THE Penang government has recorded a massive 218.86% increase in tourist arrivals from China in 2024 compared to 2023, following successful efforts to expand its niche in the Chinese tourism market.
This was revealed during the State Legislative Assembly sitting after Ong Ah Teong (PH–Batu Lancang) posed an oral question regarding the state’s strategy and achievements in attracting Chinese tourists.
In response, state Tourism and Creative Economy Committee chairman Wong Hon Wai (PH–Paya Terubong) stated that the surge in tourist numbers from 37,111 in 2023 to 120,245 in 2024 was largely driven by strategic initiatives.
“The initiatives that have been carried out include increased direct air connectivity, digital marketing, and close partnerships with Chinese travel platforms.
“China remains one of Penang’s top international markets, and we are fully committed to capitalising on this potential,” said Wong.
Since August 2023, seven new direct flight routes from major Chinese cities to Penang International Airport (PIA) in Bayan Lepas have been introduced.
Wong said these routes include flights from Xiamen, Shanghai, Shenzhen, Hong Kong, and Chengdu, operated by airlines such as Xiamen Airlines, Juneyao Airlines, AirAsia, and Sichuan Airlines.
“This brings the total of direct flights from four of China’s five busiest airports into Penang,” he said.
Wong noted that this network expansion was achieved through strategic collaborations with airline operators, adding that additional chartered flights were not yet included in the official figures.
Wong also mentioned that intensified promotional campaigns have been carried out across Chinese social media platforms and tourism websites such as Xiaohongshu, one of the most popular Mandarin-speaking platforms.
To further strengthen engagement, Wong said Penang has organised familiarisation trips for Chinese travel agents, media representatives, and influencers.
These trips included visits to destinations such as George Town, Penang Hill, Balik Pulau, and Seberang Perai.
In addition, Wong said the state has collaborated with Online Travel Agencies (OTAs) and airlines in China to offer travel packages.
“These efforts are part of our ongoing commitment to make Penang a top destination for Chinese tourists,” said Wong.
In response to Ong’s supplementary question about tourist arrivals during the Golden Week, Wong said there were a large number of arrivals from China during last year’s holiday period.
“In Penang, we have a variety of tourist attractions such as Gurney Bay, Ferringhi Bay, Escape Teluk Bahang, Entopia, and other popular destinations,” he said.
Looking ahead, Wong noted that the upcoming completion of the Penang Waterfront Convention Centre (PWCC), the state’s largest convention facility, and the ongoing Penang Hill cable car project will further enhance Penang’s appeal to both leisure and business travellers.
Story by Edmund Lee
Pix by Alissala Thian