Johor, located in southern Malaysia next to Singapore, is positioning itself for a major tourism surge in 2026 under the Visit Johor Year campaign. The state welcomed around 14 million foreign visitors in 2025 and is targeting RM42 billion in tourism revenue next year. Officials credit cross-border connectivity, new hotels, cultural attractions, and large-scale events for driving rapid growth, employment, and Johor’s emergence as a leading Southeast Asian destination.