Suet Ling, ChingChingSuet Ling0000-0002-6888-5285Yuen Onn Choong0000-0003-3981-4450Lin Sea Lau0000-0001-7693-9100Ai-Na Seow 萧爱娜0000-0002-5241-4884Chee Keong Choong2024-10-182024-10-182020-09-18https://doi.org/10.1002/bsd2.141https://dspace-cris.utar.edu.my/handle/123456789/3343Abstract This paper aims to find out the sustainability of ecotourism in Cameron Highlands by analyzing thoroughly the current conditions of ecotourism in Cameron Highlands using strengths, weaknesses, opportunities and threats analysis, a strategic planning technique. Based on the analysis, strategies for achieving sustainable tourism development are then developed. Data of the study are collected via questionnaire distribution that involves local experts from the Highlands. Our results indicate that opportunities and strengths outweigh threats and weaknesses, respectively. It is undeniable from the results that the Highlands have great potentials to be an attractive ecotourism spot in the region. However, the Highlands are yet able to meet the sustainability requirements due to inadequate conservation efforts for the environment. The findings of our study are of great importance to the policy makers in developing sustainable strategies to enhance ecotourism activities and to reduce environmental damages in the Highlands.journal-article