Kuala lumpur: Tourism Malaysia, under the Ministry of Tourism, Arts and Culture (MOTAC), has partnered with around 70 local and international brands to promote the upcoming Visit Malaysia 2026 (VM2026).
According to BERNAMA News Agency, Minister Datuk Seri Tiong King Sing stated that the collaboration is aimed at strengthening participation to boost tourism awareness ahead of VM2026, while also emphasizing the role of homegrown businesses in supporting national economic growth. "We are not only working with international brands, but also with many local brands. In total, we have around 70 brands involved in promoting VM2026. We also welcome anyone interested in helping the nation promote VM2026," said Tiong after launching the Tourism Malaysia-Bask Bear Coffee partnership for VM2026.
Tiong further urged Malaysians to consider VM2026 as a national initiative that transcends political, racial, and religious boundaries, emphasizing the economic benefits for the nation, including for the B40 group and young people. "Please don't politicise this. This is about our nation's economic growth, especially for the benefit of the people," he added.
Highlighting the unique aspects of VM2026, Tiong announced that the ministry will unveil the full programme and its distinguishing features next month. "We are trying our best to make Visit Malaysia 2026 stand out from the previous ones. Success depends on everyone working together," he emphasized.
In a show of support for VM2026, Bask Bear Coffee and Toasties announced a major sponsorship benefiting 100,000 foreign tourists and all Malaysians. The brand will offer RM1.2 million worth of coffee to international visitors through a 'Buy 1-Free 1' promotion featuring its Gula Aren series, showcasing caramel-flavoured Aren sugar from Borneo.
Additionally, Malaysians can join the Bask Bear Club, receiving a free Americano daily for RM29 per month, with early subscribers getting an extra month free. Bryan Loo, Founder and CEO of Loob Holding Sdn Bhd, noted that the partnership is a milestone for the homegrown brand, providing an opportunity to introduce authentic Malaysian flavours to tourists while rewarding local customers.
This initiative aligns with Tourism Malaysia's objective of increasing international arrivals to 47 million and generating RM329 billion in tourism receipts for VM2026.