This study investigates the intercultural relations and cultural literacy shape and influence the development of cross-border tourism in Bintan. Bintan has maintained a continuous cultural identity from the pre-modern era to the present, with strong social connections across these three neighboring countries. Malay culture continues to face significant challenge, as ethnic group increasing experiencing the impact of diminishing cultural literacy and shifting social value. This study employs a qualitative methodology and adopts a participatory approach. The results show the people of Bintan, particularly in border villages such as Berakit and Pengudang, maintain close kinship, linguistic, and cultural ties with the Malay communities in Johor and Terengganu. However, this strong Malay cultural identity is yet to be strategically integrated into local tourism policies. Furthermore, indigenous communities, such as the Suku Laut, remain marginalized in development policies and have not been optimally empowered within the tourism sector. The study highlights that tangible and intangible cultural heritage such as Dangkong dance, Laksa cuisine, and traditional Malay houses remain insufficiently preserved and promoted. Weak institutional management, limited access to digital resources, and lack of infrastructure support also hinder the development of cross-border cultural tourism. © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.