The United Nations
When done well, tourism can serve as a sustainable cornerstone of a country's economy, simultaneously supporting ecosystems and livelihoods, according to the UN Development Programme (UNDP).
In Malaysia, tourism is a major economic sector and generated over $18 billion in revenue in 2019.
After revenues plummeted by 72 per cent during the COVID-19 pandemic, the Malaysian authorities, with the help of UNDP's sustainable tourism recovery project, looked to reinvigorate the industry by putting out a greener welcome mat for global visitors.
On World Tourism Day, marked annually on 27 September, find out how they did it here.
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