Tourism Malaysia teamed up with Spritzer for the third edition of Spritzer’s travel campaign, Air Love Cuti-Cuti: Jom Makan-Makan, with the homegrown natural mineral water brand as the official Hydration Partner. Keeping in mind that food is central to every Malaysian’s travel plan, this year’s edition focuses on Malaysian food as the heart of the journey, encouraging people to revisit familiar favourites while experiencing vibrant cultures and discovering new dishes and destinations across Malaysia.
“Nak makan apa?” Providing exciting answers to the age-old question
Now in its third year, Air Love Cuti-Cuti: Jom Makan-Makan reflects Tourism Malaysia and Spritzer’s ongoing mission of championing local travel and culture, turning a familiar craving into a reason to explore. Whether travelling to another state for a favourite dish or rediscovering a taste from home, this campaign shows how food, paired with trusted and quality hydration, can open the door to more of Malaysia’s offerings.
This collaboration is vital to the campaign’s impact: it pairs Tourism Malaysia’s national reach and mandate to promote domestic travel with Spritzer’s everyday presence in Malaysian households, allowing the message to reach travellers during crucial moments, including meals, road trips and weekend getaways, where the decision to explore more of Malaysia is made. This further reinforces the momentum, following the 74.7 million domestic visitors recorded in the first quarter of 2026, marking a 7.2 per cent increase from 69.7 million during the same period in 2025.
For Tourism Malaysia, it brings a well-loved consumer brand into efforts to inspire more Malaysians to explore their own country. For Spritzer, the partnership reinforces the brand’s position as a trusted companion for Malaysians on the move, ensuring better hydration throughout the journey. Together, both parties share the belief that food, culture, and quality hydration go hand in hand in shaping meaningful travel experiences, and that this kind of partnership remains key to sustaining the momentum of Visit Malaysia 2026-2027 (VM2026-2027).
Swipe right to makan: Getting Malaysians on the eatlocal.my platform
At the centre of the campaign is the eatlocal.my website, Spritzer’s swipe-to-discover platform, which is designed around a simple, familiar mechanic to make food and travel discovery more engaging. Users can browse over 100 Malaysian dishes, swipe right on those that appeal to them or left on those that do not, and discover places serving those dishes within a 15km radius. This dish-first experience answers the familiar Malaysian “Nak makan apa?” question. The featured dishes range from main meals such as nasi lemak and chicken rice to popular snacks and kuih, including curry puffs and apam balik. By starting with a dish rather than a restaurant, the platform makes deciding what to eat the first step towards discovering gastronomically rich destinations.
The platform currently covers seven destinations, including Kuala Lumpur, Selangor, Penang, Johor, Perak, Melaka and Sabah. These destinations are selected for their rich food offerings and appeal to Malaysians seeking local culinary experiences. This campaign will include more states and destinations in the future. Beyond discovering food, users can check in at featured locations to earn points, which are redeemable on an ongoing basis for travel, dining and lifestyle rewards, while also qualifying for monthly lucky draws offering flights to Langkawi.
Rediscovering Malaysians’ appreciation for Makan-Makan
The campaign and platform showcase Malaysia’s culinary heritage as an accessible, engaging way to experience the country’s cultures, traditions and communities. By encouraging Malaysians and visitors to travel through food, Air Love Cuti-Cuti: Jom Makan-Makan also supports the continued growth of domestic tourism, in support of the VM2026-2027 goal of enhancing the overall quality of traveller experience throughout the journey. This kind of collaboration between a trusted homegrown natural mineral water brand and the national tourism agency will help sustain long-term interest in domestic travel, well beyond the campaign period.
Spearheaded by Spritzer, Air Love Cuti-Cuti: Jom Makan-Makan will continue throughout 2026 as an integrated food and tourism discovery campaign, with eatlocal.my serving as its central platform. The campaign will be realised through roadshows in participating states, travel content featuring local food experiences, a collaboration with local artist Bingka featuring a limited-edition tote bag inspired by Malaysian dishes, exclusive collectible rewards including a specially designed sun bear plushie, and ongoing promotional activities designed to encourage Malaysians to revisit the platform and continue exploring.
Start swiping at eatlocal.my today. For more information, please visit their website.
Also read: Everyone Deserves “Better” Water! Here’s Why M’sians Should Switch to Drinking Silica Water
