A lively town, Ayer Hitam is always bustling with passing vehicles and people who travels north and south.

Amongst the famous ones are prawn crackers, steamed corn, tapioca chips, and the all-time must-try "otak-otak".

Before the advent of the North–South Expressway, Ayer Hitam was a major route intersection leading to Melaka and Kuala Lumpur going northbound, Johor Bahru going southbound, Kluang and Mersing going eastbound, and Batu Pahat going westbound.

It was a popular rest stop for many tour buses and travellers between Singapore and Kuala Lumpur.

Visitors could find souvenir shops, restaurants and locals peddling to sell their vegetables.