Johor must get its tourism sector in order before 2026

New Straits Times

29-05-2025

JOHOR BARU: With under six months to Visit Johor 2026, Malaysian Tourist Guides Council president Jimmy Leong warned the state must reform its tourism sector or risk wasting a major opportunity.
Leong welcomed the Johor government's Majestic Johor campaign but said slogans must be matched by real reforms.
"Johor has the potential to become the most vibrant and sustainable state in Malaysia," Leong said. "But let's be clear, we cannot do this alone. Private and public sectors must work together to create experiences, not just sell products."
Leong urged Johor to move away from outdated models and tackle problems hurting legal tourism, especially illegal operators. "Licensed tourist guides are begging for action. Illegal Airbnb operations and multipurpose vehicles ferrying tourists without proper papers are running unchecked," he said.
"These rogue entities are robbing the industry while the government looks away."
He questioned how licensed guides can survive when undercut by unregulated operators and proposed making it mandatory for all foreign tourist groups in Johor to use licensed guides.
"Tourism's success isn't measured in brochures printed, but in jobs created. If we want to raise standards, we must first treat legal tourism partners with dignity," he said, warning that morale within the industry is wearing dangerously thin.
On the broader strategy, Leong said that post-pandemic traveller behaviour has shifted dramatically, with most tourists now planning and booking trips entirely online.
"Visitors are not stepping into travel agencies anymore. Flights, rooms, tours are all booked online…everything's digital.
"If we want Visit Johor 2026 to succeed, our strategies must be relevant to the times," he added.
Despite the challenges, Leong remained optimistic. He said Johor's proximity to Singapore is an advantage.
"With the right policies and better enforcement, Johor could be transformed into a garden city known for its space, hospitality and rich cultural experiences.
Meanwhile, Johor Menteri Besar Datuk Onn Hafiz Ghazi, unveiled an ambitious tourism overhaul under the newly corporatised Majestic Johor Tourism (MJT) Sdn Bhd.
Johor aims to draw 12 million visitors in conjunction with Visit Johor Year 2026.
The strategy, announced during the recent state assembly, signalled a shift from reactive to proactive tourism management, blending upgraded infrastructure with world-class digital marketing and global partnerships.
"Johor is blessed with stunning beaches, lush rainforests and rich cultural heritage, but we must be honest in acknowledging that our tourism offerings have not yet reached their full potential," Onn Hafiz said.
"We have listened to feedback, especially on social media, and are using it as a catalyst to elevate our standards."
Onn Hafiz said MJT will lead the charge with a corporate structure, tapping tourism professionals to steer Johor's branding, promotional campaigns and international event collaborations.
This, he said, would bring professionalism, agility, and global sensibility to Johor's tourism engine.
"We are not simply launching another campaign," he said.
"We are laying the foundation for tourism to become a sustainable economic driver that will improve the lives of Johoreans and puts the state on the global map."
Criticism, he added, had played a constructive role.
"Rather than take offence, we take ownership. The feedback has galvanised our efforts to rethink, rebuild and relaunch," he said.