Some 4,000 dancers performing ‘zapin’ during the launch of Visit Johor 2026 at Dataran Bandaraya Johor Baru. — Photos: THOMAS YONG/The Star
Tourism campaign an economic driver to benefit folk directly
Visit Johor 2026 has been launched in grand fashion, marking a major milestone in the state’s tourism ambitions as it positions itself on the global travel map.
Held at Dataran Bandaraya Johor Baru, the launch drew more than 20,000 people despite heavy rain, reflecting strong public support and enthusiasm for the state’s tourism and cultural agenda.
Johor Mentri Besar Datuk Onn Hafiz Ghazi described the turnout as a powerful symbol of the Bangsa Johor spirit and the people’s deep appreciation for the state’s heritage, culture and identity.
He said the public’s strong presence demonstrated resilience and unity.
The same evening, Johor entered Malaysia Book of Records for the “Largest Zapin Performance”, featuring 4,000 people dancing the Zapin Mehlah Johor.
Onn Hafiz (centre) launching Visit Johor 2026 during Malaysia Cultural Festival 2025.
According to Tourism Johor, the new form of the traditional zapin dance elevated the state’s traditional arts to the national and international stage.
Onn Hafiz said Visit Johor 2026 aimed to attract 12 million tourists, with projected economic returns exceeding RM42bil for the state.
He described the initiative as more than just a tourism campaign, as it was also a comprehensive economic driver that would benefit the people directly.
“Johor is rich in natural treasures, heritage and culture, which will continue to attract domestic and international tourists to the state next year,” he said.
Onn Hafiz said Johor boasts numerous scenic islands, particularly off Mersing, including Pulau Rawa, Pulau Mawar, Pulau Besar and Pulau Tinggi.
Visitors milling around Malaysia Cultural Festival 2025 and posing with a durian mascot (below), a feature of a booth highlighting the Segamat district.
These island destinations, he said, were among the state’s strongest natural assets and continued to gain popularity among travellers.
Johor is also home to major family-friendly attractions such as Legoland Malaysia, Adventure Waterpark Desaru Coast and Austin Heights Water & Adventure Park.
Onn Hafiz said the state government was prioritising upgrading of existing tourism infrastructure to enhance visitor experience.
Among key projects is Zoo Johor, which has been revitalised and recorded 1.2 million visitors this year, reflecting renewed public interest.
He said such infrastructure upgrades were essential to sustaining tourism growth and ensuring long-term competitiveness.
Beyond attractions, he said, Johor was strengthening logistics and transport connectivity to support the anticipated influx of tourists.
A key focus is Senai International Airport as an important gateway into the state.
The hub currently records 536 weekly flight movements, directly connecting Johor to 20 destinations, 12 of them domestic.
The eight international routes are Bangkok (Thailand), Ho Chi Minh City (Vietnam), Guangzhou and Kunming (China), Jakarta and Surabaya (Indonesia), and Makkah and Jeddah (Saudi Arabia).
Onn Hafiz said enhancing air connectivity was crucial in positioning Johor as a convenient and accessible travel hub.
Showcase of Johor’s best
“To further energise Visit Johor 2026, more than 60 large-scale and international-standard events will be held throughout the year,” said the Mentri Besar.
“These include Festival Majestic Johor, International Zapin and Music Festival, and Festival Layang-Layang.”
Other highlights include Johor Mountain challenges, Pesta Durian Segamat and various nature-based, sports and community programmes.
Onn Hafiz said the busy calendar of events aimed to ensure Johor remained vibrant and active for visitors throughout 2026.
“With the launch, Johor is now ready to step onto the world stage and welcome visitors from all corners of the globe.”
Rubeni: Johor has plenty to offer both domestic and international tourists.
He said the state government would continue upgrading tourism infrastructure while introducing new attractions in phases starting next year.
Planned events, he said, spanned cultural festivals, sports, exhibitions and major tourism showcases.
“Local cuisine will also take centre stage, with Johor’s food heritage promoted as a key tourism pillar.”
Logistics, transport connectivity and visitor accessibility are also being strengthened to support the anticipated influx of tourists, he added.
The Visit Johor 2026 launch was held in conjunction with Malaysia Cultural Festival 2025, organised with Tourism, Arts and Culture Ministry.
The dual launch underscores close collaboration between Johor government and the ministry in advancing tourism and cultural development.
Kanmani says recent upgrades will help position Johor as an international tourism destination.
