Most business activities were held at Persada Johor International Convention Centre in the state capital, Johor Bahru. Hosted buyers stayed in city hotels while the media were billeted 30 minutes away at Iskandar Puteri, positioned as “a shining symbol of Johor’s progress – where innovation, rich cultural heritage and sustainable development harmoniously converge”.
Post-TRAVEX tours for hosted buyers and media took in the 35,000-pax ultra-modern Sultan Ibrahim Stadium, including Hummer limousine rides, and Johor Royal Palace Museum with its magnificent gold and ceramic displays and other regalia.
Delegates also visited LEGOLAND Malaysia Resort and Johor Premium Outlets for shopping. Desaru Coast, in southeastern Johor, hosted technical tours for ministers and senior-level officials.
LEGOLAND Malaysia Resort is more than a family-oriented theme park. It welcomes incentive trips, team-building activities, corporate retreats and family days.
“At TRAVEX, we received inquiries from MICE buyers and incentive planners from various markets, particularly those already bringing corporate groups to Malaysia,” said Cs Lim, vice president of LEGOLAND Malaysia Resort.
“While Australia remains one of our key markets for individual family travellers, we see rising interest in incentive travel from Southeast Asia, with potential growth from Australia and New Zealand.”
Desaru Coast attracted many attendees at TRAVEX, with its presentation of Ombak Festival – an international festival of music, arts, F&B and kids programming – proving popular.
The team reported strong interest in the ‘MICE Reinvented’ offerings which provide customisable events to inspire, rejuvenate and reconnect people.
“We met a diverse mix of potential buyers, predominantly from India, the Middle East, Indonesia and across ASEAN countries. Long-haul international markets, including potential buyers from Australia, also expressed interest due to Desaru Coast’s direct connectivity to Singapore,” said Zamsuzliana Ahmad, general manager of sales at Desaru Coast.
The 90-minute ferry ride from Singapore’s Tanah Merah Ferry Terminal runs on Thursdays through Sundays. The main crossing between Singapore and Johor is via the Causeway but sees heavy traffic daily; the Second Link is another option to access Iskandar Puteri.
International arrivals can take a short flight from Kuala Lumpur to Senai in Johor. From there, it is about 25 minutes to Iskandar Puteri and 45 minutes to the city by bus or 30 minutes by car.
Some hotels with city and resort locations facilitate split stays and events for corporate and association groups.
ATF and TRAVEX 2025 enjoyed strong private sector support.
“By aligning with Tourism Johor and other industry partners, we contribute to creating a more cohesive and well-supported journey for event planners and corporate groups looking at Johor as their destination of choice,” said LEGOLAND’s Lim.
Ahmad added: “Desaru Coast has a longstanding relationship with Tourism Johor, working in different ways to promote both MICE and FIT, and as a large international events venue. This goes beyond TRAVEX, in the lead-up to the Visit Johor 2026 and Visit Malaysia 2026 campaigns.”
