This study assessed stakeholders’ level of awareness and involvement in coral reef conservation activities in Perhentian Island, Malaysia. A total of 200 respondents consisting of the Besut District Department of Marine Parks (Terengganu) staff, local entrepreneurs and tourists were selected to answer the survey questionnaire. The findings revealed a difference in the level of awareness among stakeholders, with the Besut District Department of Marine Parks (Terengganu) staff has the highest level of awareness, on eco-touristic activities that threaten coral reefs and the issue of coral reef bleaching. Although the three groups of stakeholders have shown high level of awareness on the importance of coral reefs conservation activities in Perhentian Island, majority of them were uncertain about their involvement in conservation efforts due to conflict of interest between economic empowerment and their aim towards sustainability of coral reefs.