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 was formalised during the ASEAN Sustainable Urbanisation Forum (ASUF) 2025 at the Kuala Lumpur Convention Centre.
The partnership brings together KLCCBEA’s destination marketing expertise and Urbanice’s sustainable urban development strategies to support tourism growth that benefits local communities, protects cultural heritage, and aligns with the United Nations Sustainable Development Goals.
The two organisations also co-organised the inaugural Stakeholders Business Assembly during ASUF 2025. Themed Mobilising Partnerships to Drive Inclusive Economic Growth through Tourism, the assembly gathered more than 70 representatives from ASEAN member’s local authorities, tourism bodies, industry leaders, and cultural practitioners. Discussions focused on practical partnership models that can generate measurable economic and social benefits.
Participants highlighted five key factors for successful collaboration in sustainable tourism: creating mutual benefits, recognising the value of small initiatives, prioritising local products and resources, sharing ideas to generate value, and engaging champions to drive momentum. Two such champions were recognised – the Malaysian Association of Tour and Travel Agents for promoting tourism in rural northern regions, and KLCCBEA for coordinating initiatives such as Sustainable September.
Sustainable September, now in its third year, brings together KLCC precinct partners under a shared sustainability vision. Through events, community programmes, and educational campaigns, the initiative has grown to become a flagship example of collective impact and sustainable urban tourism in Kuala Lumpur.
