Malaysia’s delegation to the ASEAN Tourism Forum (ATF) this year comes with a mission to promote Malaysia as a safe travel destination following ASEAN’s unanimous support and commitment to revitalise tourism and to reopen its doors to international tourists.
Leading the Malaysian delegation to this Southeast Asia’s largest tourism trade event is Datuk Wira Dr Noor Zari Hamat, Secretary-General of the Ministry of Tourism, Arts and Culture, and attended by Datuk Musa Yusof, Deputy Director-General (Promotion) of Tourism Malaysia.
Hosted in the coastal city of Sihanoukville in Cambodia, the 40th edition of ATF 2022 from 16th to 22nd January 2022 convenes on the theme of “ASEAN – A Community of Peace and Share Future”. Joining the Malaysian delegation are representatives from Sabah Tourism Board, Malaysia Convention & Exhibition Bureau (MyCEB), Malaysia Healthcare Travel Council (MHTC) and Islamic Tourism Centre (ITC).
Besides national tourism organisations (NTOs) Media Briefing, the ATF 2022 portfolio comprises The Travel Exchange (TRAVEX), the forum’s travel trade fair, which serves as a platform for suppliers of ASEAN tourism products and services and qualified buyers from around the world to meet through pre-scheduled appointments. Taking place along this forum are several meetings, including the Meeting of ASEAN NTOs and the 25th ASEAN Tourism Ministers Meeting.
Officially opened by Cambodian Prime Minister Hun Sen, ATF 2022 welcomes 350 participants from more than 27 countries and regions. More than 200 travel buyers and sellers, as well as 50 local and international media, attended this forum.
Datuk Musa Yusof said: “In conjunction with ATF 2022, we have also hosted a special networking luncheon with travel agents and meet industry players in Phnom Penh to update our partners on the latest Malaysia’s tourism products and development.”
ASEAN market is the top contributor in terms of tourist arrivals to Malaysia. The Cambodian arrivals in Malaysia recorded a positive 7.8% growth of 90,113 in 2018 to 97,097 in 2019.
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