The Kuala Lumpur Convention Centre Business Events Alliance (KLCCBEA) and URBANICE Malaysia formalised their collaboration by signing an MoU at ASUF 2025, held at the Kuala Lumpur Convention Centre. The partnership seeks to combine KLCCBEA’s destination marketing and event coordination capabilities with URBANICE Malaysia’s sustainable urban development strategies to develop replicable, tourism-led models for inclusive economic growth that align with the United Nations Sustainable Development Goals.

Advancing sustainable tourism in Kuala Lumpur

The two organisations co-organised the inaugural Stakeholders Business Assembly alongside ASUF 2025 under the theme “Mobilising Partnerships to Drive Inclusive Economic Growth through Tourism”, which brought together more than 70 representatives from ASEAN local authorities, tourism bodies, industry leaders and cultural practitioners. The Assembly identified five critical success factors for partnership-led sustainable tourism—mutual benefit, recognition of scalable small initiatives, prioritisation of local products and resources, continuous idea-sharing, and engagement of diverse champions.