Johor is set to spotlight its historical heritage and cultural identity as central themes in boosting tourism, as part of the upcoming Visit Johor 2026 campaign.

Tourism Johor director Mohammad Nazrul Abd Rahim revealed that a series of strategic initiatives and promotional activities will be rolled out to enhance awareness of the state’s rich legacy among both local and international travellers.

One of the key historical landmarks being promoted is the Parit Sulong Gallery—formerly the JKR Barracks—a site that witnessed intense World War II battles between Commonwealth and Japanese forces. “This location is a silent witness to the last stand before the fall of Malaya to Japanese troops,” he said during the Yok Ronda BP programme yesterday.

Alongside historical preservation, Johor aims to revitalise traditional performing arts and cultural crafts such as ghazaland gambus making, which are at risk of fading from public memory. Collaborations with agencies like the Johor Heritage Foundation are in place to sustain these cultural assets.

Tourism Johor will also promote local SME products, including traditional snacks like kerepek, as part of its experiential offerings for tourists.

These efforts align with the state’s long-term tourism agenda beyond Visit Johor 2026. Johor Mentri Besar Datuk Onn Hafiz Ghazi has set a target of 12 million tourist arrivals and RM42 billion in tourism revenue next year. To support this, RM116.35 million has been allocated to upgrade infrastructure and improve tourist attractions across the state.

The state government hopes this holistic approach will not only attract visitors but also instil a deeper appreciation of Johor’s cultural roots and historical significance.