THE Penang International Travel Exchange (PITE) is set to return for its 9th edition from Oct 27 to 29, marking a landmark milestone by opening its business-to-business (B2B) segment to international exhibitors for the first time.
State Tourism and Creative Economy Committee chairman Wong Hon Wai stated that the step forward allows tourism businesses globally to connect with regional and international buyers beyond the local market.
“This year, PITE expects to welcome approximately 100 buyers from 13 international markets and regions, including China, India, Indonesia, Thailand, Vietnam, Singapore, Bangladesh, Australia, Romania, and South Korea,” Wong told a press conference at Komtar today.
Wong added that around 50 exhibitors representing Malaysian hotels, destination management companies, professional conference organisers, and attractions will participate.
Expanding on Penang’s growing appeal for Business Events (MICE), Wong revealed that the state is actively seizing opportunities created by geopolitical shifts, particularly in the Middle East.
“Over the past months, several major international conferences originally slated for venues like Dubai have successfully relocated to Penang,” he said.
“Last weekend, we hosted a 600-participant conference by the Y’s Men organisation, which chose Penang as its alternative host destination. Looking ahead, more than 20 MICE events — ranging from 100 to over 1,000 attendees — are in the pipeline to relocate to Penang throughout this year and next,” Wong highlighted.
He emphasised that hosting PITE gives international decision-makers first-hand exposure to Penang’s business infrastructure, Unesco heritage site, culinary offerings, and cultural experiences.
“MICE events do not fall from the sky. Bidding for them requires hard work, much like bidding for the World Cup or Olympics. PITE serves as the ultimate platform to demonstrate why Penang is the right choice,” Wong added.
Organised by ACE Conferences & Exhibitions and supported by the Penang Convention & Exhibition Bureau (PCEB), PITE 2026 will feature 1.5 days of structured B2B engagements followed by 1.5 days of familiarisation tours across Penang.
Also present at the press conference were PCEB director Datuk Khoo Boo Lim, PCEB chief executive officer Ashwin Gunasekaran, PWCC chief executive officer Dominic Oh, Fifth Avenue representative Michele Lim and Forest Island founder Alvin Poh.
Story by Sarbeyshwaran Rajalingam
Pix by Wook Sook Shyan