Rapid growth of tourism industry is negatively affected mother nature as record shows that this industry contributes 5% of global greenhouse gases (GHGs) emission. In realizing this worrying fact, Green Tourism has gained its popularity as one of the measures to address the issue. Moreover, Green Tourism practices will lead to positives growth of tourism industry. In general, Green Tourism has significant orientation with local culture and natural environment, involves efficient use of energy and water, improves waste generation systems, and creates employment opportunity. Available evidence also shows that Green Tourism contributes towards sustainable regional development. In the context of Malaysia, tourism industry plays an important role for vibrant economic progress as it is the second largest foreign exchange earning sector. For this reason, the Malaysian Government has given special attention in establishing Green Tourism concepts in peculiar to the East Coast Economic Region (ECER) which consists of three states and one district namely Kelantan, Terengganu, Pahang and District of Mersing in Johor. The region is well-known for its rich natural assets such as - un-spoilt beaches, serene, coral-ringed islands as well as lush rainforests, cool clean rivers, recreational forest and calming highlands. All of these assets could be preserved by implementing Green Tourism practices. The aim of this study is to explore the potential of Green Tourism in the ECER. The study attempts to analyze the considerable issues and strategies in Green Tourism development in the region. The data for analysis in this study is perceived from the secondary sources. Based on the analysis, there are a number of potentialities remain in this region for Green Tourism development which includes suitable tourism resources and activities, forest and protected areas, economic driver, growth of tourism sector, poverty reduction, appropriate tourism stakeholders and limited natural disadvantages. However, there are also some challenges to be tackled such as carbon emission, water consumption, waste management, less of biological diversity and management of cultural heritage. Identifying green tourism assets, ensuring sustainability, effective marketing, community participation and prevent negative environmental impact could be suitable strategies in order to deal with those challenges. Malaysian government indeed can implement appropriate policies, regulations and guidelines to boost Green Tourism development in the ECER. Strong cooperation between Federal and State authorities are needed in facilitating such efforts. Besides that, capacity building program to train human resources and local people that involve in Green Tourism should be also taken into consideration to support its implementation
