The Centre for Research and Innovation in Tourism (CRiT) administers, manages and implements research and innovation activities in the field of tourism. CRiT is committed to excellence in research and has evolved to become a major centre for tourism research in Malaysia and beyond. The Centre facilitates multidisciplinary and interdisciplinary research projects focusing on a wide range of social science disciplines by focusing the UN Sustainable Development Goals (SDGs). The Centre is dedicated to being the premier academic research centre in the country to facilitate sustainable future.

CRiT advocates transformation of the tourism industry and acts as a change agent, both locally and internationally, by providing expertise and knowledge transfer to public and private organisations in tourism and the affiliated fields of hospitality and events. CRiT aims to produce innovation in tourism through research and consultancy which will contribute to the enhancement of the industry and the nation for a sustainable future.


The mission of the Chair is to foster research in the frame of Center for Research and Innovation in Tourism.


The main objective of LIA is to pool expertise, facilities and material resources to carry out a scientific project to study the links between diet and health from the perspective of Euro-Asian populations.