SOME 60 Penangites working in the Meetings, Incentives, Conferences and Events (MICE) industry had a fun time taking part in the Penang Amazing Race developed by Goche Corporation Sdn Bhd.
Flagged off by Chief Minister Lim Guan Eng at Fort Cornwallis, the participants made their way on trishaws through the heritage streets of Penang island with every stop and checkpoint carefully designed to create the authentic Penang experience.
The event is the highlight of the launch of Penang Convention and Exhibition Bureau (PCEB)’s ‘Experiences Unfiltered’ brand campaign.
The race is aimed at promoting Penang as a destination for incentive travel where business tourists can get a taste of Penang’s heritage enclave.
PCEB chief executive officer Ashwin Gunasekeran said the participants were conference advisers and representatives from travel agents, destination management companies and hotels.
Ashwin said Penang could offer venues and event spaces comprising UNESCO-listed heritagebuildings, colonial bungalows, hotels, a large botanical garden, marinas, piers and many others.
“Penang is truly a unique destination where guests can experience our rich diversity, beautiful architecture and excellent cuisine.
“We offer some of the best authentic Asian experiences,” he said.
Lim, in his speech, said the three-year brand campaign by PCEB would position the state as an ideal MICE destination in the region.
He said the figures released by Malaysia Convention and Exhibition Bureau (MyCEB) showed that each business tourist visiting Penang for exhibitions spent an average USD$3,500 (RM14,554) last year.
“The MICE industry has proven to be a vital driver for Penang’s economy.
“Last year, the estimated national average spending of business tourists was RM7,000.
“The amount is huge compared to the individual travellers’ average spending of RM2,000,” he said.
Also present was Goche Corporation Sdn Bhd chief executive officer Eugene Goh.