PENANG is fast emerging as a hotspot for international business events, with more than 20 conferences already shortlisted for relocation from the Middle East to the Asia Pacific region, a number expected to grow as global organisers reassess their event destinations.
The development was revealed by Penang Convention & Exhibition Bureau (PCEB) chief executive officer Ashwin Gunasekeran, during the Memorandum of Understanding (MoU) signing with Marriott International Malaysia, a collaboration aimed at strengthening Penang’s position as a competitive destination for business events.
Ashwin and the representative of Marriott Business Council Malaysia (northern region) and Marriott Charity Golf Tournament chairman, Datuk Gulab Mahatam Rai, signed the MoU, which was witnessed by Chief Minister Chow Kon Yeow, and W Kuala Lumpur general manager and council chair of Marriott Malaysia Business Council, Volker Burth.
“So far, we have shortlisted more than 20 events, but this is still at the bidding stage.
“These events are only the beginning because relocation has its own process. Most events moving out of the Middle East are shifting to the Asia Pacific region.
“Our list will continue to grow as we identify subject matter experts or local hosts in Penang who are willing to take the lead for each event before we can facilitate them,” Ashwin told reporters during a press conference at the Penang Marriott Hotel in George Town today.
He explained that the conferences being pursued are expected to attract high-value delegates and industry leaders from around the world.
“They are mostly from financial institutions, management and medical sectors. Some of these conferences involve more than 1,000 banks. So, the focus is mainly financial institutions, medical, as well as management-related conferences,” he further added.
Ashwin noted that while the shortlist has been prepared, announcements will be made progressively as bids are finalised.
“The list has been shortlisted, but it will only be finalised and announced once we formalise the bids. As you know, we usually hold press conferences to announce these wins, so there will be monthly updates moving forward,” he said.
The long-term planning cycle of the business events industry means some of the targeted conferences may take place several years ahead.
“This is not only an advantage for Penang but for the Asia Pacific region in general, as there is a large global movement of events. We always work on future calendars. The events we are hosting this year were secured two or three years ago. Currently, the furthest confirmed event on Penang’s calendar is in 2032,” Ashwin said.
While it is still too early to quantify the percentage increase in business events, Ashwin said a clearer picture is expected later this year.
“For now, I am unable to give a percentage because we are still in the shortlisting stage. We may win some bids and lose some bids, while new bids continue to come in.
“By the third quarter of this year, we should have an indication of the percentage confirmed, but the pipeline will continue beyond that into 2027, 2028 and 2029,” he stated.
The MoU signing marks a strategic collaboration to leverage Marriott’s global network and expertise in hosting corporate and golf-related events, particularly through the Penang Golf Challenge platform.
Chief Minister Chow Kon Yeow described the partnership as timely and aligned with Penang’s ambition to remain competitive in the global business events landscape.
“This partnership comes at the right time. Penang continues to position itself as a connected and competitive destination for business events, and this collaboration reflects a shared commitment to keep that momentum going in a practical and results-driven way,” he said.
Chow highlighted Marriott’s experience in organising golf-related events, including an upcoming charity golf event, as a key strength.
“I understand that this is not Marriott’s first time organising golf-related events. They have been consistently active in this space, including an upcoming charity golf event.
“That track record matters. It shows experience, consistency, and the ability to bring together networks that go beyond hospitality into business and community engagement,” Chow explained.
He also emphasised how PCEB’s role has evolved in response to a more competitive global environment.
“The Penang Convention & Exhibition Bureau plays a role that continues to evolve. It is no longer just about promotion. Today, it is about facilitation, coordination and identifying new opportunities that can bring real economic value to the state. Partnerships like this demonstrate how PCEB is adapting to a more competitive and fast-moving environment,” he further said.
Chow stressed that Penang must remain proactive amid global geopolitical uncertainties affecting travel and business confidence.
“We must be honest about the challenges ahead. With ongoing geopolitical tensions affecting global travel and business confidence, we cannot afford to be complacent. A ‘wait-and-see’ approach will not work, especially in the business events sector, where decisions are made quickly, and competition is strong,” he added.
Despite global uncertainty, he said the business events sector has shown resilience.
“It is encouraging to note that the business events sector has shown resilience. Even amid global travel uncertainty, there remains a strong demand for meaningful, well-curated platforms that bring people together with purpose.
“This global uncertainty is also creating a shift in how organisers make decisions, with a stronger push towards destinations that offer value, efficiency and quality experiences at a competitive cost,” Chow further said.
He also added that Penang’s strengths place the state in a favourable position to benefit from this shift.
“In this context, Penang is well-positioned. We offer a strong balance of infrastructure, connectivity and affordability. This presents us with an opportunity to attract business events that are actively looking for high-value, budget-conscious destinations without compromising on quality,” he stated.
Chow said the Penang Golf Challenge represents a platform capable of generating a wider economic impact.
“We need to actively create opportunities and look for multipliers, platforms that can generate wider impact across industries. The Penang Golf Challenge is one such platform.
“It brings together business leaders, opens doors for new connections and creates a setting where conversations can lead to real investments and collaborations.”
Strengthening the business events segment, he added, is part of Penang’s strategy to diversify tourism and sustain global engagement.
“This initiative is part of how we respond to the current slowdown in tourism. By strengthening our business events segment, we are diversifying our approach and ensuring that Penang remains relevant and attractive to international and regional audiences,” Chow told the attendees earlier.
He expressed optimism about the long-term potential of the initiative.
“If this continues to grow in scale and impact, it may well evolve into Penang’s very own golf open tournament in the years to come,” he said.
Chow said the collaboration aligns closely with Penang’s long-term development vision.
At the end of the press conference, Chow was asked about the semiconductor industry in Penang and whether the ongoing global crisis has affected the sector.
“I believe the electrical, electronics, and semiconductor sectors remain strong. We expect interest to remain robust, and with technological changes such as artificial intelligence, demand is increasing and will continue to do so.
“We are optimistic about the sector’s performance in the economy. So far, any impact has mainly been in logistics, where prices may have increased slightly, but overall the sector remains resilient, and we are optimistic about its bright future,” Chow said as the event drew to a conclusion.
Story by Kevin Vimal
Pix by Muhammad Iqbal Hamdan
Video by Darwina Mohd Daud