The organising of the ASEAN Economic Ministers' (AEM) Retreat and related meetings, beginning Feb 22 to 28, can give a boost to Desaru which all this time has been the "hidden gem" in this state.
Pengerang Municipal Council president Mohammad Nazrul Abd Rahim said that this event will also help promote Desaru as a tourist destination on par with famous local locations such as Langkawi and Pulau Tioman.
"Desaru is situated in Pengerang. When we talk about Pengerang, we think about oil and gas compared to tourism whereas there are many interesting places here that are less known to visitors," he told Bernama in a recent interview.
"That is why we need events such as the ASEAN-level meeting because we want to brand Desaru as the best tourist destination in Johor and generally in Malaysia."
He said the organisation of this event also indirectly promotes the Visit Johor Year 2026, which aims for 12 million domestic and international tourist arrivals.
Mohammad Nazrul stated that the organisation of the AEM Retreat is also expected to bring economic spillover to the local community and surrounding areas, including 20 to 30 small and medium enterprises (SMEs).
"In conjunction with the event, an exhibition booth is also expected to be opened, which will provide an opportunity for local SMEs to participate and promote their products.
"We are asked to collaborate with the Ministry of Investment, Trade and Industry (MITI) to hold a sales exhibition. The exhibition and sale of our SME products will be located near Kota Tinggi," he said.
Additionally, he said that the event would also promote the unique foods available here, especially the famous lobster dish among tourists and seafood enthusiasts in Desaru, as well as horseshoe crab and Gong-gong snail, which are popular among those who come to Kota Tinggi.
"When the delegations from all ASEAN countries come here, they will try and taste the deliciousness of our food in Kota Tinggi or Desaru."
"Besides that, they can visit interesting places near Desaru and Kota Tinggi. So, this spillover is not only benefitting the Desaru area but also the surrounding areas," he said.
The AEM Retreat and related meetings will commence with the ASEAN Senior Economic Officials' Meeting (SEOM) Retreat on Feb 22 and culminate in the 31st AEM Retreat on Feb 27 and 28.
The ASEAN Economic Ministers are expected to discuss 18 priority economic deliverables (PEDs) at the retreat aimed at driving regional economic integration, inclusivity, sustainability and digital trade.