JOHOR, the “Jewel of the South”, is set to shine at the upcoming MATTA Fair 2026 in Kuala Lumpur, having been officially named “Malaysia’s Favourite Destination”.
The recognition comes as the state showcases diverse offerings ranging from upgraded heritage sites to niche eco-tourism experiences, for the Visit Johor 2026 campaign.
Tourism Johor director Mohammad Nazrul Abd Rahim said the state was honoured by the title from Malaysian Association of Tour and Travel Agents (MATTA), which aligned with its goal of positioning Johor as a top-tier travel hub.
MATTA vice-president (air transportation) Dr Fazil Khan noted that Johor’s rich culture and strategic proximity to Singapore continued to make the state a standout choice for local as well as international travellers.
Speaking at the press conference for the fair happening next month, he said Johor Pavilion would offer a taste of the state’s vibrant heritage with ghazal and zapin performances alongside traditional games.
Majestic Johor Tourism Sdn Bhd chief operating officer Jeffri Munir said the state would highlight attractions across all 10 districts.
“We want to showcase our hidden gems, gastronomy and upgraded tourism products,” he said.
Among the highlights in the state capital of Johor Baru is the Johor Zoo, Malaysia’s oldest zoo that has undergone two phases of upgrades.
Jeffri described it as the most affordable zoo in the country with an entrance fee of only RM10 for adults.
He also revealed that a “Night Zoo” experience is expected to debut this April.
Other key heritage attractions include Kompleks Warisan Sultan Abu Bakar, which features new interactive elements, and Muzium Tokoh Johor.
For those seeking local community experiences, the state is also promoting Kampung Sungai Melayu with its fishing heritage and new ecotourism attractions.
To modernise its outreach, Jeffri said Johor was set to work on digital promotions as well as a dedicated tourism website.
To improve the visitor experience in the city, he said a free shuttle bus service with eight stops around Johor Baru was also being refined.
MATTA Fair 2026 will be held at Malaysia International Trade and Exhibition Centre (Mitec) on April 3 to 5, 10am to 9pm.
The event has been expanded to cover over 40,000sq m across 10 halls, with 2,043 booths involving 330 organisations, including travel agencies, tourism bodies, hotels, resorts, theme parks and other tourism-related service providers.
Admission is free.
Visitors are encouraged to use the free shuttle bus service to Mitec with pickup and drop-off points at KL Sentral and Sunway Putra Mall.
