Tourism Malaysia Launches 'Creator Family' To Drive Eco-Friendly Travel, Sustainable Tourism

KUALA LUMPUR, Sept 1 (Bernama) -- 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.

The platform connects brands, creators and non-governmental organisations (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 programmes: "Routes & Roots" and "Sea Heroes".

"Routes & 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 programme that showcases the work of marine conservation partners through creators' first-hand experiences, helping to amplify their learning while inspiring audiences to recognise the importance of protecting the oceans.

Speaking at the launch, Zuraini said the Creator Family programmes align with the ongoing Visit Malaysia 2026-2027 campaign by combining travel discovery with environmental responsibility.

“We hope these programmes will encourage Malaysians to look beyond the familiar and discover the stories, flavours, communities and experiences that make each destination unique, while also protecting the natural and cultural treasures Malaysia has to offer.

“While these programmes encourage Malaysians to travel within their own country, their impact can go even further. Through the creators and their regional audiences, the stories captured here can introduce Malaysia to travellers across Asia and beyond, as well as inspire them to experience the country for themselves," she said. 

Creator Family founder Sangeet Singh said the network aims to shift travel narratives towards conservation, demonstrating how exploring unknown destinations can inspire travelers to participate in environmental protection.

Meanwhile, iCAUR Auto Malaysia Sdn Bhd marketing director Daniel Lai said 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 & Roots" programme, 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 highlights 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 metres 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.

-- BERNAMA