This ISPF-funded project, awarded approximately £30,000, focuses on supporting rural fishing communities in Penang as they transition to a tourism-based local economy. By engaging stakeholders, particularly young people traditionally employed in family fishing industries, the project fosters collaboration between local communities and academic experts from Ulster University and UTAR. Through inclusive participation, it aims to identify barriers, drivers, and sustainable strategies for creating a socially, economically, and environmentally conscious tourism model.