SUSTAINABLE TOURISM

Imagine travel experiences designed to…

Improve livelihoods

Build transformative connections between people and planet

Promote care for local, cultural, and natural heritage

OUR APPROACH TO TOURISM

The principles we have developed draw upon science-backed research, regional and global best practices and ground up initiatives across the Malaysian landscape.

We believe in an inclusive approach to supporting tourism operators, partners and the wider tourism community to go on their unique journey to more sustainable and responsible tourism activities.

THREE COMMITMENTS

The following three commitments help guide our thinking and support operators to adapt their activities within their own unique local contexts:


1. Improve livelihoods / Meningkatkan taraf hidup

We are stronger when we steward resources across the tourism community

For operators…

❖ COMMUNITY-LED RESOURCE MANAGEMENT
Local, native, and/or indigenous groups have core roles in tourism-related decision-making processes. This ensures that tourism meets local needs, ambitions, and cultural values, cultivating a sense of ownership and empowerment.

❖ EXPLORE EQUITABLE & ETHICAL PROFIT-SHARING BUSINESS MODELS
Tourism is designed in service of long-term wellbeing of the community with ethical approaches to growth and profit-sharing

❖ INVEST THOUGHTFULLY, ETHICALLY, LOCALLY
Support the local economy through job opportunities, collaborations, resource management loops, encourage skills development, procure goods and services from local vendors

For travelers…  

❖ CONSCIENTIOUS & RESPONSIBLE TRAVEL DECISIONS
Reflecting on what memorable and meaningful travel experiences should be e.g. exploiting an area for self-benefit, versus genuine connections and mutual wellbeing between tourist and host

❖ BUY LOCAL
Purchase goods and services from local businesses to support economic growth and cultural authenticity.

❖ CHOOSE ETHICAL DESTINATIONS & OPERATORS
Research about the approaches of the operators and choose places that state they are on sustainability improvement journeys.

2. Transform connections between people and planet / Mengubah hubungan antara manusia dan planet

We are all connected in a living system

For operators…

❖ CRAFT POWERFUL AND AUTHENTIC EXPERIENCES BETWEEN NATURE AND PEOPLE

Actively encourage authentic connection between people and planet through transformative experiences

❖ REDUCE HARM ON THE NATURAL ECOSYSTEM
Set goals and checkpoints to actively reduce carbon emissions and waste, minimise environmental damage, and aim towards a healthy ecosystem in balance. Implement sustainable practises such as energy conservation, waste minimisation and reuse, and responsible resource management.

❖ SUPPORTING CONDITIONS FOR LIFE TO THRIVE
Evaluate and adapt activities to promote thriving biodiversity and habitats, promoting wildlife coexistence, and protecting ecosystem balance. Create an environment that supports and improves the well-being of local flora and animals, while also protecting and improving their habitats.

❖ BE OPEN TO CONTINUOUS LEARNING
Change is inevitable and each part of our ecosystems might be affected. There is passion and openness to continue to try new things and take risks, committed to learning and improving on this enduring journey

For travelers…

❖ RECONNECT TO NATURE

Embrace opportunities to immerse in nature, appreciate its beauty, and develop a sense of responsibility towards its conservation.

❖ REFLECT ON CHANGING IDEAS AND VIEWS

Embrace changes in thought and behaviour as travellers learn to travel more ethically and sustainably. Acknowledge the environmental and social consequences of our actions, and look for methods to travel more responsibly and contribute positively to the places visited.

❖ TRAVEL LIGHTLY

Embrace sustainable practises such as minimising waste, conserving energy, and supporting local conservation efforts to help protect the places explored.

3. Promote care for local, cultural and natural heritage / Menggalakkan penjagaan warisan tempatan, budaya dan semula jadi

We are guardians of Malaysia’s cultural heritage for our future generations

For operators…

❖ STRENGTH IS FOUND IN OUR CULTURAL DIVERSITY

Recognise the value of Malaysia’s unique legacy including the local languages, dialects, folklore, stories, ways of being, taking strength and wisdom from Malaysia’s diverse heritage.

❖ BE A STEWARD OF MALAYSIA’S ASSETS

Adopt a long-term perspective of how the area’s cultural and natural assets can be protected and cherished. Implement policies and activities that maintain and manage heritage sites, ensuring that their significance is passed down to future generations through effective storytelling.

❖ EDUCATE TRAVELERS

Invest in well-designed interpretation resources so travelers can have a deeper understanding of the heritage value. Develop respectful discussion and cultural exchanges between visitors and hosts.

For travelers…

❖ JOURNEY WITH A PURPOSE, LEAVE A POSITIVE TRACE

Travel with intention to create a positive effect along your way. Consider the environmental, social and cultural aspects of your journey and leave a positive legacy by engaging in responsible and regenerative practices.

❖ BE OPEN-HEARTED, SHOW GLOBAL COMPETENCE

Learn about and (re)connecting with Malaysia’s past traditions, cultural heritage and stories, developing a sense of shared humanity. Accept opportunities to learn from local communities, respect their traditions and appreciate the diversity and nuances of their cultural history.

