Cultural tourism in Malaysia’s Economic Corridor of the Eastcoast Region (ECER): Issues and challenges

Cultural tourism - manifested in either tangible or non-intangible experiences- has been acknowledged as one of the key components of tourism sustainability in East Coast Economic Corridor Region (ECER). Yet, after four years (2008-2011) of implementation, the achievement of the ECER’s cultural tourism in the region was still questionable, in particular, as to its capability of becoming a form of niche tourism in this area richly endowed with cultural traditions. This paper seeks to explicate the underlying issues and challenges that had delayed its development. It was found that the main reason for the delay was the virtual absence of a workable framework within which cultural arts could be clearly defined, articulated, materialized and commercialised. As such, elements of the industry , including local knowledge and talent could not be mobilised and left untapped.