The forum is set to reinforce ASEAN’s position as a unified and dynamic tourism region, aligning with Malaysia’s ASEAN Chairmanship theme, “Inclusivity and Sustainability.” A key highlight of ATF 2025 is senior tourism, an emerging powerhouse in the global travel industry. The sector is projected to reach USD 1,720.1 billion in 2024, growing at a 7.3% CAGR (2025–2030). With senior tourists prioritizing safety, comfort, cultural immersion, and wellness experiences, the forum will critically examine ASEAN’s readiness to meet their evolving travel needs.

Additionally, the forum will address the pivotal role of tour guides in shaping visitor experiences. Despite their undeniable influence on tourist satisfaction, research and investment in tour guide competencies remain underexplored. This discussion will shed light on how enhanced training and professional development can elevate tourism service quality and align with modern traveller expectations.

Bringing together academics, policymakers, industry leaders, and postgraduate students, ATF 2025 will serve as a platform for collaboration, knowledge exchange, and strategic innovation fostering deeper regional connectivity in tourism research, education, and industry growth.