Published on
March 12, 2026
A significant shift in the strategic direction of Johor’s tourism sector has begun, with a renewed focus on the local community as the foundation for long-term growth. While the state has long been known as a destination for international visitors, the state administration is currently orchestrating a deliberate shift towards domestic inclusivity. This strategy aims to position Johor residents as the primary beneficiaries of the region’s natural and man-made wonders. Fostering a sense of local ownership and pride lays the groundwork for a…