As part of opening celebrations, Dataran Bandaraya Johor Baru hosted four days of activities.
Each district set up booths and interactive exhibitions to showcase local attractions, customs, culture and traditional food.
Visitors were treated to “Sajian Johor”, cultural performances, orchestral showcases, handicraft exhibitions and traditional games.
The main stage featured performances by popular local artistes across generations, as well as cultural troupes from Yayasan Warisan Johor and Istana Budaya.
The Malaysia Cultural Festival was expected to draw more than 400,000 visitors from within and outside the country.
Onn Hafiz said the programme served as a platform to stimulate tourism while uplifting local socio-economic conditions.
Lim: State’s target of 12 million visitors achievable.
As part of efforts to ensure tourism benefits reach the grassroots, the state government has partnered with a transport and services platform to support small traders and enhance visitor convenience.
During the launch, the state also unveiled the Visit Johor 2026 mascots Cuping and Jucy, two Malayan tigers symbolising strength, hospitality and balance.
Onn Hafiz expressed confidence that with strong planning, strategic partnerships and public support, Johor would emerge as a people-friendly, modern and internationally recognised tourism destination by 2026.
Tourism players gear up
From small villages like Api Api to well-known attractions in Johor Baru and Desaru, stakeholders are preparing for the Visit Johor 2026 promotions.
They expressed hope that the state-level tourism campaign would leave a lasting impact, creating sustainable opportunities for local businesses and communities.
Azmir Mad Razuki, 36, a villager from Desa Mukim Api Api in Pontian, said a group of villagers had come together in January this year to promote their village as an agro and education tourism destination.
The initiative was inspired by discarded glass bottles that were commonly found around the village.
“We decided to collect and recycle these bottles into handicrafts,” he said.
The group’s efforts received strong support from Pontian Municipal Council, Pontian District Office and Solid Waste Management and Public Cleansing Corporation (SWCorp).
They are also collaborating with non-governmental organisation Kelab Cintai Tioman which sends empty bottles from Pulau Tioman for recycling.
Azmir (right) showing how he recycles glass bottles, an art that provides an income for his village in Pontian.
“If the bottles are not cracked or broken, we buy them at 10sen each, but many are given to us for free,” said Azmir.
The team collects about 200 bottles per month, turning them into fridge magnets and other handcrafted souvenirs.
In addition to selling the crafts, the group also conducts classes to teach visitors how to turn discarded bottles and other items into art.
“Since starting the project, we have seen a steady stream of both local and foreign tourists visiting Api Api,” he said.
The village also offers a tour package where visitors can explore its coconut farm, greenhouse project and participate in art workshops, including making pillows from kekabu (silk cotton fibre), priced at RM75 per person.
Azmir expects the number of tourists to increase even further in the coming months, with plans to work closely with Tourism Johor to promote the package locally and to an international audience.
Tour guide P. Kanmani, 40, said recent improvements by the state government would help position Johor as an international tourism destination.
She noted that the number of foreign visitors had been steadily increasing, especially after the Covid-19 pandemic.
“Johor has many quality hotels, not just in Johor Baru but also in Desaru,” she said.
She added that improved connectivity had made it easier for tour operators to bring large groups to local attractions.
The four-day festival at Dataran Bandaraya Johor Baru features Johor’s culture and arts including shadow puppets, as exhibited by puppeteer Hafizal Hashim from Muar Parit Bugis Javanese Association.
The state’s wide array of local delicacies, such as Laksa Johor and tropical fruits, are a tourist draw too.
“With these developments, Johor is well placed to attract more visitors during Visit Johor 2026,” said Kanmani.
Another tour guide V. Rubeni, 37, said Johor has plenty to offer both domestic and international tourists.
“Tourists have high expectations. Johor ticks all the boxes – culture, history, food and nature,” she said, highlighting the islands off Mersing and family-oriented theme parks as examples of the state’s diverse offerings.
Rubeni added that with the right promotion, Visit Johor 2026 could be a major success for the state’s tourism sector.
Insurance agent Lim Kian Soon, 49, said the government’s target of 12 million visitors was achievable.
“As a Johorean, I am proud that the state government is working hard to make Johor a developed state by 2030.”
Lim noted that tourism improvements were visible across the state, from attractions to infrastructure.
“The government is positioning Johor as a key tourism hub in the region.”
He said the state was ready to welcome tourists to stay for more than just one night, given the wide range of activities and attractions.
“Most importantly, everyone must work together to put Johor on the international map,” Lim added.
