In Malaysia, the statistics in 2009 showed tourists’ arrivals was over 23.6 million people in
which their presence contributes to the economy. However, this sector generates both positive and negative
impacts. This study was conducted to identify factors that encourage visitors to return and visitors’
perception of the impact of tourism on environmental sustainability of coastal areas. The study was
conducted at Pantai Cahaya Bulan (PCB) in Kota Bharu, Kelantan, Malaysia. A total of 40 visitors were
selected as respondents in the survey and questionnaires were used as instruments. The results showed that
tourism activities do have an impact on PCB. One the positive impact is tourism activity increases the local
socio-economic whereas the negative impact, it affects on the environmental sustainability such as
cleanliness of the beach.