GEORGE TOWN: Tourists from China are showing greater interest in off-the-beaten-path experiences in Penang compared to the usual attractions.
They are often spotted at local food haunts and wet markets that Penangites frequent every day instead of the heritage enclave.
Penang Tourist Guides Association chairman Clement Liang said repeat travellers from China often avoid busy tourist areas within the George Town Unesco World Heritage Site.
“They have seen the main attractions, like the murals, British colonial and Peranakan architecture.
“Now, they want to explore quieter places. We take them to Pulau Tikus, Teluk Bahang on Penang island and even Seberang Perai.”
Liang said Pulau Tikus has become increasingly popular for its food and temples, with many tourists arriving with lists of food stalls and attractions to explore.
“There is the award-winning char koay teow stall, apam balik cooked on charcoal stoves and a franchise coffee outlet run by the deaf and mute in Pulau Tikus.
“Some also visit the prominent temples along Burma Lane, such as Buddhist temple Wat Chayamangkalaram, as part of their tour.”
Liang said the visa waiver has allowed Chinese visitors to make multiple trips to the state, often returning to their favourite spots.
Tour guides are also curating itineraries that extend tourism beyond George Town, helping to spread visitors across other areas.
“This helps local businesses and promotes sustainable tourism,” he said.
Malaysian Association of Hotels (MAH) Penang chapter chairman Tony Goh said hotel operators have seen steady growth in Chinese visitors and are preparing for more.
“With more direct flights expected, we foresee a larger wave of arrivals in 2026. They love our heritage, culture and local food, especially seafood and durians.
“One of the main draws is durian, and many visitors time their trips in July to coincide with the durian season,” Goh said.
He added that hotels have started offering durian packages, including orchard visits and subsidies on durian buffet, to attract this market.
“We anticipate even more arrivals next year, as those who fly to Kuala Lumpur are expected to make a stop in Penang,” he said.
Penang tourism and creative economy committee chairman Wong Hon Wai said China is now Penang’s second-largest source of international arrivals, overtaking Singapore.
“From January to May this year, we recorded 76,532 Chinese arrivals, which is a 117% increase compared to 35,322 in the same period last year.
“We are expanding air connectivity and working closely with airlines and stakeholders to restore and introduce more direct flights from major Chinese cities to Penang.
“Since late 2023, routes from Xiamen, Shanghai, Shenzhen, Chengdu and Hong Kong have been added. This improved connectivity is the backbone of our China strategy.
“Chartered and scheduled flights from Guiyang, Chongqing, Kunming and Xi’an are in the pipeline.
“We’re also strengthening promotion efforts through roadshows, digital campaigns and travel platforms like Douyin, Weibo and Xiaohongshu,” he said, adding that Penang has participated in major travel expos in China as well.
He said Penang’s multilingualism and cultural familiarity with China has increased its appeal as a destination.
He added that Penang’s promotion of wedding, cultural, heritage and culinary tourism resonates well with Chinese travellers seeking personalised and meaningful travel experiences.
“Many Penangites speak Mandarin and Chinese dialects such as Hokkien, Teochew, Cantonese and Hakka. This makes Chinese tourists feel welcome and at ease.”
