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The rapid development of urban areas in Malaysia has changed the land use of the natural environment to built environment. The usage of heritage trees are important in giving historical identity and cultural symbolic to landscape of the cities. Heritage trees will create emphasize historical environment which give important roles of landscape to the cities. Lack of awareness on the environment benefits and services offered by the urban heritage trees among the decision makers and society has endangered these urban heritage trees, thus there are not recognized as an important asset. This situation causes a lot of urban heritage trees have been felled to make way for urban development. The main objective of this paper is to identify and analyzes the willingness-to-pay value of the Urban Heritage Tree in Taiping Lake Garden. This research applied a contingent valuation survey questionnaire in collecting the data. A total of 400 tourists were randomly interviewed in Taiping Lake Garden. The goal of this paper is to show the importance of preserving the non-use value and induce public awareness in conservation of the heritage trees as part of landscape roles to create culture and historical value in cities. Analyzing values though a participatory process that involved the tourists could help to promote the sustainability of the Urban Heritage Trees conservation efforts in Taiping Lake Garden.