JOHOR Baru’s relaxed and spacious environment – a contrast to Singapore’s fast-paced urban life in tight spaces – remains a main draw for tourist arrivals from across the border.
Malaysian Tourist Guides Council president Jimmy Leong said the “luxury” of enjoying a meal at a slower place, lingering at a cafe or strolling through heritage streets without rushing, were part of the attraction.
“Studies conducted by local tourism entities show six recurring areas of interest among Singaporeans visiting Johor, particularly free independent travellers (FITs).
“Their interests are dining and local food culture, shopping and retail, lifestyle and self-care, exploring cultural heritage spots, sightseeing and adventure, as well as family-oriented activities,” he told StarMetro.
He said that unlike organised tour groups with fixed itineraries, FITs tended to curate their own experiences, often influenced by online reviews.
“Food remains a top draw.
“Visitors frequently follow online food trails to hunt down authentic local dishes, trendy cafes, and specialty outlets.
“Beyond kopitiam and hawker fare, many Singaporeans cross the Causeway for Michelin-starred restaurants, Korean barbecue joints, Japanese restaurants, and dessert cafes that are located as far as Kulai,” he said.
Leong said shopping was a must among Singaporean visitors, particularly for pharmaceutical products, fresh produce from wet markets and daily essentials.
For branded goods, they head to Johor Premium Outlets in Kulai for discounted luxury items.
“Lifestyle and self-care form another significant segment as Singaporeans often go for spa sessions, massages and hair-and-nail services.
“Johor’s medical tourism sector has also benefitted as Singaporeans seek regular health screenings, dental care and specialist treatments at comparatively lower costs, from several hospitals in Johor that hold Joint Commission International accreditation,” he said, referring to the United States-based medical accreditation.
Leong highlighted that there had been a noticeable rise in interest in Malaysian cultural heritage.
“City heritage walks such as the Johor Baru Heritage Trail, led by local guides, have drawn more Singaporeans keen to explore the city’s historical, cultural and spiritual landmarks.
“The trend suggests a growing appetite for experiential travel, rather than simply ticking off landmarks,” he said, adding that the trail explored Jalan Segget, Jalan Trus and Jalan Tan Hiok Nee in the downtown area.
Johor Baru’s proximity makes it ideal for quick getaways, Leong said, noting that many Singaporeans book accommodation independently via digital platforms, while group travel is increasingly limited to educational learning journeys, corporate retreats, incentive travel or religious and community trips.
He said tourism players and authorities often held workshops and discussions on tourist behaviours, in order to devise tour programmes to cater to them.
“As FIT travel increases, there is a need for better point-to-point logistics to support smaller, customised trips.
“Travel behaviour among Singaporeans also differs between those who drive and those who rely on public transport and e-hailing services.”
He said initiatives such as complimentary hop-on, hop-off buses could help ferry visitors from the city centre to attractions, including the Johor Zoo and the Johor Heritage Foundation Complex that are on the outskirts.
“As long as Johor Baru offers a blend of value, variety and a more leisurely pace, Singaporeans are likely to keep crossing the border for a quick escape,” he added. – By YEE XIANG YUN
