Amid a V-shaped recovery in inbound travel, Penang State Executive Councillor for Tourism & Creative Economy, Wong Hon Wai, who assumed the top tourism post for the Malaysian island state in August this year, is optimistic of the destination’s tourism prospects.

The buzz is returning

International airlines are adding and re-establising connections with Penang. China’s Xiamen Airlines has mounted thrice-weekly flights from Xiamen since September, while Qatar Airways has resumed daily services to Penang via Phuket from 29 October. Malaysia’s Firefly has since 3 November launched five times weekly flights between Bangkok’s Don Mueang and Penang.

Penang has also attracted a steady crop of international hospitality chains, including the upcoming Iconic Marjorie Hotel, which will be part of Marriott’s Tribute Portfolio when the 298-room property opens its doors near Sungai Nibong by mid 2024.

On the attractions scene, Penang Hill will soon welcome a cable car system, opening up a new way for visitors to visit the iconic site besides the existing ways via the almost 100-year-old funicular railway, jeep or hike, according to Wong.

Meanwhile, the Penang International Airport is scheduled to undergo an expansion drive while the Gurney Bay, a waterfront attraction covering about 53 hectares of reclaimed land, is set to open its first phrase by end 2023.

Twin engines of growth

There’s more to Penang than a destination established for its culture and heritage offerings, said Wong. Medical tourism as well as education tourism are emerging sectors, as more visitors from the region pick Penang for its affordability and quality offerings in these segments.

Penang State Executive Councillor for Tourism & Creative Economy Wong Hon Wai (right) aims to amplify tourism by harnessing Penang's convention sector and vibrant cultural heritage.

Notably, it is the conventions business that Wong has his attention on, leveraging Penang’s strengths as an electronic and electrical as well as medical supplies hub. He added, “As the ‘Silicon of the East’, Penang has attracted many engineering and semi-conductor conferences, and we’re seeing a surge of medical conferences in recent years.”

Furthermore, the Penang Waterfront Convention Centre is set to open as the island’s largest convention centre in two years’ time, adding to the existing facilities of Setia Spice Convention Centre in Bayan Lepas and PICCA Convention Centre @ Butterworth Arena on the mainland.

All of these are positive factors that will help to grow Penang’s standing as a tourism and MICE hub, added Wong. “Our strengths are “twin engines of growth – manufacturing and tourism complement each other.”

Wooing Asians all year round

Focusing on its year-round appeal for culture, heritage, food, and nature, Penang aims to grow the Asia market, particularly Southeast Asia and China.

Wong also eyes India as a visitor source market, leveraging Penang’s Indian heritage links such as Thaipusam celebrations to attract arrivals from the world’s most populous country.

Further efforts will unfold as Tourism Malaysia gears up for Visit Malaysia Year 2026, which was postponed from 2020, and Penang Global Tourism will showcase “Experience Penang – the diversity of Asia”.

“I expect Penang to do well in five years,” Wong said, stating his expectations for higher tourism growth in the future.

In October 2022, Penang Global Tourism launched two innovative campaigns aimed at broadening the experiences of international travellers beyond the well-trodden paths. 'The Opposite Side of the Island' spotlights Seberang Perai, situated on the mainland, showcasing charming attractions like the picturesque Kampong Agong and the expansive Mengkuang Dam. Meanwhile, 'The Other Side of the Island' highlights Balik Pulau and Teluk Bahang in the southwest, offering a tapestry of natural wonders and immersive experiences with nutmeg, durian, seafood, and pristine beaches.