Back row: Muhammad Shahnaz (fourth from left) and Izrin (third from right) with fighters who will be competing in the Coastal Combat 2026.
A major muay thai sporting tournament in Desaru is the first major competition to take place under the Visit Johor 2026 tourism campaign.
Scheduled to take place from Jan 23 to 24, the Coastal Combat 2026, a sporting spectacle jointly organised by Desaru Coast and Boxtomoi Asia, is expected to set the tone for Johor’s flagship tourism drive throughout 2026.
The two-day competition aims to draw both local and international attention by blending high-level combat sports with a beachside festival experience.
Malaysian Muay Thai Association president Datuk Muhammad Shahnaz Azmi described Coastal Combat as an important platform to elevate muay thai’s status in Malaysia.
He said the collaboration with Boxtomoi Asia marked the beginning of a new era for the sport, particularly with a competition format that combined athletic excellence with modern entertainment elements.
“This initiative will help develop highly competitive athletes while also enhancing the visibility and professionalism of muay thai in Malaysia,” he said.
Boxtomoi Asia director Nor Afandi Nor Hosni said the event would also introduce a sports reality show concept that incorporates storytelling, culture and tourism.
He said the approach was aimed at attracting a new generation of viewers seeking deeper engagement beyond live events.
“Spectators will not only witness the fights but can also follow the athletes’ journeys and training through a special four-episode YouTube series titled Coastal Combat Desaru Coast 2026.”
Nor Afandi said the series would offer behind-the-scenes access while showcasing Johor’s coastal appeal and cultural identity.
“With the combination of combat sports, a beach festival atmosphere and world-class infrastructure, Coastal Combat 2026 is expected to strengthen Desaru Coast’s reputation as a global sporting stage,” he said.
Nor Afandi said the event would further position Malaysia as a leading coastal sports tourism destination in the region.
Meanwhile, Desaru Coast chief executive officer Izrin Hashim said Coastal Combat 2026 was more than just a fight event, having been designed as a weekend festival integrating sports, entertainment and tourism at a single coastal destination.
He said Desaru Coast is leveraging its reputation for luxury resorts and pristine white beaches to position itself as a regional sports tourism hub.
“Coastal Combat 2026 is not merely about the fights. It is about creating an holistic experience that brings together combat sports, lifestyle and travel in a world-class beachfront setting,” he said.
Izrin said the event builds on the momentum of global sporting events previously hosted at Desaru Coast, including Ironman and L’Etape by Tour de France.
“These international events have elevated Desaru Coast’s profile on the global stage,” he said.
