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SHAH ALAM - Tourism Malaysia is supporting the Creator Family platform in its efforts to promote Malaysia's lesser-known destinations, cultural experiences and environmental conservation through two new creator-led programmes, "Routes and Roots" and "Sea Heroes".
The Creator Family was launched at a ceremony officiated by Tourism Malaysia Package Development Division director Zuraini Abdul Ghani, representing Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim.
The platform connects brands with creators and audiences across Asia through destination-based campaigns and brand partnerships, while also working with non-governmental organisations (NGOs) to generate measurable impact.
With Tourism Malaysia's support, Routes and Roots will take creators on a state-by-state road trip across Malaysia, beginning with Peninsular Malaysia, while Sea Heroes will highlight marine conservation efforts through creators documenting real environmental activities.
Zuraini said the initiatives would help showcase Malaysia globally as the Visit Malaysia 2026 campaign extends into 2027.
"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.
Creator Family founder Sangeet Singh said the programmes were designed to bring together a network of like-minded creators while encouraging exploration beyond conventional tourist destinations and raising awareness of conservation.
He said the two proprietary programmes would allow the group to explore lesser-known destinations, create greater awareness of them and encourage meaningful 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," he added.
Led by Wayne Phoo, the Story Traveller, Routes and Roots explores how food, beliefs and everyday life shape regional identities across Peninsular Malaysia.
The programme will be released in four episodes on online platforms, focusing on real environments and people rather than staged attractions.
International creators from Indonesia, India and the Philippines will also participate, bringing their own cultural perspectives to Malaysia through food, beliefs, landscapes and human interaction.
Destinations featured include Kuala Lumpur, Melaka, Kuantan, Kuala Terengganu, Kota Bharu, Penang, Redang Island, Kuala Selangor and Gopeng.
Marketing director of iCAUR Auto Malaysia Sdn Bhd, Daniel Lai, said the company was supporting the initiative as its Official Mobility Partner.
"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," he said.
Meanwhile, Sea Heroes centres on three conservation missions in Malaysia this year, with creators documenting environmental action alongside NGO and brand partners.
The first mission, held on World Oceans Day on June 8, involved Coral Ecology and Dive Against Debris programmes under the Padi Aware Foundation.
Together with YBD Dive Centre, YBD Conservation and Perhentian Marriott Resort and Spa, the mission removed underwater debris and 10 metres of ghost netting.
Upcoming missions include The Clean Wave, held during International Coastal Cleanup Day, involving beach and island clean-ups, waste sorting and classification, and documentation of coastal debris.
The final mission, Reef Warriors, will focus on crown-of-thorns reef understanding, identification and surveying, safe handling, removal and control methods, real-time reef impact awareness and conservation strategies.
The programmes are intended to combine tourism promotion with environmental action, while presenting Malaysia's multicultural identity, hospitality, heritage and culture to international audiences.