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With tourism booming in Southeast Asia, Travex, the main buyer-seller business segment of the ASEAN Tourism Forum (ATF), will be held in Kuching, Sarawak, Malaysia, next week.

A mood of business optimism is rising in advance of the ATF, which has the theme, 'ASEAN - Advancing Tourism Together'.

For over three decades ATF has grown in stature by adhering to a successful B2B format that limits seller participation to the 10 ASEAN member state countries. This tight geographical B2B focus gives Travex relevance and makes it a much sought-after travel industry platform.

Being held from 21st to 23rd January, ATF 2014 marks the 33rd anniversary of this event since its inauguration in Malaysia in 1981. The country and its host city Kuching, Sarawak is prepared to welcome around 1,600 delegates including 150 ASEAN tourism ministers and officials, about 500 ASEAN exhibitors, 500 international buyers, 100 international and local media and around 100 tourism trade visitors.

All 10 ASEAN NTOs are participating in Travex in the same zone on Level 2 of the Borneo Convention Center, Kuching. The ASEAN tourism secretariat also has a booth at L2205 on Level 2, where first editions of the ASEAN Travel Primer booklet will be distributed for free.

Tran Phu Cuong, Deputy Director General, International Cooperation Department, Vietnam National Administration of Tourism (VNAT), who is also Chairman of the ASEAN Tourism Marketing and Communication Working Group, explained "the availability of the latest ASEAN tourism products and services underpins the successful B2B format of ATF.

"Buyers like the one-stop access to a diverse range of ASEAN travel products. Sellers like the diverse range of buyers attending from around the world, from both established markets and emerging ones, such as ASEAN itself, Eastern Europe, Russia and Africa. ASEAN expects a lot of new tourism business to be signed this year. We are optimistic for prospects in 2014."

New business is being built on firm foundations. When fully counted, the 2013 inbound tourism arrivals to the 10 ASEAN destinations are expected to have grown by an average of 10% in 2013 to reach about 98 million. This signifies an increase of nine million visitors in 2013 over 2012.

ASEAN uses the ATF to reaffirm tourism cooperation between the government and private sectors in ASEAN countries. ATF has the objectives of facilitating economic development, environmental conservation and community wellbeing through developing socially responsible travel.

ATF 2014 is organised by the ASEAN Tourism Association (ASEANTA).

For further information visit www.atf-malaysia.com

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