Most of the literature on the urban tourism phenomenon is based on the experience of cities in developed countries (e.g. United Kingdom, Western Europe and Northern America), while the study of urban tourism in developing countries has received little academic attention. This gap requires more exploration due to the unique characteristics and development of cities in developing countries. Melaka City demonstrates the increasing profile of tourism as a key urban function and portrays the strong interest of government in using tourism as a development tool. In this context, a case study methodology has been employed and a qualitative method was chosen in which interviews were conducted for the research. Thus, this paper attempts to provide a better understanding of the phenomenon and the complexity of urban tourism based on qualitative approach. The key information sources are based on the perspectives or views of those responsible for tourism planning in the city
