The ASEAN Tourism Forum (ATF) is a cooperative regional effort to promote the Association of Southeast Asian Nations (ASEAN) region as one tourist destination. This annual event involves all the tourism industry sectors of the 10 member nations of ASEAN: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.

Each year, the hosting of ATF is rotated among the member countries. ATF 2010 marks the 29th anniversary of this event since its inauguration in Malaysia in 1981. Brunei will host ATF 2010 and is all geared up to welcome over 1,600 delegates which includes 400 international buyers and 100 international media.

On behalf of His Majesty’s Government and of the people of Brunei, I would like to convey our sincere welcome to all distinguished delegates who are participating in the upcoming ATF to be held in Brunei at the newly built BRIDEX Center from 21 to 28 January 2010.

Brunei is proud to host ATF for the second time, under the theme “ASEAN, the Heart of Green: 10 destinations, One Conservation Vision”, which goes very well with Brunei, a rainforest covered destination that has committed 58% of its territory to the Heart of Borneo initiative aimed at protecting the bio-diversity and water catchment areas in the forested areas of the three ASEAN nations that have custody over the Borneo rainforests, namely Brunei, Indonesia and Malaysia.

Since our last ATF in 2001 during Visit Brunei Year, our tourist arrivals have grown significantly, more so on the strength of promotional activities, words of mouth and the growing trend for new and different destinations, than on the back of massive tourism oriented developments.

Developing our tourism industry at a pace that is comfortable with the values of our society and that is sustainable in relation to our resources has always been a priority for us. This approach has been generally appreciated by our visitors who like the authenticity of the destination, the sincerity of the interactions with the locals and the relaxed, not overly commercialised, approach to tourism the destination has.

Tourism is a vital component in the economies of many ASEAN member countries and its role is also increasing in Brunei, especially because of its capacity to assist our oil and gas dependent economy in its diversification drive.

After a difficult year for the tourism industry worldwide, the sector needs an event such as ATF to take stock of the situation and make the necessary plans and adjustments to keep ASEAN tourism and travel on a growth path.

Brunei Darussalam, where an ever-present pristine tropical nature is one of the main draws for tourists, is a perfect backdrop for this year’s ATF with a theme of “ASEAN, the Heart of Green: 10 destinations, One Conservation Vision”. With such a theme, it will emphasize on the region’s commitment to a shared vision of sustainable and environmentally friendly development of its tourism industry. Also, ASEAN destinations’ partners will no doubt find reassurance that the region is in tune with the concerns of their clients and with the social responsibility needs of the diverse travel business entities.

As host of ATF 2010, it is a great pleasure for us to invite all distinguished delegates and members of the global travel industry and media to participate in this important forum, where an assessment of the sector’s situation will be needed and where issues of concern for the future will be discussed.

Welcome to Brunei Darussalam, the Kingdom of Unexpected Treasures, and I wish all delegates a productive ATF.

Yours Sincerely
YB Pehin Dato Yahya
Minister of Industry and Primary Resources