Tourism malaysia: Tourism Malaysia has launched Creator Family, a regional creator network aimed at promoting sustainable travel and supporting environmental initiatives through digital content creators across Asia.
According to BERNAMA News Agency, the platform connects brands, creators, and non-governmental organizations (NGOs) to showcase Malaysia's tourism offerings while encouraging sustainable practices and marine conservation. Officiated by Tourism Malaysia Package Development Division director Zuraini Abdul Ghani on behalf of Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim, the initiative introduces two flagship programs: "Routes and Roots" and "Sea Heroes".
"Routes and Roots" features a state-by-state road trip across Malaysia, with its inaugural season focusing on Peninsular Malaysia and exploring the country through its local cultures, communities, and everyday experiences. Meanwhile, "Sea Heroes" is an awareness-driven program that showcases the work of marine conservation partners through creators' first-hand experiences, helping to amplify their learning while inspiring audiences to recognize the importance of protecting the oceans.
Speaking at the launch, Zuraini said the Creator Family programs align with the ongoing Visit Malaysia 2026-2027 campaign by combining travel discovery with environmental responsibility. 'We hope these programs will encourage Malaysians to look beyond the familiar and discover the stories, flavors, communities, and experiences that make each destination unique, while also protecting the natural and cultural treasures Malaysia has to offer.'
Creator Family founder Sangeet Singh expressed that the network aims to shift travel narratives towards conservation, demonstrating how exploring unknown destinations can inspire travelers to participate in environmental protection.
Daniel Lai, iCAUR Auto Malaysia Sdn Bhd marketing director, stated that the company was proud to support creators in uncovering lesser-known local destinations across various terrains, in line with its brand promise of a lifestyle-driven electric adventure.
The "Routes and Roots" program, guided by Wayne Phoo (the Story Traveller), explores how local food, beliefs, and everyday life shape regional identities across Peninsular Malaysia through a four-episode online series highlighting real environments and authentic human interactions rather than staged attractions. The itinerary covers diverse cultural and geographical landscapes including Kuala Lumpur, Melaka, Kuantan, Kuala Terengganu, Kota Bharu, Penang, Redang Island, Kuala Selangor, and Gopeng, with participation from international creators from Indonesia, India, and the Philippines.
In addition, the inaugural "Sea Heroes" activity held on June 8, in conjunction with World Oceans Day, successfully removed underwater marine debris and 10 meters of ghost netting at the Perhentian Islands, in collaboration with dive partners and local resorts. Upcoming environmental missions scheduled under the campaign include "The Clean Wave", a coastal cleanup to be held during International Coastal Cleanup Day, and "Reef Warriors," an initiative focusing on Crown-of-Thorns starfish control and reef surveying.
The platform is backed by brand partners, including iCAUR Auto Malaysia as the official mobility partner, GoPro, Mamee, TNG eWallet, Small Towns Malaysia as the production partner, and GO Communications as the PR and communications partner.