ABOUT MCTIRI

The Malaysia Cultural Tourism Industry Research Institute (MCTIRI), after four years of meticulous preparation, was officially inaugurated in Kuala Lumpur in April 2025. As Malaysia’s first national-level think tank dedicated to the deep integration of culture and tourism, MCTIRI embraces the philosophy of “cross-sector innovation, culture-tourism integration.”  Leveraging the country’s diverse cultural assets, we serve the ASEAN region and engage globally, delivering authoritative research and systematic solutions.

 Cultural Research

• Build an interdisciplinary research matrix to drive cultural-heritage conservation and digital archiving.
• Advance the living transmission of intangible cultural heritage; develop a folkloric-arts database and innovation conversion mechanisms.
• Provide academic support for tourism policy formulation and industry upgrading, and enhance the international dissemination of Malaysian culture.

Industry Planning

• Offer end-to-end services covering strategic planning, project design, and operational management.
• Rural Revitalization: Create innovative culture-powered models for village development.
• Tourism Development: Deliver integrated solutions from resource evaluation through project implementation.
• Industry Operations: Explore synergies among culture, tourism, and related sectors to drive sustainable growth.

Education & Training

• Establish a “industry-education integration” ecosystem with courses spanning cultural creativity, tourism management, and digital marketing.
• Co-develop training bases with universities, run international exchange programmes, and operate innovation-and-entrepreneurship incubators.
• Cultivate multidisciplinary talent with cultural grounding, professional skills, and a global outlook.

Smart Tourism

• Develop a “tech + tourism” smart ecosystem powered by big-data analytics and artificial intelligence.
• Implement intelligent guided-tour systems, AR/VR immersive experiences, and digital-twin attractions.
• Personalize visitor services, optimize site management, and elevate the overall cultural-tourism experience through digital innovation.

IP Incubation

• Create an integrated platform for “cultural discovery → creative content development → commercial value conversion”.
• Assemble professional creative teams to transform cultural symbols into marketable IP assets.
• Build a commercial-operations framework spanning content production to brand licensing.

Cultural Exhibitions & Events

• Develop an international culture-tourism expo platform combining exhibitions, summits, competitions, and performances.
• Construct a “showcase → transaction → dialogue → experience” ecosystem to facilitate resource matching.
• Serve as a vital bridge for cultural exchange and industry collaboration.

MCTIRI will continue to leverage the synergy of its six business modules and the Industry Think Tank + Co-Creation Alliance model, deepen strategic partnerships with government, academia, and industry, incubate flagship projects, and accelerate the implementation and commercialization of strategic initiatives—propelling Malaysia’s culture-tourism sector toward a future of smart, sustainable, and high-quality development.

We invite all stakeholders to join us in writing the next great chapter of culture-tourism integration.