THE Penang government has achieved a significant milestone in positioning the state as a top destination for high-impact business events (MICE) by recording an estimated economic impact of RM1.29 billion in 2024, compared to RM1.03 billion in 2023.
State Tourism and Creative Economy Committee chairman Wong Hon Wai attributed this success to the concerted efforts led by the Penang Convention and Exhibition Bureau (PCEB) since August 2023.
“The increase in estimated economic impact reflects Penang’s proactive international engagements as a key driver of this growth,” Wong said, responding to an oral question by Lee Boon Heng (PH-Kebun Bunga) during the State Legislative Assembly sitting today.
He noted that the state’s participation in renowned global trade shows such as IMEX Frankfurt, The Meetings Show in London, IBTM Barcelona and the Penang Roadshow to India, played a major role in attracting global stakeholders and elevating Penang’s profile in the international business events arena.
In his question, Lee asked about the state’s efforts to attract high-value exhibitions to Penang since August 2023.
Wong emphasised that these international engagements have been pivotal in establishing Penang as a leading tourism and business events hub abroad.
To further strengthen industry capacity, Wong said the PCEB had organised a business events conference focused on knowledge development, and hosted the Penang International Travel Exchange (PITE), which facilitated direct engagement between international buyers and local industry players.
Other international events secured in Penang last year included the World Research Travel Conference, the International Advertising Association World Congress, the International Conference of Butterfly Exhibitors and Suppliers, and the International College of Dentists Section XV International Conference.
In response to a supplementary question from Lee regarding PCEB’s long-term plans to attract more exhibitions, Wong revealed that the Penang Waterfront Convention Centre is scheduled to open later this year.
“This new venue will allow us to host more exhibitions. We’ve already begun bidding for notable international events,” he said, adding that Penang faces competition from cities such as Bangkok, Singapore, and Kuala Lumpur.
Wong also shared that the state government has plans to organise new sports tourism programmes, including long-distance running, long-distance cycling, swimming, and a combination of these sports activities.
“The state government is also open to collaborating with the private sector to explore ideas related to this plan and further strengthen sports tourism in Penang.
Wong noted that Penang currently hosts two flagship international sports tourism events through his office (PETACE), namely the Penang Bridge International Marathon (PBIM) and the Penang International Dragon Boat Regatta. Both events, he added, have received tremendous support and participation from individuals around the world.
To further enhance the quality and reach of these events, Wong said the state government has undertaken efforts to raise the standard of existing annual programmes. This includes sending official delegations abroad to promote Penang’s sports tourism and attract more international participants.
“In 2024, a delegation from the state government visited Hong Kong to engage with airlines and attend the Hong Kong International Dragon Boat Races (HKIDBR) 2024.
“The visit successfully secured major sponsorship from the Hong Kong Economic and Trade Office (HKETO) and also attracted international teams at the HKIDBR to participate in the Penang International Dragon Boat Regatta 2024.
“In addition, another delegation visited Xiamen, China, to promote Penang’s tourism and attend the Xiamen Marathon 2024. The experience and networking opportunities gained from this major international event have provided valuable insights for enhancing the organisation of sports tourism events in Penang,” Wong added.
Responding to a supplementary question from Chee Yeeh Keen (PH–Bagan Jermal) regarding the integration of technology in sports tourism, Wong highlighted that the 2024 edition of the Penang Bridge International Marathon had introduced an AI-powered face recognition system. The technology enabled participants to enter their bib numbers and easily download race photos, enhancing the overall race experience.
Story by Edmund Lee and Tanushalini Moroter
Pix by Siti Nuratikah Rahmat