IURC Community of Practice on Sustainable Tourism Advances Collaborative Pilot Actions in Seberang Perai

The International Urban and Regional Cooperation (IURC) Asia & Australasia Community of Practice (CoP) on Sustainable Tourism convened in Seberang Perai, Malaysia, bringing together partner cities from Asia, Europe and Australasia to exchange experiences, explore innovative tourism practices and identify collaborative actions that promote sustainable and inclusive local development.

Over two days, participants explored how tourism can contribute to environmental restoration, cultural preservation, community wellbeing and local economic development. The programme combined study visits, technical discussions and peer-learning sessions, providing cities with practical examples of how sustainable tourism can be integrated into broader urban development strategies.

Day 1: From River Restoration to Smart Tourism Innovation

The first day focused on Seberang Perai’s efforts to transform natural and cultural assets into sustainable tourism opportunities.

Participants visited the Juru River, where the city is pursuing a long-term vision to transform the river corridor into an ecotourism destination that connects river ecosystems, mangrove habitats, nature trails, community heritage and local livelihoods. The initiative demonstrates how ecosystem restoration can support tourism development while enhancing biodiversity, improving public spaces and creating economic opportunities for local communities.

A technical deep-dive session explored how smart technologies, immersive digital experiences and AI-powered storytelling can support tourism promotion and visitor engagement. Participants learned about innovative approaches being implemented in Auto-City, including destination branding tools and integrated digital solutions designed to enhance visitor experiences and strengthen local tourism ecosystems.

A particular highlight was the presentation of Otto and Momo, an innovative animated storytelling initiative developed to promote the Juru River ecotourism experience. Through the use of animated eco-ambassadors, storytelling and digital content, the initiative demonstrates how destinations can engage families, young people and visitors in learning about nature, conservation and local heritage in an accessible and memorable way.

The discussions highlighted the growing importance of creative industries, digital innovation and storytelling as tools for promoting sustainable tourism and strengthening destination identity.

Day 2: Community-Based Tourism and Local Economic Development

The second day focused on the role of community-based tourism in creating authentic visitor experiences and supporting local economic development.

Participants visited Kampung Agong, an agro-tourism destination that combines rural heritage, agriculture and recreational activities, and the Pasar Bisik fish market, where discussions focused on traditional livelihoods, local food systems and community participation in tourism development.

The visits reinforced the importance of community-led tourism approaches that ensure local residents benefit directly from tourism activities while preserving local identity and cultural heritage.

Translating discussions into action, participating cities agreed to pursue three pilot initiatives that will foster collaboration, showcase authentic tourism experiences and strengthen sustainable tourism practices across regions.

Pilot Action 1: Every Destination is Different

Partner cities will jointly develop and test a practical approach that helps destinations identify their unique strengths, challenges and tourism opportunities. The pilot will support cities in designing sustainable tourism solutions that reflect their local culture, environment and community priorities.

Pilot Action 2: Beyond Destinations – Travel Beyond the Ordinary, Discover New Stories

Inspired by Seberang Perai’s successful Otto and Momo initiative, partner cities will co-create a joint promotional campaign showcasing authentic tourism experiences through storytelling, animation and creative collaboration.

Pilot Action 3: Global Cities After Dark

The third pilot action seeks to create synergies between EU programmes by capitalising on the experience of the URBACT Cities After Dark Network through a Global IURC approach involving Asia, Europe and Latin America.

Nature-Based Solutions and Interregional Cooperation

An important discussion emerged during the visit to the Juru River regarding the role of Nature-Based Solutions (NBS) in restoring urban waterways and enhancing tourism potential.

Through the IURC Global approach, representatives from Valle del Cauca (Colombia) shared experiences on the application of nature-based solutions and biological control methods to restore waterways and improve ecosystem health. These approaches have helped transform degraded water bodies into healthier environments that support biodiversity, recreation and tourism.

The exchange highlighted the value of interregional cooperation in transferring practical solutions between cities and regions facing similar environmental challenges, while demonstrating how ecological restoration can become a foundation for sustainable tourism development.