As Malaysia’s southernmost state, Johor has long been known as a bustling gateway connecting Malaysia and Singapore. But by 2026, this vibrant region aims to redefine itself not just as a transit point — but as a must-visit destination in its own right.
A Vision to Welcome the World
The Johor state government, through Tourism Johor, has embarked on a bold mission: to attract 12 million visitors and generate RM42 billion in tourism revenue by the year 2026.
Under the banner “Visit Johor 2026,” the campaign blends culture, nature, heritage, innovation, and inclusivity to deliver an unforgettable visitor experience. It’s not just about numbers — it’s about redefining Johor’s identity as Malaysia’s most diverse and welcoming destination.
A Melting Pot of Culture and Heritage
Johor’s rich tapestry of traditions forms the heart of the campaign. From the royal heritage of Johor Bahru to the timeless crafts of Batu Pahat, every district tells a story.
Events such as the Majestic Johor Festival, Chingay Parade, and World Kite Festival in Pasir Gudang will take center stage, showcasing the state’s multicultural spirit — Malay, Chinese, Indian, and indigenous influences all woven into one vibrant fabric.
Visitors can expect heritage trails, cultural performances, and gastronomic journeys that celebrate Johor’s identity as both modern and traditional.
Nature Meets Sustainability
Beyond the cities, Johor’s natural beauty takes the spotlight. The campaign champions eco-tourism and sustainable travel, ensuring that the state’s stunning landscapes — from Gunung Ledang National Park to the coral-fringed Mersing Islands — are preserved for generations to come.
With an emphasis on responsible tourism, initiatives are being launched to promote conservation and community-led tourism, particularly in rural and coastal areas.
Engaging the People: A Community Movement
Unlike many tourism campaigns, Visit Johor 2026 is people-driven. Locals are encouraged to become ambassadors of their hometowns — from displaying campaign decals on vehicles to participating in promotional events and hosting visitors.
Grassroots efforts aim to empower Johoreans to tell their own stories, turning every resident into a storyteller and every town into a destination.
Experience Highlights of Visit Johor 2026
- Desaru Coast – Luxury resorts, family attractions, and golden beaches.
- Johor Bahru City – Historical landmarks, cafés, museums, and shopping.
- Muar – A UNESCO Creative City for gastronomy and culture.
- Kluang – Coffee culture and mural trails.
- Mersing Islands – Paradise for divers and eco-adventurers.
- Desaru Coast – Luxury resorts, family attractions, and golden beaches.
- Johor Bahru City – Historical landmarks, cafés, museums, and shopping.
- Muar – A UNESCO Creative City for gastronomy and culture.
- Kluang – Coffee culture and mural trails.
- Mersing Islands – Paradise for divers and eco-adventurers.
Each corner of Johor will play a role in welcoming the world — creating a mosaic of experiences for every type of traveller.
The Future is Johor
As 2026 approaches, Johor stands on the cusp of transformation. With a perfect mix of heritage charm, natural splendour, modern convenience, and cultural harmony, the state is ready to claim its place as a tourism powerhouse in Southeast Asia.
“Visit Johor 2026” is more than a campaign — it’s a celebration of identity, a promise of hospitality, and a vision for sustainable growth.
So pack your bags, mark your calendars, and get ready. Johor awaits — where every journey begins with a smile.
