Tourist friendly destination is a growing concept applicable to many tourism sectors, which aim to satisfy the needs and demands of domestic as well as international tourists. In the city tourism, recent practices have shown that tourism providers have given emphasis to the general provision of physical facilities compared to the facilities and services that meet and satisfies the tourists’ needs.
Previous studies have also focused on the positioning, image, and branding of tourism destination, thus, making the tourist friendly destination concept untapped. Therefore, this article aims to develop a preliminary concept of tourist friendly destination from domestic tourist’s perspective. A total of 30 respondents chose the purposive sampling method in Kuala Lumpur. The results of the study showed that the level of attributes was “important” and “very important” to overall mean value range 3.09 to 4.63. This study contributes to the tourism providers and planners in developing city tourism towards tourist friendly destination concept.