Desaru: The organising of the ASEAN Economic Ministers’ (AEM) Retreat and related meetings, scheduled from February 22 to 28, is expected to highlight Desaru, often referred to as Johor’s “hidden gem,” as a prime tourist destination. Pengerang Municipal Council president Mohammad Nazrul Abd Rahim emphasized that this event will position Desaru alongside well-known local attractions such as Langkawi and Pulau Tioman.

According to BERNAMA News Agency, Mohammad Nazrul stated that Desaru, located in Pengerang, is typically associated with oil and gas industries rather than tourism. He stressed that the ASEAN-level meeting is crucial for branding Desaru as a premier tourist spot in Johor and Malaysia at large.

The event is also aligned with promoting Visit Johor Year 2026, which targets 12 million domestic and international tourists. Mohammad Nazrul highlighted that the AEM Retreat is anticipated to generate economic benefits for the local community, including 20 to 30 small and medium enterprises (SMEs).

In conjunction with the retreat, an exhibition booth will be set up to allow local SMEs to showcase and sell their products. Collaboration with the Ministry of Investment, Trade and Industry (MITI) will facilitate this sales exhibition near Kota Tinggi.

Additionally, the retreat will feature the unique culinary offerings of the region, particularly Desaru’s renowned lobster dish, horseshoe crab, and Gong-gong snail, popular among tourists and seafood lovers in Kota Tinggi. Delegates from ASEAN countries will have the opportunity to savor these local delicacies.

The AEM Retreat will commence with the ASEAN Senior Economic Officials’ Meeting (SEOM) on February 22 and culminate in the 31st AEM Retreat on February 27 and 28. The ASEAN Economic Ministers will discuss 18 priority economic deliverables (PEDs) aimed at enhancing regional economic integration, inclusivity, sustainability, and digital trade.