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Cultural Heritage Tourism is taking on a new significance in the Tourism agenda.

There is also great potential in Johor for eco-tourism, agro-tourism and sports-tourism. Johor is endowed with a rich natural heritage. The Endau-Rompin Park-one of the world's oldest tropical rain forests- offers great natural beauty for the adventurous traveller. Further, Johor's beautiful and natural forest parks can also be developed into centres for eco-tourism.
Johor also has more than thirty beautiful and unspoilt off-shore islands. The islands off Mersing alone saw more than 163,000 visitors last year and possess some of the most beautiful assemblage of coral reefs in the world. Its oil palm, rubber as well as fruit tree plantations provide the state with a great potential to tap rubber, pluck fruits from the fruit plantations or observe workers harvesting oil palm fruits.