Local dances can be a way to showcase Johor’s identity. — Filepic
BUDGET hotels want to display a stronger sense of Johor identity and offer unique tours rather than just be a “cheaper option” for holidaymakers.
Malaysia Budget and Business Hotels Association’s (MyBHA) Johor chapter chairman Jarod Chia said its member hotels were taking steps to rebrand their image and facilities to incorporate more of the state’s identity.
“We can learn a lot from the boutique and budget hotels in Thailand and Vietnam, which often showcase the identity, culture and heritage of the respective countries and localities.
“As a traveller, you will feel a strong sense of identity when you step into the premises.
“This will help holidaymakers to learn more about the history of the place as well,” he told StarMetro.
Chia said this was outlined in MyBHA’s Rebrand, Improve, Strengthen and Educate (RISE) national strategy to seize opportunities and address the challenges faced by the industry.
“Under the Educate pillar in RISE, we will also focus more on halal certification efforts so that when we attract Indonesian travellers to Johor, there are a wide range of Muslim-friendly hotels for them to stay in,” he said.
He said one of the challenges faced by the tourism industry include self-guided travellers, who prefer planning trips on their own based on information from the Internet.
“Although that is the case, we have also taken the initiative to work with travel agencies to offer interesting local tours, which include transport and spots to purchase unique local products to bring home,” he said.
Tay says MCTA has taken its own initiative to support the tourism campaigns.
Chia also highlighted the issue of illegal accommodation providers who were still operating in various parts of the country including Johor, posing a risk to holidaymakers and the tourism industry as a whole.
He said it was vital that efforts were established to promote local tourism destinations and things to do in making Visit Malaysia 2026 and Visit Johor Year 2026 successful.
In line with the tourism campaigns, the association has also introduced an initiative called MyBHA GEM, which stood for Get Everyone Moving, he added.
“The initiative by the Johor chapter aims to round up industry players and stakeholders to form an ecosystem because we cannot make tourism happen on our own,” said Chia.
He said Johor’s Best Budget and Business Hotel Awards, introduced in December last year, was an effort to promote the state in hopes of creating more awareness among travellers.
Meanwhile, Malaysian Chinese Tourism Association (MCTA) has taken the initiative to support tourism campaigns such as introducing a travel map soon.
MCTA Johor chapter chairman Edwin Tay said it was planning to release a travel map which would be placed at the state’s entry points.
Chia says MyBHA member hotels are taking steps to rebrand their image and facilities.
“We aim to include interesting places to visit and stay as well as a food guide in English and Chinese to meet the needs of different groups,” he said.
“Although travellers tend to rely on social media for travel recommendations, we still feel that there is a need to create visibility.”
Apart from that, Tay said his chapter would continue linking up with relevant agencies to negotiate for a direct flight to link Johor Baru and Taiwan.
“Talks started last year and we hope to push for either scheduled or chartered flights to and from Taiwan so more tourists can enjoy what Johor has to offer,” he said, adding that they hoped the route could be established in the last quarter of this year.
He said the flight route, if realised, would be a good addition to the Johor Baru-Kunming (China) route introduced on Oct 31 last year.
