Malaysia is setting a new benchmark in sustainable tourism through a strategic partnership between the Kuala Lumpur Convention Centre Business Events Alliance (KLCCBEA) and Urbanice Malaysia, aimed at driving economic growth while protecting cultural heritage.

The collaboration was formalised with the signing of a Memorandum of Understanding (MoU) during the ASEAN Sustainable Urbanisation Forum (ASUF) 2025 at the Kuala Lumpur Convention Centre. The move signifies Kuala Lumpur’s commitment to integrating sustainability into tourism and positioning itself as a regional leader in responsible travel.

By leveraging KLCCBEA’s expertise in destination marketing and Urbanice Malaysia’s sustainable urban development strategies, the partnership seeks to foster inclusive growth that benefits local communities, safeguards cultural heritage, and aligns with the United Nations’ Sustainable Development Goals (SDGs).

As part of the initiative, both organisations co-hosted the Stakeholders Business Assembly, themed “Mobilising Partnerships to Drive Inclusive Economic Growth through Tourism”. The gathering brought together over 70 representatives from ASEAN local authorities, industry leaders, and cultural practitioners to explore partnership models that can generate economic, social, and cultural benefits.

Key strategies discussed included:

• Ensuring mutual benefits for all stakeholders, from communities to businesses.

• Scaling small local initiatives with high impact.

• Promoting local products and resources to reduce environmental impact.

• Sharing knowledge across sectors and regions.

• Empowering champions to lead sustainable tourism efforts.

During the event, MATTA was honoured for its work promoting rural tourism in northern Malaysia, while KLCCBEA was recognised for spearheading sustainability efforts, including its flagship Sustainable September campaign. Now in its third year, the programme has united precinct partners in Kuala Lumpur around shared sustainability goals through events, educational campaigns, and community programmes.

A central focus of the KLCCBEA–Urbanice partnership is ensuring that tourism growth translates into tangible benefits for local communities while safeguarding cultural heritage for future generations. The collaboration also aligns with broader sustainable urbanisation efforts, positioning Kuala Lumpur as a model for balancing tourism growth with environmental and cultural preservation.

With this partnership, Malaysia aims to lead ASEAN in showcasing that tourism can thrive responsibly — offering travellers authentic experiences while strengthening commitments to sustainability and social responsibility.