Georgetown and Melaka have been declared as Malaysia’s second World Heritage site by UNESCO in 2008. The number of tourists visiting the cities improved greatly following this listing. This paper will study the establishment of Penang World Heritage Office or officially known as Georgetown World Heritage Incorporated (GTWHI). The organization has been set up by the State Government of Penang to protect, promote, and preserve Georgetown as a sustainable city. Despite of these efforts, there have been several challenges to the organization in discharging its duties. These include the public apathy towards conservation and preservation that have been done by GTWHI. International convention and domestic laws related to heritage matters would be analyzed in this paper. GTWHI has also cooperated with the local government authorities and NGOs in performing its tasks as required by the law. It is found that more efforts need to be carried out in educating the public on heritage matters.