Experiences of Two UNESCO World Heritage Cities: National and Local Politics in Branding the Past

This paper critically examines the relationship between federal and local‐state level governments in interpreting and presenting the World Heritage brand at two Malaysian World Heritage sites, George Town and Melaka. The World Heritage status is internationally recognised. Although the World Heritage brand offers many advantages in tourism development and destination marketing, what and how the local heritage is conserved, interpreted and appreciated remains open. This article shows that the mechanisms of interpreting and presenting the WH status vary according to the agendas and needs of authorities. This working paper also shows that material heritage and heritage stories are highly politicized, and the World Heritage recognition has inevitably become a tool for further ideological intentions.