ASEAN Tourism Forum 2010 draws strong response


The ASEAN Tourism Forum (ATF), the region’s foremost tourism and travel event to be hosted by member-nation Brunei Darussalam in Bandar Seri Begawan, Brunei, from January 21-28, 2010, is well on its way to bringing more than 400 seller organizations and 400 hosted buyers together to traverse new horizons at TRAVEX (Travel Exchange), the travel mart component of the annual event. One hundred media representatives from all over the world are also expected to attend.

Into its 29th year and represented by the 2010 theme, “ASEAN – The Heart of Green,” ATF 2010 is set to resonate the success of past ATFs in promoting tourism in the region, as well as advancing 2010’s green theme in entrenching responsible environmental and social practices in tourism-related businesses.

Registrations have been streaming in since its official announcement early this year, and it is envisaged that many participants will capitalize on this platform to re-evaluate strategies and set new directions in the travel industry in the region, as the global economy undergoes a shift to counter the effects of the financial crisis.

ATF 2010 will be staged at the spanking BRIDEX (Brunei International Defence Exhibition) Centre. The purpose-built exhibition center, located within a natural terrain setting on a prime, ocean-facing site in Jerudong, is the home ground of the international defense and security event in southeast Asia, BRIDEX, which made its debut in August 2009. The centrally-located and well-equipped exhibition hub is well poised to impress both exhibitors and delegates at ATF 2010 as much as Brunei will charm with its pristine rainforests, majestic landmarks, and warm culture.

The Host Committee, led by Brunei Tourism, is sparing no efforts in ensuring all delegates and visitors will have a memorable time in Brunei. All wheels have been set in motion to ensure that event preparations run according to, or even ahead of, schedule so that any new developments can be promptly dealt with. Mr Sheikh Jamaluddin Sheikh Mohamed, CEO of Brunei Tourism, said: “We are excited to be hosting the ATF again, and the entire nation is all geared up to welcoming our guests from all over the world next January. The support of various government agencies, private organizations, and TTG Asia Media have contributed tremendously to the smooth planning process and delivery. We are looking forward to presenting a cherished experience encompassing culture and green tourism to our guests.”

Another distinctive and new feature of ATF 2010 is the ability of delegates to book their choice of official or supporting hotels online. The online facility greatly enhances convenience for delegates to select, book, and receive a confirmation of their accommodation in just a few clicks. With more than 600 rooms available across a range of three- to five-star hotels, delegates can be assured of an enjoyable and comfortable stay in Brunei.

For full details of ATF 2010 and regular updates, visit

ATF 2010 will converge more than 1,600 delegates in networking and conducting businesses with ASEAN-based suppliers offering a diversity of destinations, new tourism products, and services.