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JETCO Connect 2.0, a collaborative initiative between Johor Economic, Tourism and Cultural Office Singapore and Tourism Johor, has taken shape as part of the broader efforts to elevate tourism offerings between Johor and Singapore. Launched in late August 2026, the program marks a shift from showcasing Johor’s attractions to actively developing cross-border partnerships aimed at creating tailored travel experiences for Singaporean tourists. This follows the initial success of JETCO Connect in 2025, which introduced key aspects of Johor’s tourism potential to international audiences. The initiative kicked off with a two-day Familiarisation (FAM) trip on 12–13 August 2026, drawing around 40 Singapore-based travel trade representatives. These included travel agents, inbound tour operators, golf specialists, and media personnel who were given a guided tour of Johor’s diverse offerings, ranging from cultural landmarks and natural landscapes to culinary delights and island getaways. The FAM trip was designed to provide these industry players with firsthand insights into the region’s appeal, enabling them to better represent Johor to their clients. On 13 August, a Tourism Product Development Workshop brought together approximately 80 participants from both Johor and Singapore. The session focused on crafting comprehensive tourism packages tailored specifically for the Singapore market. Themes covered included heritage and culture, gastronomy, eco-tourism, sports tourism, golf, halal experiences, and island tourism. The goal was to align these offerings with the preferences of Singaporean travelers while ensuring they met high standards of quality and relevance. A follow-up Partner Networking Session was scheduled for 19 August 2026, during which JETCO officials would engage directly with local operators in Singapore. The aim was to present the newly developed tourism concepts and outline actionable steps for bringing them to market. This session underscored the importance of sustained dialogue and partnership between the two regions to ensure long-term success. One of the standout projects emerging from earlier discussions was the reimagining of the road trip to Desaru. Historically, the Desaru Coast had been a popular destination for Singaporeans due to its beautiful beaches and luxury resorts. However, the journey to these destinations often fell short of expectations, particularly in terms of comfort and convenience. In response, JETCO partnered with a private operator to introduce the SVIP 27-Seater Daily Coach service, set to launch on 1 September 2026. This new coach service features a range of enhancements designed to improve the overall travel experience. With 27 seats, each equipped with individual USB charging ports, passengers can enjoy greater comfort and connectivity throughout their journey. The service departs from three strategically located points in Singapore: Tampines, Suntec City, and Jurong East. These locations were selected to accommodate a wide range of travelers, from suburban residents to city professionals. From 1 September to 31 October 2026, the service will operate at a cost of $45 per person, with an optional $10 upgrade fee that can be waived upon booking. The introduction of this service represents a significant step forward in addressing the logistical challenges associated with intercity travel between Johor and Singapore, ultimately enhancing the accessibility and appeal of the region for tourists. As JETCO continues to expand its efforts in strengthening tourism ties between Johor and Singapore, it has extended an invitation to all relevant stakeholders, including tourism businesses, attractions, hotels, travel operators, and industry associations, to participate in further collaborations. The ongoing initiatives reflect a commitment to innovation and mutual growth, positioning Johor as a more attractive and accessible destination for Singaporean travelers.