GEORGE TOWN: The Penang International Airport (PIA) saw a remarkable surge in Chinese tourist arrivals, with a staggering 218.86% increase in 2024 compared to the previous year, solidifying China’s position as a key foreign market for the state.
State tourism and creative economy committee chairman Wong Hon Wai said the number of Chinese tourists arriving through international arrivals at Penang International Airport in 2022, 2023 and 2024 were 5,918, 37,711 and 120,245 respectively.
“This increase proves that China continues to be one of the main foreign markets for Penang,” he said during the state assembly sitting here yesterday.
Wong (PH-Paya Terubong) said that the state government, alongside its agencies, is persistently working to explore the tourism market in China through various initiatives.
The latest effort includes enhancing direct air access by collaborating with airlines to increase the number of direct flights between China and Penang.
He said currently there are direct flights from four of the five busiest airports in China to Penang, namely from Shanghai, Guangzhou, Shenzhen and Chengdu.
He said from August 2023 to April this year, seven new flights have been introduced from various cities in China to Penang International Airport (PIA).
These include services by Xiamen Airlines, Juneyao Airlines, Shenzhen Airlines, Shanghai Airlines, AirAsia, Hong Kong Express and Sichuan Airlines, while several chartered flights from China were also arranged to meet increasing demand, proving that China continues to be a primary tourism market.
He said the state government is also carrying out aggressive marketing campaigns on social media platforms and tourism websites.
“This includes participation in tourism exhibitions in China to build tourism trade networks.
“In addition, efforts are being made to advertise on platforms that are popular with Chinese tourists,” he said, adding that Penang has also collaborated with online travel agencies in China to offer attractive travel packages.
He said familiarisation trips are being organised for travel agents, media and influencers from China.
“This programme is being conducted to introduce firsthand experiences in George Town, Penang Hill, Balik Pulau and Seberang Perai, as well as other gastronomic attractions,” he said.
He added that the Xiaohongshu platform is increasingly important in tourism promotion strategies, especially to attract tourists from China and the Mandarin-speaking community.
