IN today's fast-paced digital landscape, a short video can inspire millions to pack their bags.
Recognising the power of social media to shape travel trends, Malaysia is leveraging global content creators to showcase its top attractions faster and more creatively.
The All Star Influencers Award (ASIA) 2026 brought together more than 100 content creators from 20 countries for a seven-month tourism campaign nationwide.
With a combined audience in the hundreds of millions across platforms like Instagram and TikTok, the project aims to boost the nation's culture, heritage, food, and local experiences during Visit Malaysia 2026 (VM2026).
ASIA chief executive officer Datuk Abd Rahman Soltan explained that the initiative has grown from a simple annual awards ceremony into a major global hub connecting tourism, digital media, cultural exchange, and creative industries.
"ASIA 2026 comes with a much bigger and more comprehensive vision. We want to make this platform a bridge connecting the digital world with the tourism sector more effectively and with greater impact," he said.
"Social media influence today plays a major role in shaping global travel trends. That is why we have brought together more than 100 influencers from different countries to ensure Malaysia receives extensive organic exposure throughout the programme."
Supported by the Tourism, Arts and Culture Ministry (Motac) and Tourism Malaysia, the campaign saw influencers visit iconic landmarks, heritage sites, and lesser-known gems across 10 states.
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Creators took part in community projects, media tours, and digital collaborations, sharing authentic personal stories rather than standard travel advertisements.
Beyond promoting tourism, ASIA helps creators build long-term business careers through its Influencer Partnership Programme (IPP).
Launched in 2025, the scheme matches creators with established businesses to design and release their own product lines.
"Many of these young influencers are talented, but they may not have business opportunities, capital or enough support to become 'celeb-preneurs'," Abd Rahman said.
The campaign's digital impact is staggering. Having recorded 205 million views in 2023, ASIA reached over 1.6 billion views in 2025, with four-year total views topping 3.8 billion.
The ASIA 2026 campaign wrapped up with a grand finale in Petaling Jaya, Selangor.
The top prize went to 31-year-old Indonesian creator Dinda Anwar, who was named Best Asia All Star 2026 during her very first time entering the programme.
She took home a trophy and US$10,000, along with the Best Culture Curator category award.
"I never expected this. I am so happy to win this title," said Dinda, reflecting on her six-day trip through Terengganu and Pahang.
"There are so many content creators today, so we have to produce something more special. This platform allows people to get to know Malaysia."
Pakistan's Zulqarnain took second place, winning US$5,000, while Vietnam's Duc Koi finished third, taking home US$3,000.
Ultimately, ASIA 2026 rests on a simple idea: when creators share genuine experiences, they connect in ways traditional ads cannot match — turning online views into real-life visits.
© New Straits Times Press (M) Bhd