Tourism Malaysia is supporting Creator Family, a platform connecting brands, creators and real-world experiences across Asia, as it launches two new programmes highlighting Malaysia’s culture, destinations and environmental efforts.
The two programmes, Routes & Roots and Sea Heroes, aim to showcase a different side of Malaysia while encouraging audiences to explore responsibly and support local conservation efforts.
Routes & Roots: Seeing Malaysia Through Local Life
Led by travel storyteller Wayne Phoo, Routes & Roots takes creators on a state-by-state road trip across Peninsular Malaysia, exploring how food, beliefs and everyday life shape each destination.
Instead of focusing only on tourist attractions, the four-part series will highlight real people, local communities and experiences.
The journey covers destinations including Kuala Lumpur, Melaka, Kuantan, Kuala Terengganu, Kota Bharu, Penang, Redang Island, Kuala Selangor and Gopeng.
International creators from Indonesia, India and the Philippines will also join the programme, sharing their perspectives on Malaysia through food, culture, landscapes and local interactions.
Sea Heroes: Travel With A Purpose
Meanwhile, Sea Heroes puts the spotlight on marine conservation through three environmental missions taking place in Malaysia this year.
The first mission, held in conjunction with World Oceans Day on June 8, saw creators working with conservation partners on Coral Ecology and Dive Against Debris programmes by the PADI AWARE Foundation.
Together with YBD Dive Centre, YBD Conservation and Perhentian Marriott Resort & Spa, the team removed underwater debris and 10 metres of ghost netting.
Upcoming missions include The Clean Wave, which will focus on coastal clean-ups, waste sorting and documenting marine debris, followed by Reef Warriors, which will teach participants about Crown-of-Thorns starfish identification, reef surveys, safe removal and conservation strategies.
Tourism Malaysia said the initiatives support the Visit Malaysia 2026–2027 campaign by offering both local and international visitors new ways to discover Malaysia while highlighting its culture, destinations and natural environment.
Creator Family founder Sangeet Singh said the programmes aim to uncover lesser-known destinations and conservation efforts while encouraging travellers to explore beyond the usual tourist spots.
The Creator Family programme, in collaboration with GoPro, is supported by Tourism Malaysia, with iCAUR Auto Malaysia as Official Mobility Partner, Mamee as Official Snack Partner and TNG eWallet as Exclusive Digital Financial and Lifestyle Platform Partner, alongside other regional partners.