Stakeholders in Johor are concerned about the low number of visitors to the state since the reopening of its border with Singapore after 18 months of closure due to the COVID-19 pandemic. Tourism Johor, the state’s tourism agency, has implemented a multi-pronged strategy to improve tourist numbers and visibility. Between April and December 2022, Johor welcomed around 8.5 million local and international visitors. However, in the first four months of 2023, the state only received about 2.8 million visitors, bringing the total number of visitors since the border reopening to 11.3 million, compared to over 17 million in 2019. Singapore, Indonesia, and the Philippines are the main sources of international visitors to Johor.
To attract more visitors, Tourism Johor has organized special events like the Majestic Johor Festival 2022 and the Pasir Gudang International Kite Festival, which attracted nearly 650,000 and half-a-million visitors, respectively. The agency has also implemented targeted marketing and promotional campaigns using various channels such as print media, digital marketing, social media, and participation in international travel fairs and exhibitions. Tourism Johor is collaborating with travel agencies and operators and improving connectivity to attract visitors planning to attend concerts in Singapore by Taylor Swift and Coldplay.
The traffic congestion at the Causeway and Second Link, which are busy border crossings between Johor and Singapore, has been a concern for industry players and tourists. The Johor Mentri Besar has taken measures to improve traffic flow, resulting in some improvements. However, there is still limited awareness of Johor as a tourist destination, and Tourism Johor recognizes the need to invest more in marketing and promotional activities. Connectivity is also an issue, with the limited number of international flights to Johor Baru discouraging tourists from visiting.
Tourism Johor is diversifying its tourism offerings beyond theme parks by promoting ecotourism sites, historical and cultural landmarks. The aim is to attract a broader range of visitors and change the perception of Johor as a seasonal holiday destination. However, the economic climate following the pandemic has affected the global tourism industry, and the tourism sector in Johor has mostly been lively only during weekends and public holidays. Local visitors are facing financial constraints due to inflation and are eliminating holiday budgets.
According to the chairman of the Malaysian Association of Hotels Johor chapter, Ivan Teo, more focus should be on attracting international visitors with greater spending capability. He suggests attracting the corporate sector in Singapore to host meetings and events in Johor, offering more affordable packages compared to the increasing rates in Singapore. Teo also believes medical tourism should be given priority. Roland Lim, the president of the Johor Baru Business and Hawker Association, shares concerns about the low number of visitors and suggests improving Johor’s image, particularly that of Johor Baru, by addressing congestion, parking issues, and safety concerns.
Credit: The Star : Metro Feed
