Thrill seekers can conquer Malaysia's singular 96m (316ft) cliff Base jump at Gua Damai Extreme Park, Batu Caves, Selangor.
SUSTAINABILITY has become the heartbeat of global tourism, with destinations worldwide striving to balance growth, community and conservation.
In Malaysia, Selangor is stepping up as a leader in this transformation, weaving sustainable practices into every aspect of its tourism strategy.
Tourism Selangor chief executive officer Chua Yee Ling believes the state is well-poised to redefine how tourism can thrive while uplifting communities and protecting nature.
Through Visit Selangor Year 2025 (VSY2025) and its tagline Surprising Selangor, she says the focus is on creating meaningful, memorable and responsible travel experiences.
‘Selangor is embracing sustainability as the backbone of our tourism promotion,” Chua says.
Sustainable tourism
“Selangor is embracing sustainability as the backbone of our tourism promotion,” Chua shares.
“Under VSY2025, we are highlighting community-based and eco-tourism attractions such as the homestays in Sabak Bernam, firefly sanctuaries in Kuala Selangor, eco-parks and adventure trails in Hulu Selangor.”
Selangor is also leading community based tourism initiatives through the Selangor Community Host programme. Tourism Selangor has recently appointed 50 new Community Hosts to champion community-based tourism in the districts of Kuala Selangor and Sabak Bernam.
She adds: “These are experiences that allow visitors to immerse themselves in nature and culture, while supporting local livelihoods.”
Diverse attractions
Chua emphasises that sustainable tourism is not just a policy, but a mindset.
“We expect to see a mindset shift where both industry players and visitors embrace responsible practices, from supporting small businesses to reducing environmental impact at ecotourism attractions.
“For Selangor, sustainability means growth that is equitable and long-lasting, ensuring communities and ecosystems thrive together.”
Although Melaka is the official host of World Tourism Day 2025, Selangor is determined to shine.
“Selangor is proud to contribute by showcasing our Surprising Selangor experiences.”
In conjunction with World Tourism Day, Selangor’s official tourism promotion agency has begun hosting familiarisation trips for travel agents, starting this week with delegates from Labuan and Sabah and next week with agents from Sarawak and India.
These visits aim to highlight Selangor’s diverse attractions that are ready to be promoted both domestically and internationally.
“We will also participate in the three-day Global Travel Meet, one of the pocket events for the World Tourism Day celebration, engaging with over 300 international buyers,” she points out.
Through forums, exhibitions and global networking, the tourism promotion agency aims to share Selangor’s model of sustainable tourism as a blueprint for other destinations, she reveals.
Strategic roadmap
The theme for World Tourism Day 2025 — Tourism and Sustainable Transformation — resonates strongly with Selangor’s journey.
“The theme speaks directly to Selangor’s direction. Our transformation is about moving beyond arrival numbers to creating meaningful impact and empowering communities, protecting ecosystems and preserving culture,” she stresses.
Tourism Selangor has been organising various programmes, such as the Selangor Community Hosts, Gombak Hulu Langat Geopark initiatives and structured carrying-capacity management, to achieve these goals.
The VSY2025 acts as a comprehensive roadmap to strengthen the state’s economy, community and environment.
With a target of eight million tourist arrivals, Selangor aims not only to attract visitors but also to generate RM11.2bil in tourism receipts,” Chua adds.
She discloses that the campaign’s key components include:
- Empowering local players through VSY2025 grant schemes to support community-led events, arts, sports and culture.
- Elevating environmental credentials, such as FRIM’s Selangor Forest Park being inscribed as a Unesco World Heritage Site and Selangor aiming for Unesco Global Geopark Status by 2028 for Gombak-Hulu Langat Geopark.
- Strategic marketing and partnerships with airlines like AirAsia, Smart Selangor buses, digital platforms, mascots, theme songs, major festivals and travel fairs.
- Diverse product development includes not just popular spots, but also emerging ecotourism zones in Sabak Bernam, Kuala Langat and beyond, as well as experiences ranging from heritage and arts to sports and agrotourism.
“Surprising Selangor means not just to surprise visitors with what they didn’t expect, but also to surprise ourselves with what Selangor can become — a leader in sustainable, inclusive, culturally rich tourism that benefits all its people,” she enthuses.
Live like a local in Selangor, where travellers can mingle with communities, taste authentic food and stay with host families.
