JOHOR’s sports tourism sector is gaining momentum as a sports hub in South-East Asia.
The growth is driven by major tournaments, top sporting facilities and collaborations with the hospitality industry.
The Sultan of Johor Cup (SOJ), now in its 13th edition, remains one of the state’s most popular.
Since its inception in 2011, the Under-21 international hockey invitational – the only one sanctioned by the International Hockey Federation (FIH) – has drawn top teams and fans from around the world.
A Malaysian hockey player (middle) playing against New Zealand in their clash during the 2025 Sultan of Johor Cup held at Taman Daya Hockey Stadium in Johor Baru.
Johor Hockey Association (JHA) president Datuk Manjit Majid Abdullah said the tournament had helped position Johor as a key sports tourism hub.
“Every year, we receive requests from leading hockey nations to participate in the SOJ, which is usually held in October.
“However, only six teams are allowed to take part, and each delegation – including players, coaches and supporters – stay in Johor throughout the eight to 10 days of competition,” he said.
The event has generated significant economic benefits for hotels, restaurants and small businesses alike, he said.
Manjit said the Taman Daya Hockey Stadium in Johor Baru often attracted passionate local and international fans eager to watch the next generation of hockey stars.
“The exposure young players get from facing international teams has greatly improved their performance and confidence.
“The SOJ has undoubtedly elevated the standard of hockey in Johor and Malaysia,” he added.
After a brief pause during the Covid-19 pandemic, Manjit said the tournament’s strong comeback had reinforced Johor’s reputation as a state committed to sports and tourism growth.
The Badminton World Federation (BWF) Super 100 tournament held at the Indoor Arena, Educity Sports Complex in Iskandar Puteri attracted shuttlers from around the world.
Home of cricket down south
Besides hockey, cricket too is becoming an integral part of Johor’s sporting landscape.
Johor Cricket Association (JCA) president Prof Dr Faidz Abd Rahman said the sport continued to attract strong participation from both locals and expatriates.
“Cricket plays an important part in Johor’s ambition to be a leading regional sports hub.
“With its growing popularity, especially among communities linked to Singapore and the Johor–Singapore Special Economic Zone (JS-SEZ), the sport offers a unique platform for cross-border engagement and recreation,” he said.
Prof Faidz said JCA had been proactive in developing facilities, organising international-standard tournaments and nurturing young talent through schools and community programmes.
He said Johor’s investment in cricket facilities had paid off, with the Dato’ Dr Harjit Singh Johor Cricket Academy and Oval in Mutiara Rini, Johor Baru, now up to international standards.
The ICC U19 Women’s T20 World Cup 2025 was held at the venue – a milestone that showcased Johor’s capability to deliver world-class events.
JDT striker Bergson da Silva (middle) heading the ball during last season Malaysian Super League match against Kelantan Darul Naim at the Sultan Ibrahim Stadium.
“All major tournaments held in Johor are live-streamed across digital platforms, drawing millions of viewers locally and internationally,” he said.
“This not only puts Johor on the global cricket map but also enhances its visibility to investors, tourists and sponsors.”
The JCA is continuing its efforts to strengthen its grassroots programmes.
There are 78 active schools involved in cricket across Johor and two centres of excellence – SMK Medini and SMK Seri Kenangan – serving as hubs for player development.
“Through initiatives like Kriket Adiwira and community clinics, we are taking cricket into rural areas to ensure inclusivity and opportunity for all,” he said.
Prof Faidz said there were plans to integrate cricket events into the Visit Johor 2026 tourism calendar, through partnerships with state and tourism agencies.
“Our long-term vision is for Johor to be recognised as the ‘Home of Cricket in southern Malaysia’,” he said.
“We want to make cricket not just a competitive sport but a tourism experience where visitors can enjoy matches, culture and leisure in one package.”
The Ironman 70.3 held earlier this year attracted athletes from around the world. This event puts Desaru, Johor, on the global stage. — Courtesy photos
Other sports
Johor is also making a name for itself in the triathlon and adventure racing world.
This year’s Ironman 70.3 in Desaru attracted over 1,000 triathletes from 45 countries, pushing their physical limits as they navigate the hilly terrain along Johor’s coastline.
Local and foreign adventure lovers are challenging themselves in events such as the Rimba X Trail Run in Iskandar Putri, Trans Mount Lambak Trail 2025 in Kluang and the TerraTropic Adventure Race in Pulau Mawar, Mersing.
International badminton events are also finding a place in Johor’s sporting calendar.
This year, the Johor Badminton Association hosted the Badminton World Federation’s (BWF) Super 100 tournament from Oct 14 to 19 at the Indoor Arena, Educity Sports Complex in Iskandar Puteri.
It was the first time in recent years that the tour was held outside Klang Valley.
Hospitality sector
Teo: Johor still has room to strengthen its sports tourism strategy, which is currently centred on domestic events.
The hospitality industry, meanwhile, also recognises sports tourism as an important aspect of growth and opportunity.
Malaysian Association of Hotels (MAH) Johor Chapter chairman Ivan Teo said Johor still had room to improve its sports tourism strategy, which was currently centred on domestic events.
He said that for sports tourism to grow sustainably, the focus should be on building international connections and involving local sports associations in long-term planning.
“We still have a lot to improve in sports tourism. Presently, many of the sporting events are local in nature,” he noted.
Teo said event organisers frequently worked with hotels to coordinate special arrangements for student tournaments.
He said while sports tourism in Johor currently focused on football and golf, hoteliers were open to working with the state to expand to other sports.
“Football and golf dominate now, but I am sure there are more sports that hoteliers can collaborate on with the Johor government,” he said.
Teo said Johor had the right infrastructure to host large-scale events.
“Our infrastructure, logistics, sports complexes, hotel rooms and F&B services can support many events simultaneously.
“But we should take baby steps and focus more on our neighbours first by holding friendly matches, student tournaments or corporate leagues,” he said.
Teo said investing in sports tourism was good for Johor because the state was affordable, accessible and rich in culture.
“The challenge is the software, how we connect with Asian sports associations and maintain these networks.
“Over time these relationships will grow, especially if local sports bodies are involved in creating a long-term blueprint,” he added.
Football’s contribution
Adding to Johor’s sports tourism drive is Johor Darul Ta’zim (JDT), which has been promoting football-based tourism activities through its world-class Sultan Ibrahim Stadium in Iskandar Puteri.
In 2020, the stadium gained recognition as the best stadium in the world based on a poll run by Polish-based StadiumDB.com
In a media statement, the club said various JDT tourism activities were featured at the Johor Tourism and Johor Economic, Tourism and Cultural Office Singapore (Jetco) booth at ITB Asia 2025 – Asia’s largest travel trade show, held in Singapore.
With world-class facilities, growing international exposure, and collaboration between sports bodies, tourism agencies and the hospitality sector, Johor’s ambition to become a regional sporting powerhouse looks promising.
