Viral Reach vs. Authentic Trust: Finding the Right Travel Creators for VM2026

In influencer marketing, it is easy to get blinded by big numbers. A creator with 1 million followers looks like the perfect partner for Visit Malaysia 2026.

But are those followers actually planning a trip? Or are they just scrolling?

For the third part of our VM2026 Playbook, we analyzed the performance of top travel creators across TikTok and Instagram. The data reveals a stark choice for marketers: do you want Viral Reach (Eyeballs) or Authentic Trust (Action)?

1. The Viral Giants: TikTok’s “Billboards”

On TikTok, the game is scale. We found creators who are generating numbers that rival TV stations.

• The Heavyweight: Accounts like NAMANYA RAHAS are generating over 1.3 million engagements on their travel content.
• The Reach Kings: Creators like hellos.sister are hitting 11.6 million views.

The Strategy: These creators are your Global Billboards. They are perfect for “Top of Funnel” awareness. If you are an airline launching a new route or Tourism Malaysia launching the main VM2026 anthem, this is where you spend your budget. You aren’t buying loyalty; you are buying massive, immediate visibility.

2. The Aesthetic Curators: Instagram’s “Travel Agents”

On Instagram, the numbers are smaller, but the intent is higher.

We looked at creators like aereonwong and gigicheoh. Their engagement numbers on static posts and Reels are lower than the TikTok giants, but their content serves a different purpose. They create high-quality, cinematic visuals that define the “luxury” and “aesthetic” of a destination.

The Strategy: These creators are your Digital Travel Agents. Their followers save their posts to build itineraries. If you are a Luxury Hotel or a State Tourism Board trying to rebrand a destination (like “Classy Langkawi”), you need these partners to create the visual assets that convince travelers to book.

3. The “Hidden Gem” Opportunity: The French Connection

Data doesn’t just find people; it finds markets.

In our analysis of TikTok conversations about Malaysia, we found a surprising cluster of content in French. It was the third most common language after English and Malay/Indonesian.

The Insight: There is an organic, bubbling interest in Malaysia from French-speaking travelers that is currently under-served. For a forward-thinking hotel chain or tour operator, partnering with a French-speaking travel creator right now could be the highest ROI move of the year.

Conclusion: Build a Balanced Portfolio

Don’t put all your budget into one basket. A winning VM2026 strategy needs a portfolio approach:

1. 20% Budget on “Viral Giants” (TikTok) to put Malaysia on the map.
2. 50% Budget on “Aesthetic Curators” (Instagram) to convert interest into desire.
3. 30% Budget on “Niche/Language Experts” to capture high-intent markets like the French cluster we identified.

How Mediapod Helps You Prepare for VM2026

• For Tourism Boards: We can identify the specific languages (like French or Arabic) trending in travel conversations so you can target your ads effectively.
• For Hotels: We vet creators not just by followers, but by audience sentiment, ensuring you partner with influencers who are trusted, not just famous.
• For Airlines: We find the specific creators who are driving the “viral” spikes for destinations like Semporna or Penang.