PENANG is looking to strengthen its foothold in the international tourism market, particularly China, by forging closer partnerships with global travel professionals and expanding connectivity to attract more visitors.
The state is leveraging the Inbound China and Global Travel Exchange (IC>E) 2026 as a platform to connect local outbound travel agencies with international destination partners, opening up opportunities for business collaborations and new travel products.
Penang Convention and Exhibition Bureau (PCEB) chief executive officer Ashwin Gunasekeran said the exchange provides a valuable platform for industry players to share ideas, explore opportunities and establish meaningful partnerships.
“Platforms like IC>E are valuable in bringing the industry together, allowing businesses to exchange ideas, explore new opportunities and build meaningful partnerships.
“I hope the meetings and discussions over the coming days will open doors to new collaborations, stronger business relationships and exciting travel products for your respective markets,” he said.
He was speaking at the opening of IC>E 2026 at Penang Marriott Hotel this morning.
Meanwhile, state Tourism and Creative Economy Committee chairman Wong Hon Wai said stronger collaboration between local travel agencies and international destination partners would create opportunities for mutual growth.
He said such partnerships could improve the quality of travel offerings while generating greater tourism spending, business activities and employment opportunities.
“By strengthening collaboration between local travel agencies and international destination partners, we can encourage greater business exchange, improve the quality of travel offerings and create new opportunities for businesses on both sides.
“This benefits not only the travel industry, but also the wider economy,” he said.
Wong added that Penang’s combination of cultural heritage, culinary experiences, nature and modern urban development gave the state a distinctive advantage in attracting international visitors.
He highlighted George Town’s recognition as a Unesco World Heritage Site and Penang Hill’s status as a Unesco Biosphere Reserve as key attractions that offer visitors diverse experiences.
On connectivity, Wong said direct flight services currently link Penang with several major cities in China, including Guangzhou, Xiamen, Shanghai, Shenzhen, Chengdu, Qingdao and Haikou, as well as Hong Kong.
He said these connections provide greater convenience for travellers while creating opportunities for tourism exchange, business collaboration and the development of travel packages between Penang and these markets.
Penang is also strengthening its infrastructure to accommodate future tourism growth, with the ongoing expansion of Penang International Airport expected to increase its annual passenger-handling capacity from 6.5 million to 12 million by 2028.
Wong said the Mutiara Line Light Rail Transit (LRT) project would further improve connectivity within the state, providing better access to key areas and smoother movement for residents and visitors once operational.
He also pointed to several upcoming hospitality developments, including JdV by Hyatt, The Westin Hotel Penang, InterContinental Penang Resort and Le Méridien Penang Airport, alongside the planned reopening of Hotel Equatorial Penang in 2027.
These developments, he said, would expand accommodation capacity, diversify the state’s hospitality offerings and strengthen its ability to welcome more international visitors and business travellers.
Wong expressed hope that IC>E 2026 would pave the way for lasting partnerships between Penang and the international travel community.
He also encouraged participants to experience Penang’s heritage, food, culture and hospitality firsthand, enabling them to better promote the destination to their respective markets.
Also present earlier were Broading (Beijing) Conference & Exhibition Co Ltd chief executive officer Victor Li, and Pentagon Events Sdn Bhd director Yen Tan.
Story by Kevin Vimal
Pix by Siew Chia En