‘Johor too long known as just Singapore's neighbour'

The Star

3 days ago

Johor women, family and community development committee chairman Khairin-Nisa Ismail addressing issues concerning senior citizens during the state assembly sitting in Kota Iskandar.
GREATER effort is needed to improve Johor's tourism identity for it to be seen as more than just 'Singapore's neighbour' among tourists.
Ng Kor Sim (PH-Jementah) said the state was often seen as a transit point for tourists from Singapore heading to Kuala Lumpur or vice-versa.
'To this day, most foreign tourists still recognise Johor as 'the Malaysian state closest to Singapore' or 'Singapore's neighbour'.
'We lack a distinct or memorable tourism identity,' she said in her debate speech during the state assembly sitting at Bangunan Sultan Ismail in Kota Iskandar.
Ng said the Visit Johor 2026 logo was unveiled in January before some 1,000 local and international delegates at the Asean Tourism Forum 2025.
This move, she said, reflected Johor government's commitment to promoting the state as a tourism destination.
'However, we have to realise that our state still faces challenges that can hinder its growth and competitiveness, especially against neighbours like Melaka and Singapore,' she said, adding that these neighbours had significantly outperformed Johor in tourism infrastructure and branding.
Kuala Jasin is a popular spot for a cool swim in the lush forest reserve of Endau-Rompin National Park.
'Despite having attractions such as Mount Ledang, Desaru Coast and Endau-Rompin National Park, the lack of efficient public transport, limited airport capacity and poor connectivity can be major deterrents to attracting more international tourists,' said Ng.
'Destinations like Mersing, known for fresh seafood and beautiful islands, often see traffic congestion and many of its scenic areas remain difficult to access without private transport.'
Popular spots like Desaru and Endau-Rompin, meanwhile, were not easily reachable from Senai International Airport or the Second Link, she said.
The assemblyman also raised concerns over the limited capabilities of Senai International Airport and its struggle to attract more direct international flights due to its size and proximity to Singapore's Changi Airport.
Beyond infrastructure, Ng also questioned the state's international marketing efforts.
'We are still relatively weak in promoting our state in the international market.
'Johor is often seen as an 'add-on destination' for tourists heading to Singapore, not as a primary destination.
'Foreign tourists or tour agencies often have no direct link with either government or private tourism agencies in our state,' she said.
She proposed familiarisation tours to bring international tour operators, the media and key opinion leaders to Johor.
She said such tours were widely used in the tourism industry to promote destinations and build long-term partnerships.
It would also enable participants to create organic promotional content and help position Johor as a standalone, world-class destination, she added.
Ng also urged the state government to provide financial incentives for local tourism players to participate in major global tourism trade fairs such as Internationale Tourismus-Borse (ITB) Berlin, ITB Asia and World Travel Market London.
'Most local operators cannot afford the high costs of participating in these exhibitions, which are platforms where international buyers, media and travel agencies form partnerships.'
Such exposure, she said, could help Johor capture key markets such as Europe, China and the Middle East.