To further expand into the Japanese tourism market and attract more quality tourists to Penang, Penang State Exco for Tourism and Creative Economy, YB Wong Hon Wai, led a Penang state government delegation—together with various tourism industry players from Penang including hoteliers, travel agencies, international schools and Malaysia My Second Home (MM2H) program operators—to Tokyo, Japan, to carry out the “Uniquely Penang” roadshow.
The aim was to showcase Penang’s unique tourism appeal to Japanese travelers.
“As of July 2025, Japan ranks among Penang’s top 10 source markets for tourists. From January to July 2025, 9,753 Japanese visitors arrived in Penang via direct international flights, a 25% increase compared to the same period last year (7,806 visitors), demonstrating strong interest from the Japanese market. Notably, this figure does not include tourists who transit via Kuala Lumpur or arrive overland—if included, the actual number would be significantly higher. In addition, around 3,000 Japanese nationals currently reside or work in Penang. This clearly highlights the tremendous potential of the Japanese market for Penang’s tourism industry.”
“Japan is undoubtedly a strategic market that deserves deeper engagement. Japanese travelers are known for their high spending power when traveling abroad. According to data from the Japan Tourist Bureau, average overseas travel spending per Japanese tourist in 2025 is projected to be ¥334,100 (approximately RM9,056), indicating strong purchasing power.”
“Moreover, Japan’s population stands at approximately 123.8 million, with Tokyo alone home to about 14.17 million residents. This vast population base, coupled with strong consumer power, presents vast opportunities if Penang can attract more Japanese visitors,” Wong added.
He further added that since the industrialization era of the 1970s, Japanese multinational corporations have established operations in Penang, laying a solid foundation for ongoing economic and business collaborations. Today, over 70 Japanese multinational companies are based in Penang, including major names such as Ibiden, Toray, and Renesas Electronics.
On the topic of education, he added that since its establishment in 1974, the Penang Japanese School has been providing quality education to children of Japanese business and industrial communities residing in Penang. Additionally, there are around 500 Japanese students currently enrolled in various international schools in Penang—demonstrating Penang’s strong appeal to Japanese families and the potential for growth in educational tourism.
“With state government support, Penang hosts annual Japanese cultural events such as the Bon Odori Festival, Yosakoi Parade, and Penang Aki Matsuri (Autumn Festival). These events showcase Japanese traditional culture to both locals and tourists. It is worth noting that Penang’s Bon Odori and Yosakoi celebrations are among the largest outside of Japan, reflecting the vitality of cultural exchange between Penang and Japan.”
“Given the multifaceted ties between Penang and Japan—in economy, education, and culture—the Japanese tourism market offers untapped potential for various segments such as educational tourism, business travel, cultural tourism, and culinary tourism, particularly for those seeking experiences different from Japanese cuisine. Notably, this Tokyo edition of the ‘Uniquely Penang’ roadshow is the first since the pandemic and represents a significant step by the Penang government to actively engage with the Japanese tourism market and highlight Penang’s diverse attractions.” said Wong in a press statement.
During the Tokyo leg of the roadshow, a Business-to-Business (B2B) session was also held to provide a networking platform for tourism players from both countries. This allowed Penang and Japanese stakeholders to establish connections and explore potential collaborations.
In addition, a comprehensive destination presentation showcased Penang’s rich and diverse tourism offerings to Japanese travel agencies, aiming to inspire them to create travel packages and facilitate their future promotions.”
Besides the roadshow, the Penang delegation also visited the Tokyo headquarters of Japan Airlines (JAL) to discuss the potential for direct flight routes between Malaysia and Japan, exploring both demand and future possibilities.
Additionally, he also gave interviews to local Japanese media during the visit, taking the opportunity to promote Penang’s diverse tourism offerings and strengthen awareness of Penang’s unique appeal among the Japanese public.
Joining Wong Hon Wai at the “Uniquely Penang” roadshow in Tokyo were Penang Global Tourism (PGT) CEO, Ooi Chok Yan, Director of Tourism Malaysia Tokyo Office Ms. Sazliza, Deputy Director Fahmi Nordin along with the various tourism industry stakeholders from Penang.