Johor continues to strengthen its position in the tourism sector at the national level when the state is recognised as Malaysia’s Preferred Destination in conjunction with MATTA Fair KL 2026 which took place from the 3rd to the 5th of April 2026 at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur.
The official launching ceremony of MATTA Fair KL 2026 was officiated by Raven Kumar Krishnasamy, Chairman of the Johor State Unity, Heritage and Culture Committee, as the official representative of Dato’ Onn Hafiz Ghazi, Menteri Besar of Johor.
This ceremony reflects the strong commitment of the Johor State Government in driving the momentum of Visit Johor Year 2026 and positioning Johor as a major tourism destination in the region.
The growth of Johor’s tourism sector continues to show encouraging momentum. Based on data from the Johor State Immigration Department, Johor recorded 25 million foreign visitor arrivals in 2025, with 3.95 million arrivals recorded as of February this year.
This achievement reflects positive progress towards achieving the target of 12 million tourist arrivals and RM42.48 billion in tourism revenue in conjunction with Visit Johor Year 2026.
Johor’s participation in MATTA Fair KL 2026 is also strengthened through the involvement and support of 30 industry players and tourism activists, thus showcasing the diversity of the state’s tourism products.
Exhibitors represent various product segments including hotels and resorts, tourist attractions, ecotourism, cultural heritage products, gastronomy, family leisure destinations and community-based tourism.
This offering aims to attract stronger domestic tourism demand as well as attracting visitors from neighbouring countries, particularly Singapore, Indonesia and the Southeast Asian market as a whole.
Apart from Kuala Lumpur, Johor will continue to expand its promotional momentum by participating in the upcoming editions of MATTA Fair in Johor Bahru, Sabah and Penang, to ensure continued engagement with tourism consumers and industry players in key domestic markets.
One of the highlights of the launch event was the exchange of a Memorandum of Understanding (MoU) between Majestic Johor Tourism Sdn Bhd (MJTSB) and TikTok Malaysia, which officially appointed TikTok as the social media partner for Visit Johor Year 2026.
The collaboration is expected to strengthen digital storytelling, creator-driven campaigns and expand the reach of international content to support Johor’s tourism agenda.
Throughout the three-day event, the Johor Pavilion showcased the rich culture and heritage of the Johor people through cultural performances and various interactive activities.
Visitors had the opportunity to enjoy traditional performances, join heritage-themed experiences and take part in various exciting activities including lucky draws, special experiential sessions and other programmes designed to bring the story of Johor to life.
For this year, Johor will also introduce several new and upgraded tourism products and attractions to strengthen the state’s appeal for Visit Johor Year 2026.
Among the key attractions to be introduced are destinations such as the Heroes Museum, Sultan Abu Bakar Heritage Complex and Kampung Sungai Melayu, in addition to revitalized recreational destinations and immersive cultural experiences that celebrate the uniqueness of Johor’s heritage, nature and community tourism.
To add to the excitement throughout the event, Johor will also feature a series of special Meet & Greet sessions with famous Malaysian celebrities and personalities to support the Visit Johor Year 2026 promotion and the MATTA Fair April 2026.
Among the famous names who will be present are Sharol Shiro, Asmidar, Yana Samsudin, Fahrin Ahmad and many more, thus creating a more meaningful experience for visitors.
Fans and families can also look forward to the exclusive appearance of Cuping and Jucy, the official mascots of Visit Johor Year 2026, which will revive the spirit of the campaign and increase the engagement of visitors from all ages.
With strong participation from industry players, strategic digital collaborations and interactive on-the-ground experiences, Johor’s presence at MATTA Fair KL 2026 reinforces the state’s aspiration to emerge as one of the most attractive tourism destinations in the region ahead of Visit Johor Year 2026.
