Sungai Muar or Muar River is special. Passing through three states of Peninsular Malaysia, it originates in Negeri Sembilan, passes briefly in Malacca, into Johor and ends into the Straits of Malacca. Though laden with history and presently undergoing much socio-economic development, the importance of this river remains inconspicuous, as it is simply known as Sungai Muar. This paper proposes that a geographical official entity be recognized for this river and its surrounding areas as Muar River Valley (MRV) or in Malay, Lembangan Sungai Muar to enhance any future planning and development which would be site-based, thus giving due recognition to the river. Essential data was researched. The geophysical information of MRV is gathered, which forms the first objective of the research. To realistically prove its importance as an official entity, the tourism development was chosen. This research examined previous and potentially new nature tourism research. These are then marked on the map and thus a simple visual appreciation to understand the potential of nature tourism of MRV is easily seen. Hence, a map is produced for existing tourism activities and potential tourism destinations and products in MRV. This forms the second objective. To further enhance, a venture such as nature tourism, that could increase the appreciation to the importance of MRV, a nature tourism product development was done and described, forming the third objective. The exemplary product development is based on a newly recognized oyster species, endemic to MRV named as Crassostrea (Magallana) saidii sp. nov.. All data for the three objectives were obtained through literature search using search engine like Google. Additional methods include interviewing through phone calls, face-to-face, and also Google Meet to obtain information related to land use, drainage and irrigation systems around Bandar Maharani, along with the topography around the extent of Muar District, as basic requirement for the proposal of MRV. Finally, the newly recognized oyster is developed into a tourism product of which the proposed 3 hours package include activities such as observing traditional harvesting of the oysters and tasting of oyster dishes. To complete the nature tourism product development, prototypes of souvenirs are made from shells of the new oysters. For conservation purpose, souvenirs are also made from common species. This recommendation to officiate the designation of MRV would be made to the state government of Johore, through the Muar District Office.