By Mu Vitet
KOTA KINABALU: Sabah tourism industry continues to gain traction as 354 delegates from 17 countries will converge here for a premier business to business networking event.
The delegations comprise 125 sellers and 229 buyers will be here for the inaugural two-day ASEAN Travel Exchange (ATE) 2025 on June 19–20 at the Sabah International Convention Centre.
“The seller countries include Malaysia, with 88 confirmed sellers, as well as Indonesia, the Philippines, Singapore, Thailand, Vietnam, Brunei, and Cambodia.
“The buyers include representatives from the Philippines, Indonesia, Malaysia, India, and Thailand,” said Tourism, Culture and Environment Minister Datuk Seri Christina Liew after receiving a courtesy call from the organising committee led by FATA President Datuk Tan Kok Liang at her office.
ATE aims to connect travel trade sellers and regional buyers to foster partnerships, and the event is expected to be officiated by Chief Minister Datuk Seri Hajiji Noor.
The organisation of ATE stems from a strategic partnership between the Sabah Tourism Board (STB) and the ASEAN Tourism Association (ASEANTA), the Federation of ASEAN Travel Associations (FATA), the Malaysian Association of Tour & Travel Agents (MATTA), and the AirAsia Group, she said.
ASEAN comprises 10 member countries: Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam, she said.
For ATE 2025, Liew said the target audience includes tour operators, travel agents, hoteliers, homestay operators, product owners, and decision-makers from across the tourism industry.
“This strong regional presence underscores the growing international interest in Malaysia’s tourism offerings, particularly in Sabah, which continues to gain traction as a vibrant and strategic tourism hub in the region,” added Tan.
Also present were the Tourism Ministry’s Permanent Secretary Datuk Josie Lai, MATTA President Nigel Wong, MATTA Sabah Chairman Mohd Azlan Saleh, and MATTA Sabah Immediate Past Chairman Lawrence Chin.
