THE Asean Tourism Forum (ATF), to be hosted by member-nation, Brunei Darussalam, in Bandar Seri Begawan, Brunei from Jan. 21-28, 2010, is well on its way to bringing more than 400 seller organisations 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 over the world are also expected to attend.

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Into its 29th year and represented by the 2010 theme – ‘Asean – The Heart of Green’, ATF 2010 will focus on advancing 2010’s green theme in entrenching responsible environmental and social practices in tourism-related businesses.

It is expected that many participants will capitalize on the 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.

To be staged at the Bridex (Brunei International Defence Exhibition) Centre, the purpose-built exhibition center is located within a natural terrain setting on an ocean-facing site in Jerudong. According to the organizers, the host committee, led by Brunei Tourism, is sparing no effort in ensuring all delegates and visitors will have a memorable time in Brunei. They add, 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. 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 organisations 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 new feature of ATF 2010 is the ability of delegates to book their choice of official or supporting hotels online.

The online facility 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.