a unified tourism hub.
Meanwhile, the Ministry of Tourism, Arts and Culture (MOTAC) reported that Malaysia recorded 13.4 million tourist arrivals from January to April 2025, marking a 21 percent increase compared to the same period last year. MOTAC has set a target of 45 million international visitors for 2025, with projected tourism receipts totalling RM270 billion.
As the chair and host of ASEAN 2025, Malaysia is currently hosting the 46th ASEAN Summit and Related Meetings. This is the fifth time Malaysia is chairing ASEAN, following previous terms in 1977, 1997, 2005, and 2015.