Wong (left) with Penang Global Tourism chief executive officer Ooi Chok Yan sharing last year’s tourism initiatives and achievements at the Whiteaways Arcade in Lebuh Pantai, George Town in Penang. — LIM BENG TATT/The Star
The tourism sector in Penang has seen purposeful growth as it heads towards further preparations for Visit Malaysia 2026 (VM2026).
Penang State Exco for Tourism and Creative Economy (Petace) Wong Hon Wai said the past year has been one of transition, from recovery to purposeful growth in all things tourism.
“There has been positive growth and all the numbers – whether it be hotel occupancy, tourist arrival, festivals or events – we have seen [those] increase.
“This has created confidence in businessmen and investors in the tourism industry. In the past year we have seen hotels with international brandings want to be based in Penang,” he said.
Wong said his goal under Petace was to ensure not just a rebound from Covid-19 but strategic strengthening of Penang’s tourism foundation.
“We focused on enhancing international connectivity, diversifying our tourism products and building a resilient ecosystem that benefits both businesses and communities.
“We have seen a remarkable increase in visitors, not just in sheer volume but in the quality and diversity of tourism.
“We have leisure travellers drawn to our heritage and food as well as sports enthusiasts like runners and paddlers.
“Then there are our conference delegates and business visitors as well. These trends reflect a maturing tourism destination that is becoming not just popular but sustainable and distinctive,” he said.
Wong said the past year has been filled with positive growth with an increase in hotel occupancy or tourist arrivals.
He said he hopes to improve direct international connectivity to the Penang International Airport this year.
“Before 2023, our international network was recovering but limited. We have since built routes connecting Penang to key markets like multiple Chinese cities and Chennai.
“We have strengthened services to Asean and West Asia.
“This has widened access and driven significant tourist growth, especially from China and India,” he said.
Widening scope
Wong said Petace wants to diversify tourism beyond conventional leisure, going into sports tourism and the Meetings, Incentives, Conferences and Exhibitions (MICE) sector.
“We expanded the reach and impact of flagship events like the Penang Bridge International Marathon and the Penang International Dragon Boat Regatta, and we have supported the Penang Convention and Exhibition Bureau’s work to attract more business events.
“These segments now contribute to the number of visitor arrivals, hotel stays and cultural exposure,” he said.
He said the goal is to ensure tourism growth translates into real economic benefits for locals, especially small and medium enterprises (SMEs), food and beverage vendors, operators and travel workers.
“While there has been substantial progress, the work continues, particularly in maintaining quality, sustainability and inclusion across every segment,” he said.
Wong said Penang’s tourism has manifested in broader connectivity and diversified offerings resulting in a stronger economic impact for its people.
“I am proud of how we have elevated sports tourism and business events into genuine economic drivers for Penang.
“Activities like the Penang Bridge International Marathon and the Penang International Dragon Boat Regatta do more than bring visitors – they create year-round engagement, international participation and meaningful economic spillovers that benefit hotels, small businesses, food and beverage outlets, transport and local communities.
“These events have been intentionally positioned as tourism anchors, supported by public-private partnerships and integrated into broader marketing and place branding strategies,” he said.
Significant growth
Wong said the growth in the tourism sector here has benefited the local economy.
“In 2024 alone, Penang welcomed over 8.2 million hotel guests, surpassing pre-pandemic levels, which is a clear sign of demand that flows directly into the pockets of hoteliers, restaurateurs, tour operators and informal sector vendors.
“Increased flight arrivals is beneficial to all and not just those operating in George Town.
“The Penang Bridge International Marathon attracts thousands of runners every year, which is a significant portion from outside Penang or from overseas, boosting occupancy and income in Seberang Perai and Batu Kawan.
“Then we have community- focused festivals, which increase visitor engagement across neighbourhoods,” he said.
Wong said the approach has been to integrate SMEs and operators into the growth engine of tourism.
“We offer them direct inclusion in business events and sport tourism supply chains, giving local businesses access to volumes, vendor opportunities and wider industry networks.
“There are marketing and digital platforms that offer the spotlight to local operators on Penang Global Tourism channels and partner platforms.
“There is support for service quality improvements, language skills and tourism readiness that ensures local products meet international expectations.
“These efforts help ensure that tourism growth creates tangible, sustained opportunities for local people,” he said.
Wong said their biggest challenge this year has been managing scale with quality and sustainability.
“With the rapid increase in visitors including a 520% rise in Chinese tourists between 2023 and 2025, we must ensure that growth does not compromise service standards, environmental quality or community well-being.
“Balancing rising demands with infrastructure capacity and workforce development has required careful planning and deeper collaboration across government, industry and community stakeholders,” he said.
On steps taken to promote lesser-known destinations and not just key tourist hotspots, Wong said one consistent strategy under Petace has been to activate other parts of Penang beyond George Town.
“Through sports routes (such as the marathon on the mainland), targeted promotions for Balik Pulau, Teluk Bahang and Seberang Perai attractions, and community-led cultural offerings, we are spreading visitor flows and economic benefits.”
Driving Penang’s growth
Wong said one of his top priorities this year would be to secure more direct flights from strategic markets to support VM2026 and beyond.
“We want to drive MICE growth through the Penang Convention and Exhibition Bureau, to attract conferences and events that bring high-value delegates.
“We want to strengthen the sports tourism identity here [by] building on the Penang Bridge International Marathon, dragon boat races and other inclusive initiatives.
“We will make sure there is inclusive growth, making sure every community and business can gain from it,” he said.
Wong said Petace is preparing targeted promotions that are aligned with VM2026.
“There will be more business events under the Penang Convention and Exhibition Bureau and quality-focused campaigns that reflect Penang’s authentic strengths, including our food, heritage, culture and natural landscapes.
“Tourism growth must feel real and equitable.
“The numbers we see from international arrivals to hotel guests and business event delegates are encouraging, but meaningful distribution of benefits requires inclusive planning, targeted support, and stronger industry linkages.
“We are committed to making tourism growth not just big, but broad and inclusive, so that its impact reaches more businesses, workers and communities across Penang,” he said.
