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This study introduces the concept of the Kota Bharu Islamic city in the eyes of tourists, with focus on recent trends affecting Malay cultural landscape and urban planning issues in Kelantan. The aims of this study are to introduce the concept of the Kota Bharu Islamic City as the new cultural tourism product in Malaysia as well as to enhance the reputation of the concept at the highest peak and Malay community development in Malaysia by using multiple methods including literature review, site observation and document analysis. The Kelantan Malay heritage should be highlighted as a main consideration in the future planning to avoid further damage or loss of valuable heritage. Finally, a regional vernacular tradition should be set as the focal point in making of the Islamic City of Kota Bharu without mimicking from other Islamic countries and subsequently the concept of the Kota Bharu Islamic City to be promoted as a new cultural tourism product in Malaysia will be successful

Kota Bharu Islamic City – The Concept of a New Cultural Tourism Product