KLCCBEA and URBANICE Malaysia Forge Partnership to Drive Sustainable Tourism in Kuala Lumpur

KUALA LUMPUR – The Kuala Lumpur Convention Centre Business Events Alliance (KLCCBEA) and URBANICE Malaysia have signed a Memorandum of Understanding (MoU) to strengthen Kuala Lumpur’s position as a sustainable tourism destination. The agreement, sealed during the ASEAN Sustainable Urbanisation Forum (ASUF) 2025, aims to integrate destination marketing expertise with sustainable urban development strategies to benefit communities, preserve cultural heritage, and support the United Nations Sustainable Development Goals.

The collaboration builds on the success of the inaugural Stakeholders Business Assembly, themed “Mobilising Partnerships to Drive Inclusive Economic Growth through Tourism,” which gathered over 70 stakeholders from across ASEAN. Participants explored practical models of public-private-people (3P) partnerships to boost inclusive growth while ensuring long-term social and environmental benefits.

KLCCBEA and URBANICE

Key outcomes of the forum highlighted five success factors for sustainable tourism: ensuring mutual benefits, recognising the power of small initiatives, prioritising local resources, fostering idea-sharing, and engaging champions to maintain momentum. MATTA was recognised for promoting rural tourism in Malaysia’s northern regions, while KLCCBEA was lauded for spearheading sustainability initiatives such as the annual “Sustainable September” campaign within the KLCC precinct.