There is even an air of optimism here that Johor Baru will soon be a favourite destination among Asean travellers since AirAsia started operating flights to and from here to Bangkok, Jakarta and Surabaya recently.

More than 9,000 passengers flew by AirAsia to Bangkok in the first five months of this year, which is an average of some 1,800 passengers a month and similarly for the return flight..

The Johor Baru-Jakarta flight which made its debut early this year, saw the low- cost carrier ferrying some 11,500 passengers until June, with an average of 1,930 passengers per month.

More than 9,900 passengers were on in-coming flights.

The Johor Baru-Surabaya flight, launched in April, carried more than 6,000 passengers until last month.

Travels agents here agreed the figures were very encouraging.

State executive councillor for tourism Hoo Seong Chan said the low-cost flights were a boon, not only for the tourism industry but also to Johoreans who want to avoid the inconvenience of having to board flights at the Kuala Lumpur International Airport or Singapore.

"It is also good for Johor tourism as tourists can now fly into Johor Baru on a direct flight, which is more convenient and cheaper."

Hoo said in view of the increasing number of tourists, Johor Tourism plans to introduce an eight-point strategy, which focuses on the homestay programme; eco-tourism; health tourism; sports, food, shopping; golfing and beaches.

"Hotel operators and those who managed tourist attractions need to also come up with new ideas, like the introduction of dinner cultural shows."

He said the state goverment was also playing its part by organising tourism-related programmes such as the recent five-day trip for 37 Jakarta-based travel agents and writers, carried out with the co-operation of Tourism Malaysia and AirAsia.