Visitors in Penang Hill, the biosphere reserve that is one of the attraction in the state. — Filepic
AS PENANG gears up for Visit Malaysia 2026 and Malaysia Year of Medical Tourism (MYMT 2026), the introduction of twice-daily flights to Hong Kong by HK Express is set to transform the region’s tourism landscape.
Targeting China’s bustling Greater Bay Area (GBA), home to over 86 million people, this initiative promises to enhance Penang’s appeal as a top choice for leisure and medical travellers alike, said state tourism and creative economy committee chairman Wong Hon Wai.
The GBA comprises Hong Kong, Macau and nine municipalities in Guangdong province, such as Guangzhou and Shenzhen.
“The doubling of seat capacity positions Penang as a preferred gateway to Malaysia, particularly for medical tourism,” Wong said, adding that the additional flights provide greater accessibility and convenience for both leisure and medical travellers.
Ong (third from left) shaking hands with Ooi after the MOU signing, witnessed by (from left) Yoganthiran, Mao, Wong and Ng. — TAN SIN CHOW/The Star
Magnet for visitors
With competitive pricing and high-quality medical services offered at reasonable cost compared to Hong Kong, Wong said Penang was becoming a magnet for health-conscious visitors seeking affordable yet world-class treatment.
Before the Covid-19 pandemic, Penang was the crown jewel of medical tourism in the country.
Indonesians, in particular, flocked to the state for both treatment and the food.
Last year, Malaysia welcomed 1.6 million healthcare travellers, marking a 14% increase year-on-year, with Indonesians contributing to 80% of healthcare tourism revenue.
The Malaysian Healthcare Travel Council reported that Penang attracted 453,000 international patients, generating RM866mil in revenue from January to November last year.
In fact, Penang’s growing reputation as a tourist destination is seeing more carriers, such as TransNusa, launching direct flights to the state.
The Star had reported Wong as saying that the TransNusa service would strengthen air connectivity between Indonesia and Malaysia.
The Indonesian carrier’s debut route between Jakarta and Penang will start on Nov 24.
The flights are three times weekly – on Mondays, Wednesdays and Fridays – before becoming a daily service from December.
Penang is a foodie’s paradise and is well known for authentic, affordable and delicious food. — Filepic
And now, with HK Express increasing its flight frequency on the Hong Kong-Penang route, Wong said it would give Penang a head start in capturing the rising demand for medical tourism across the region.
HK Express chief commercial officer KK Ong highlighted the growing potential for Penang to attract health and wellness travellers from Hong Kong.
“Medical and dental treatments are very costly in Hong Kong.
“In comparison, it’s actually more affordable to fly to Penang for a comprehensive medical check-up, including flights, accommodation and meals, than to undergo similar treatments at home,” he said.
Ong said the cost advantage, combined with Penang’s reputation for high-quality healthcare, presented valuable opportunity in the medical tourism sector.
“After the Covid-19 pandemic, many have realised that travel is not just a luxury but something essential for discovery, reconnection and living fully,” Ong said.
“Penang remains a core market for HK Express, especially with the Malaysia-China visa-free arrangement extended for five years.”
Enhanced connectivity
The daily Hong Kong-Penang flight by HK Express launched on Nov 21 last year.
From then until Oct 26 this year, over 100,000 passengers travelled the route, with an average load factor of 80%, or about 190 passengers per flight.
The new twice-daily service began on Oct 26, with departures from Hong Kong at 11.55am and 8.20pm, and the return flight from Penang at 12.50am and 4.30pm.
Penang has become one of the region’s premier destinations for medical tourism. — Filepic
Wong said with HK Express’ extensive route network, Penang would enjoy stronger connectivity to key markets in China, Japan and Taiwan.
“This enhanced connectivity enables more travellers to experience Penang’s cultural heritage, historical character and artistic lifestyle.”
The state boasts two Unesco recognitions: George Town Unesco World Heritage Site and Penang Hill Unesco Biosphere Reserve.
“Visitors can also savour Malaysia’s unique breakfast culture, recognised under the Unesco Intangible Cultural Heritage, admire the craftsmanship and elegance of the Peranakan kebaya, and witness the harmonious coexistence of diverse communities,” Wong added.
