Malaysia Cultural Tourism Industry Research Institute · MCTIRI
- After four years of careful preparation, the Malaysia Cultural Tourism Industry Research Institute (MCTIRI) was officially established in Kuala Lumpur in April 2025. Guided by our core philosophy of "Culture Empowers Tourism, Innovation Drives Development," we are committed to promoting the deep integration and innovative development of Malaysia's cultural and tourism industries.
- As a research institution dedicated to the cultural tourism sector, we leverage local advantages while maintaining a regional and global perspective, having established six core business systems encompassing cultural research, industrial planning, education and training, smart tourism, brand incubation, and cultural exhibitions.
- Through interdisciplinary research as our foundation, strategic planning as our guide, and international cooperation as our driving force, we strive to become the most influential cultural tourism research institution in the Asia-Pacific region.
- Our mission is to provide comprehensive support for Malaysia's development as a world-class tourism destination while continuously enhancing the international competitiveness of our cultural tourism industry.
Fields of Focus
- Cultural Research：Centering on culture, this division conducts interdisciplinary and cross-regional studies on cultural heritage, folk traditions, and artistic innovation. It aims to deeply explore and systematize local and regional cultural resources, providing theoretical foundations and cultural identity support for industry development, policy formulation, and cultural dissemination.
- Industry Planning：Focused on cultural and tourism industries, this division offers professional regional development strategies, industrial path design, project planning, and investment execution services. Areas include rural revitalization, culture-tourism integration, and industrial zone development, supporting governments and enterprises in achieving high-quality growth.
- Education & Training：This division delivers both short-term and long-term educational programs targeting universities, colleges, and community groups. Training covers language skills, professional competencies, cultural exchange, and tourism management, aiming to develop interdisciplinary talents with international vision and local insight.
- Smart Tourism：Leveraging digital technology, this division develops smart tourism solutions, including cultural tourism data platforms, visitor behavior analytics, digital exhibition systems, immersive tours, and AR/VR applications. It enhances visitor experiences and destination management through digital-physical integration.
- IP Incubation：This division nurtures cultural and tourism brands through IP planning, product development, branding, and marketing. It supports the incubation of artists, artisans, and startups, building a complete creative industry ecosystem from concept to market with regional character and global appeal.
- Cultural Exhibitions：This division organizes and manages cultural expos, art exhibitions, academic forums, and tourism-related investment events. It promotes regional cultures on the global stage, enhancing cultural visibility and influence through curated exhibitions and international exchange platforms.
Vision and Mission
- integrate global cultural tourism resources and technologies, positioning MCTIRI as a leading innovation hub for the cultural tourism industry in Asia and worldwide.
- Drive continuous industry growth by providing strategic support to governments and enterprises through innovation and cross-sector collaboration.
- Enhance Malaysia’s global influence in cultural tourism through research and project implementation.
- Promote a balance between cultural preservation and economic benefits by exploring sustainable, eco-friendly tourism models.
- Leverage cutting-edge technologies to lead the industry toward intelligent and digital transformation.
Cultural Research
Description
- Centering on culture, this division conducts interdisciplinary and cross-regional studies on cultural heritage, folk traditions, and artistic innovation. It aims to deeply explore and systematize local and regional cultural resources, providing theoretical foundations and cultural identity support for industry development, policy formulation, and cultural dissemination.
Key Services
- Regional cultural resource surveys & cultural mapping
- Systematic study and revitalization of intangible cultural heritage
- Archiving of folk traditions and artistic heritage
- Interdisciplinary cultural studies (history, architecture, linguistics, anthropology)
- Cultural value assessment and impact reports
- Policy advisory and cultural planning support
Industrial Planning
Description
- Focused on cultural and tourism industries, this division offers professional regional development strategies, industrial path design, project planning, and investment execution services. Areas include rural revitalization, culture-tourism integration, and industrial zone development, supporting governments and enterprises in achieving high-quality growth.
Key Services
- Regional culture & tourism development strategies
- Master planning & concept development for tourism projects
- Planning of cultural parks and creative industry clusters
- Rural revitalization & tourism-driven industrial integration
- Investment attraction & partnership development
- Public-private partnership (PPP) operational models
Education & Training
Description
- This division delivers both short-term and long-term educational programs targeting universities, colleges, and community groups. Training covers language skills, professional competencies, cultural exchange, and tourism management, aiming to develop interdisciplinary talents with international vision and local insight.
Key Services
- General & cultural English training (ESP / EAP)
- Cross-cultural communication & international etiquette training
- Cultural tourism management & industry operations courses
- Industry bootcamps for university students
- Overseas internship & exchange programs for tourism talents
- Short-term workshops, seminars, and academic forums
Smart Tourism
Description
- Leveraging digital technology, this division develops smart tourism solutions, including cultural tourism data platforms, visitor behavior analytics, digital exhibition systems, immersive tours, and AR/VR applications. It enhances visitor experiences and destination management through digital-physical integration.
Key Services
- Cultural tourism big data system development
- Visitor behavior analytics & user profiling
- Digital exhibition systems (LED, holograms, projection)
- Immersive tour & interactive guide system
- AR/VR content production for tourism
- Smart destination management system solutions
IP Incubation
Description
- This division nurtures cultural and tourism brands through IP planning, product development, branding, and marketing. It supports the incubation of artists, artisans, and startups, building a complete creative industry ecosystem from concept to market with regional character and global appeal.
Key Services
- IP identity development & brand storytelling
- Cultural product design & collaborative production
- Market promotion strategy (online & offline)
- Artisan and artist incubation & branding
- Support for brand globalization (language, registration, marketing)
- Physical & digital IP incubator platforms
Cultural Exhibitions
Description
- This division organizes and manages cultural expos, art exhibitions, academic forums, and tourism-related investment events. It promotes regional cultures on the global stage, enhancing cultural visibility and influence through curated exhibitions and international exchange platforms.
Key Services
- Planning & execution of cultural expos and art exhibitions
- Hosting tourism investment fairs and themed exhibitions
- Design & curation of themed regional exhibitions
- Academic forums and industry summits
- Overseas and domestic touring exhibitions
- Virtual exhibition platforms & digital showcase operations
Chen Jin Song
Chen Jin Song
Chen Jin Song
Cross-Cultural Communication Strategy Consultant
Sophia Zhou
Chen Jin Song
Chen Jin Song
International Intangible Cultural Heritage Arts Consultant
Danny Lee
Chen Jin Song
Danny Lee
Real Estate Development & Strategic Management Expert
Ken Khoo
Chen Jin Song
Danny Lee
AI Enablement Lead
Angeline Leong
Angeline Leong
Angeline Leong
Integrated Tourism Development Architect
Gavin Gao
Angeline Leong
Angeline Leong
Global Rural Industry Development Advisor
Rocky Lee
Angeline Leong
Rocky Lee
Cultural Tourism Ecosystem Architect
Elsa
Angeline Leong
Rocky Lee
International Sister Cities Development Strategist Advisor
Niloufar Khosravi
Niloufar Khosravi
Niloufar Khosravi
University of Malaya Cultural Tourism Development Consultant
Phan
Niloufar Khosravi
Niloufar Khosravi
Cultural Tourism Investment Value Analyst
KathyT
Niloufar Khosravi
Ethan Leo
Cultural Immersion Travel Designer
Ethan Leo
Niloufar Khosravi
Ethan Leo
Comprehensive Tourism Strategy Planner