Community-based tourism
Tourism Selangor has expanded its Selangor Community Hosts initiative, recruiting 50 new local guides from Kuala Selangor and Sabak Bernam last May.
The local community in Kuala Selangor and Sabak Bernam is being empowered with guiding skills through initiatives by Tourism Selangor, Tourism, Arts and Culture Ministry (Motac) and the local council. The Local Host Community training module is developed in line with Department of Skills Development (JPK) and Motac guidelines. Upon completing the course, which expected by the end of this year, participants will be awarded the distinguished Red Guiding Badge.
Chua points out that the guides were trained to offer authentic storytelling, eco-awareness and cultural interpretation.
“With their red badge of recognition, they provide professional services to visitors while ensuring that tourism in their villages is well-structured, responsible and impactful.”
The programme empowers locals to play a direct role in tourism while boosting the district economy.
“Through guided experiences, visitors will explore small businesses, local homestays, cultural hubs and traditional arts, ensuring that tourism benefits the community at large,” she adds.
She highlights homestays like Haji Dorani and Nazbell Cottage, cultural tours in Klang, heritage walks in Kajang and agro-tourism trails in Sabak Bernam as examples of hidden gems being promoted.
“These offerings give travellers the chance to live like a local — tasting authentic food, staying with host families and taking part in everyday activities — which makes Selangor’s community-based tourism both meaningful and memorable.”
Chua emphasises that the initiative is more than tourism — it is empowerment. “It provides direct income for families, artisans and small entrepreneurs while keeping traditions alive. More importantly, it gives locals ownership of tourism, ensuring that the benefits stay within the community rather than bypassing them.”
Tabur Hill, located in Taman Bukit Melawati, Gombak —also locally known as Hangus Hill —offers hikers a breathtaking challenge along the 14km quartz ridge, rewarding them with spectacular mist-shrouded views.
Geotourism conservation
Selangor’s ambitions also extend to geotourism.
“We have laid out a clear roadmap focusing on strengthening conservation efforts, expanding educational programmes, empowering Geo-Guides and engaging Geo-Schools to raise awareness among youth.
Currently, three Geo-Schools in Selangor have established their own Geopark Rangers to champion awareness on the importance of geoparks and their role in tourism, in line with Motac’s Kelab Program Pelancongan (K3P) initiative.
Tourism Selangor has also allocated RM15,000 in grants to each school, allowing appointed Geopark Rangers to set up their own Geopark Galleries, lead tours for visitors and manage various sub-programmes designed and run by the students themselves.
“We will also appoint local champions as Geo-Guides, ensuring that visitor management and carrying capacity are well-structured to prevent overtourism at eco-attractions within the Geopark,” she explains.
Selangor currently has 31 declared geosites, with 20 promoted as tourism attractions.
With strong partnerships with Federal and state agencies, Selangor is firmly on track to position Gombak Hulu Langat Geopark as an international model for sustainable geotourism, while working towards Unesco Global Geopark recognition by 2028, she adds.
Proper planning
“We regulate visitor numbers through licensed guides, encourage dispersal to less-visited areas and work closely with local councils and non-governmental organisations.
“Every initiative is guided by the principle that economic growth must not come at the expense of our natural and cultural heritage,” Chua emphasises.
To manage visitor capacity sustainably during peak seasons, she says they use structured tour modules, pre-booking systems and licensed guides to control visitor flow.
Community Hosts and Geo-Guides also help manage carrying capacity, ensuring tourists enjoy meaningful experiences without overwhelming local communities.
Chua notes that results are already visible.“Our success stems from strong marketing campaigns under Surprising Selangor for the international market and Selangor Kan Ada! for domestic market.”
She adds that this success is further supported by the recovery of international markets and an increased appetite for authentic rural and cultural tourism.
Strategic collaborations with airlines, online travel platforms, media platforms and social media influencers have also amplified Selangor’s visibility globally, she reveals.
Chua says that Selangor aims to leave a legacy of a tourism industry that is resilient, sustainable and inclusive.
She adds that the goal is not only to attract visitors but also to ensure that every arrival contributes to the well-being of communities and the preservation of the state’s heritage.
She reiterates Selangor’s target of eight million visitors in 2025 in conjunction with VSY2025.
Having already achieved 4.14 million visitors in the first half of the year, which represents 51% of the target, Chua expresses confidence that the state will meet and possibly exceed this goal.
To know more, visit https://visitselangor2025.my/