Ong said HK Express saw significant growth potential in the GBA region, particularly in secondary cities such as Dongguan, Zhongshan, Jiangmen and Zhuhai.
“What makes this possible is the tremendous improvement in intra-GBA connectivity.
“The distances between some of these cities have been greatly reduced, thanks to new infrastructure such as bridges and tunnels.”
He added that residents in these secondary cities often chose South-East Asia as their first outbound holiday destination.
Penang stood out as an appealing choice, he said, especially with Malaysia’s visa waiver policy for Chinese travellers.
“For the past year, about 30% to 40% of our passengers travelling to Penang came from across the border.
“Although we are based in Hong Kong, we serve the entire GBA population,” he said.
New travel trends
Ong said a growing trend among younger GBA professionals, especially those employed by tech giants like WeChat and Tencent, was “special forces-style tourism”.
This high-intensity, low-cost travel approach allows them to maximise weekends and short breaks to explore multiple destinations quickly.
Passengers waiting to board an HK Express flight at Penang International Airport bound for Hong Kong. — Courtesy of PGT
“They are nicknamed te zhong bing (special forces commandos) because they travel on tight schedules.
“With affordable hotels in Penang, they can take the 8pm flight to Penang on Friday, enjoy the weekend, and return on the midnight flight Sunday, arriving in Hong Kong at 5am ready for work,” he said, adding that these travellers would not have to apply for leave from work for their short breaks.
Collaborative efforts
During a media tour to Hong Kong, a memorandum of understanding (MOU) was signed between HK Express, the low-cost carrier under the Cathay Group, and Penang Global Tourism (PGT) to promote Penang as a preferred travel destination.
HK Express was represented by Ong, while PGT chief executive officer (CEO) Ooi Chok Yan signed on behalf of the organisation.
The signing ceremony was witnessed by Wong and HK Express CEO Jeanette Mao. Also present were PGT director Joseph Ng, who is also the Air Itam assemblyman, and Tourism Malaysia Hong Kong director M. Yoganthiran.
Under the MOU, both parties will explore collaborative opportunities to promote Penang as a preferred travel destination through joint marketing campaigns, digital promotions and curated travel packages.
The agreement also aims to strengthen Penang’s air connectivity with North Asia and foster greater cultural and tourism exchanges between the two regions.
During the visit, the Penang delegation also paid courtesy visits to two of Hong Kong’s leading media houses – TVB and ViuTV – to discuss potential cultural collaboration.
Ooi said the engagement followed previous successful collaborations, including the filming of Miss Hong Kong Pageant (TVB) and Be ON Game Season 4 (ViuTV) in Penang.
Both productions achieved strong viewership and effectively highlighted Penang’s scenic landscapes, cultural heritage and warm hospitality.
Ooi added that the media familiarisation trip was another branding exercise to strengthen mutual tourism flows.
“Tourism is always a two-way exchange.
“While we want to attract more visitors to Penang, we also encourage outbound travel and cultural sharing.
“These strategic engagements in Hong Kong form part of PGT’s broader mission to expand Penang’s presence in key international markets and strengthen air connectivity as the state prepares for Visit Malaysia 2026,” he said.
Insight into Hong Kong
Hong Kong has also launched several measures to attract visitors.
Transit passengers at Hong Kong International Airport (HKIA) can enjoy free city tours, offering insights into the vibrant culture found in the Special Administrative Region.
The Heritage and Local Lifestyle City Walk (noon to 4pm) takes visitors to Wong Tai Sin Temple and Sham Shui Po’s bustling markets and food stalls, highlighting the vibrant street life.
The Victoria & West Kowloon Waterfront Journey (5.30pm to 9.30pm) explores the West Kowloon Cultural District and Avenue of Stars, featuring spectacular Victoria Harbour night views.
Passengers can register for either tours at the Free Layover Tour Service Counters in Terminal 1.
Additionally, passengers buying tickets after Oct 1, 2025, may be eligible for a refund of the HK$200 (RM108) Air Passenger Departure Tax if they meet certain criteria.