❖ BE HUMBLE, RESPECTFUL, LEARN

Behave in a way that indicates respect, care, humility and appreciation for the opportunity to visit remarkable sites and connect with local people. Embrace cultural exchanges, show appreciation for customs and heritage, and leave a lasting positive impact on the destinations visited.


1. Improve livelihoods / Meningkatkan taraf hidup

We are stronger when we steward resources across the tourism community

For operators…

❖ COMMUNITY-LED RESOURCE MANAGEMENT
Local, native, and/or indigenous groups have core roles in tourism-related decision-making processes. This ensures that tourism meets local needs, ambitions, and cultural values, cultivating a sense of ownership and empowerment.

❖ EXPLORE EQUITABLE & ETHICAL PROFIT-SHARING BUSINESS MODELS
Tourism is designed in service of long-term wellbeing of the community with ethical approaches to growth and profit-sharing

❖ INVEST THOUGHTFULLY, ETHICALLY, LOCALLY
Support the local economy through job opportunities, collaborations, resource management loops, encourage skills development, procure goods and services from local vendors

For travelers…

❖ CONSCIENTIOUS & RESPONSIBLE TRAVEL DECISIONS
Reflecting on what memorable and meaningful travel experiences should be e.g. exploiting an area for self-benefit, versus genuine connections and mutual wellbeing between tourist and host

❖ BUY LOCAL
Purchase goods and services from local businesses to support economic growth and cultural authenticity.

❖ CHOOSE ETHICAL DESTINATIONS & OPERATORS
Research about the approaches of the operators and choose places that state they are on sustainability improvement journeys.

2. Transform connections between people and planet / Mengubah hubungan antara manusia dan planet

We are all connected in a living system

For operators…

❖ CRAFT POWERFUL AND AUTHENTIC EXPERIENCES BETWEEN NATURE AND PEOPLE
Actively encourage authentic connection between people and planet through transformative experiences

❖ REDUCE HARM ON THE NATURAL ECOSYSTEM
Set goals and checkpoints to actively reduce carbon emissions and waste, minimise environmental damage, and aim towards a healthy ecosystem in balance. Implement sustainable practises such as energy conservation, waste minimisation and reuse, and responsible resource management.

❖ SUPPORTING CONDITIONS FOR LIFE TO THRIVE
Evaluate and adapt activities to promote thriving biodiversity and habitats, promoting wildlife coexistence, and protecting ecosystem balance. Create an environment that supports and improves the well-being of local flora and animals, while also protecting and improving their habitats.

❖ BE OPEN TO CONTINUOUS LEARNING
Change is inevitable and each part of our ecosystems might be affected. There is passion and openness to continue to try new things and take risks, committed to learning and improving on this enduring journey

For travelers…

❖ RECONNECT TO NATURE
Embrace opportunities to immerse in nature, appreciate its beauty, and develop a sense of responsibility towards its conservation.

❖ REFLECT ON CHANGING IDEAS AND VIEWS
Embrace changes in thought and behaviour as travellers learn to travel more ethically and sustainably. Acknowledge the environmental and social consequences of our actions, and look for methods to travel more responsibly and contribute positively to the places visited.

❖ TRAVEL LIGHTLY
Embrace sustainable practises such as minimising waste, conserving energy, and supporting local conservation efforts to help protect the places explored.

3. Promote care for local, cultural and natural heritage / Menggalakkan penjagaan warisan tempatan, budaya dan semula jadi

We are guardians of Malaysia’s cultural heritage for our future generations

For operators…

❖ STRENGTH IS FOUND IN OUR CULTURAL DIVERSITY
Recognise the value of Malaysia’s unique legacy including the local languages, dialects, folklore, stories, ways of being, taking strength and wisdom from Malaysia’s diverse heritage.

❖ BE A STEWARD OF MALAYSIA’S ASSETS
Adopt a long-term perspective of how the area’s cultural and natural assets can be protected and cherished. Implement policies and activities that maintain and manage heritage sites, ensuring that their significance is passed down to future generations through effective storytelling.

❖ EDUCATE TRAVELERS
Invest in well-designed interpretation resources so travelers can have a deeper understanding of the heritage value. Develop respectful discussion and cultural exchanges between visitors and hosts.

For travelers…

❖ JOURNEY WITH A PURPOSE, LEAVE A POSITIVE TRACE
Travel with intention to create a positive effect along your way. Consider the environmental, social and cultural aspects of your journey and leave a positive legacy by engaging in responsible and regenerative practices.

❖ BE OPEN-HEARTED, SHOW GLOBAL COMPETENCE
Learn about and (re)connecting with Malaysia’s past traditions, cultural heritage and stories, developing a sense of shared humanity. Accept opportunities to learn from local communities, respect their traditions and appreciate the diversity and nuances of their cultural history.

❖ BE HUMBLE, RESPECTFUL, LEARN
Behave in a way that indicates respect, care, humility and appreciation for the opportunity to visit remarkable sites and connect with local people. Embrace cultural exchanges, show appreciation for customs and heritage, and leave a lasting positive impact on the destinations visited.