Tourism Malaysia Unlocks New Travel Opportunities Through Creator Family Platform Across Asia

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Tourism Malaysia launched the Creator Family, a product meant to help brands connect with their audiences through real-life creators and travels across Asia. The Director Package Development Division of Tourism Malaysia, Ms. Zuraini Abdul Ghani, officially launched the Creator Family in the absence of Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia.

The Creator Family platform brings together culturally relevant creators from across the region and connects them with destinations, campaigns and brand partnerships to enhance visibility, strengthen audience engagement and support long-term growth. Through continuous creator collaborations, the initiative is designed to generate measurable value for participating brands while also supporting non-governmental organisations (NGOs) involved in community and conservation efforts.

Supported by Tourism Malaysia, Creator Family has unveiled two key campaigns. The first initiative, Routes & Roots, is a state-by-state road trip series across Malaysia, with its first season highlighting Peninsular Malaysia. The campaign aims to showcase the country’s diverse landscapes, heritage and living cultures through immersive creator-led experiences.

The second campaign, Sea Heroes, focuses on marine conservation by highlighting the efforts of environmental partners through authentic creator journeys. By sharing personal experiences and discoveries, the programme seeks to increase public awareness, encourage ocean protection and inspire audiences to take part in conservation efforts.

Ms Zuraini Abdul Ghani highlighted that Malaysia offers a wide range of destinations and new attractions for both domestic and international visitors seeking adventure, exploration and cultural experiences. The initiative comes as Malaysia prepares to strengthen tourism engagement under Visit Malaysia 2026–2027, promoting the country as a destination filled with diverse experiences and new opportunities for travellers.

“As the Visit Malaysia 2026 campaign extends to 2027, we support these homegrown initiatives which pave the way to creatively showcase Malaysia on a global scale. Visitors, both local and international, can fulfil their appetite for adventure and discovery by exploring our stellar destinations and new experiences, as well as the abundance of delicacies our multicultural country has to offer. From exciting urban quests to exotic beach escapades, to lofty mountaintop retreats and everything in between, Malaysia certainly has it all, with so much just waiting to be seen and discovered,” said Ms Zuraini Abdul Ghani.

Mr Sangeet Singh, Founder of Creator Family, said, “Creator Family was developed to bring together a network of like-minded creators as part of a meaningful initiative. Embarking on these two exciting proprietary programmes enables us to explore the road less travelled, create awareness of lesser-known destinations, and drive essential conversations. We aim to shed a new perspective on each location’s best-kept local secrets and conservation efforts, beyond the ordinary. Through this platform, we also hope to demonstrate how travelling to the unknown can be much more enjoyable, while encouraging the public to participate in a conservation programme on their next trip.”

Mr Daniel Lai, Marketing Director of iCAUR Auto Malaysia Sdn. Bhd. said, “In line with ‘Born to Play’, our brand promise around a lifestyle-driven, rugged electric adventure, we are proud to be part of this inaugural initiative to support these creators in their journey to uncover lesser-known spots across all types of terrain and the stories behind them. Ask any local, and they would say that the best way to explore the country is by taking a road trip. With well-established road connectivity, equipped with accessible roads and transportation infrastructure, road trips in Malaysia are made more possible, with ease and comfort.”

Routes & Roots: Discovering Malaysia Through Authentic Culture and Local Stories

Led by Ms Wayne Phoo, known as the Story Traveller, the Routes & Roots initiative explores Malaysia beyond traditional tourism highlights by focusing on the everyday experiences, traditions and cultural identities that shape communities across Peninsular Malaysia. The programme examines how food, beliefs, heritage and daily lifestyles influence the character of each region. Presented through four episodes across digital platforms, the series will showcase genuine environments and real people, offering audiences an authentic view of Malaysia as it is lived rather than a staged travel experience.

The programme will feature international creators from Indonesia, India and the Philippines, each bringing a unique perspective shaped by their own cultural backgrounds. Through their personal journeys, the creators will explore Malaysia’s diverse cuisine, traditions, landscapes and human connections, creating a shared story that reflects how the country’s culture resonates with both local communities and global audiences.

The Routes & Roots journey will cover a variety of destinations representing Malaysia’s rich diversity. It will capture the fast-moving urban lifestyle and multicultural identity of Kuala Lumpur, the historical depth and cultural heritage of Melaka, and the natural beauty and regional traditions of destinations such as Kuantan, Kuala Terengganu, Kota Bharu and Penang. The programme will also highlight the island lifestyle of Redang Island, along with the peaceful surroundings of Kuala Selangor and Gopeng, where slower rhythms and deeper cultural stories shape the visitor experience.

Sea Heroes: Highlighting Malaysia’s Commitment to Marine Conservation

Alongside Routes & Roots, the Sea Heroes initiative focuses on sustainability and environmental responsibility through real conservation activities across Malaysia. The programme features three major conservation missions carried out with support from trusted non-governmental organisations, regional partners and brands. Through creator-led storytelling, the initiative aims to showcase environmental efforts while encouraging wider public awareness about protecting Malaysia’s marine ecosystems.

The first Sea Heroes mission was held in conjunction with World Oceans Day on 8 June 2026, focusing on coral ecosystem protection and underwater waste removal through programmes supported by the PADI AWARE Foundation. Working together with conservation and hospitality partners, the mission successfully removed underwater waste, including ghost netting, highlighting the importance of protecting fragile marine environments.

Future Sea Heroes activities will include The Clean Wave, an initiative linked with International Coastal Cleanup Day that will involve beach and island clean-ups, waste classification and coastal debris monitoring. The final mission, Reef Warriors, will focus on increasing awareness about Crown-of-Thorns starfish management, reef monitoring skills, safe removal methods, conservation practices and the long-term protection of coral ecosystems.

Together, Routes & Roots and Sea Heroes present Malaysia as a destination that combines cultural richness, natural beauty and responsible tourism values. The programmes highlight Malaysia’s identity through its hospitality, heritage, traditions and commitment to preserving its environment while creating meaningful experiences for travellers.

The Creator Family programme, developed in collaboration with GoPro, receives support from Tourism Malaysia along with various strategic partners, including mobility, lifestyle, digital finance, production and communications partners. The initiative also works with accommodation providers, activity operators and conservation organisations to strengthen its storytelling network across Malaysia.

Key partners involved in the programmes include accommodation and experience providers, environmental organisations and adventure operators supporting authentic travel experiences. Conservation initiatives under Sea Heroes receive additional backing from the PADI AWARE Foundation and GoPro, reinforcing the programme’s focus on sustainable tourism and environmental awareness.

Through these collaborations, Creator Family aims to position Malaysia as a destination where culture, adventure and conservation come together, offering travellers deeper connections with the country while promoting responsible and meaningful tourism experiences.