Penang State Exco for Tourism and Creative Economy YB Wong Hon Wai led a Penang State Government delegation, together with Penang tourism industry players, to Surabaya, Indonesia, for the Surabaya leg of the “Not the Penang That You Know tourism roadshow.
Joining the roadshow was YB Teh Lai Heng (State Assemblyman for Komtar), Ooi Chok Yan (Chief Executive Officer of Penang Global Tourism), Captain Rd Achmad Sadikin (President Director of Indonesia AirAsia), Pauline Suharno (President of Association of Indonesian Travel Agents), Roy Oktavian Effendy (Chairman of Association of Indonesian Travel Agents (ASTINDO) East Java and Penang tourism industry representatives.
The initiative marked a proactive effort by Penang to engage the tourism industry in East Java and showcase the state’s diverse and distinctive tourism products and experiences. It also aimed to further consolidate Surabaya and the East Java as an important tourism source market for Penang, which the state has been cultivating over the years, while continuing to expand opportunities for tourism industry collaboration and exchange between the two sides.
During the roadshow, Penang Global Tourism and Indonesia AirAsia signed a Memorandum of Understanding (MoU) to further strengthen cooperation in tourism promotion.
“The MoU, which took effect on 6 October 2026, establishes a framework for both parties to work together in promoting two-way tourism between Indonesia and Penang. Through coordinated marketing, digital promotion and public relations initiatives, the partnership aims to stimulate tourism demand and encourage greater two-way visitor flows,” he said.
“Under the cooperation framework, both parties will explore a range of collaborative initiatives, including media publicity campaigns, tourism promotions through both parties’ digital platforms, familiarisation trips for tourism industry players and media, influencer experience trips, as well as the exchange of marketing information and market insights,” Wong added.
He also added that Indonesia has long remained Penang’s number one international source market, reflecting the deep and long standing social ties between two sides, while also demonstrating Penang’s unique appeal among Indonesian travellers.
“Whether through our shared cultural ties, linguistic similarities, or travel experiences, healthcare services and visits to family and friends, Penang has always been a familiar and welcoming destination for Indonesian travellers. The people-to-people ties between Malaysia and Indonesia are long-standing and deeply rooted.” said Wong.
He also pointed out that Indonesia currently has the highest frequency of direct flights with Penang among all international markets.
“In other words, Indonesian travellers enjoy convenient air connectivity to Penang for medical, business, visiting friends and relatives, as well as leisure travel. As of the end of August 2026, Penang received a total of 82 direct flights per week from Indonesia, comprising 42 weekly flights from Medan, 31 from Jakarta, 5 from Surabaya and 4 from Banda Aceh.
“This means that, on average, more than 11 flights arrive in Penang from major Indonesian cities every day, providing a strong connectivity foundation for people-to-people movement and tourism exchanges between Penang and Indonesia.” he added.
Wong said Indonesia, as a mature source market that Penang has cultivated over many years, has continued to demonstrate steady growth momentum despite the market’s increasing maturity.
“Rather than reaching a growth ceiling, Indonesia continues to show resilient growth, demonstrating that Penang’s appeal in Indonesia’s outbound tourism market remains strong and enduring,” he said.
Citing this year’s performance as an example, Wong said that 270,290 Indonesian travellers entered Penang through Penang International Airport from January to August 2026, compared with 255,413 during the same period in 2025. This represents an increase of 14,877 travellers, or 5.82%.
“These figures demonstrate that despite intensifying competition among destinations across the region, Penang continues to maintain a strong appeal among Indonesian travellers, with considerable market potential that can be further developed.
“Therefore, the Penang State Government’s decision to bring the tourism roadshow to Surabaya is a timely effort to build on this momentum and deepen our presence in the Indonesian market. While consolidating our existing visitor base, we also seek to further expand Penang’s tourism footprint in Surabaya and across the East Java region.”
“For medical tourists, medical services are naturally a core consideration when choosing a destination. However, a complete and diverse range of tourism resources is equally important.
“Healthcare travel also has a strong repeat-visit characteristic. Many medical tourists return to Penang for follow-up treatment or regular health screenings, often combining these visits with leisure activities, cultural experiences and culinary exploration.
“Every visit to Penang is therefore not solely about accessing healthcare services, but also about exploring the destination together with accompanying family members and friends.
“For Penang, it is therefore crucial to continuously enrich our tourism products and experiences, so that Indonesian medical tourists returning to Penang can discover something new and exciting each time they visit.” he said.
Based on this approach, Wong used the “Not the Penang That You Know” roadshow in Surabaya to introduce outbound tourism operators from the East Java, as well as local media, to Penang’s latest tourism offerings and a range of refreshed attractions and experiences that cater to the interests and travel preferences of Indonesian tourists.
“By continuously enriching Penang’s tourism offerings, we want Indonesian visitors who have previously visited Penang to continue finding new experiences and discoveries whenever they return, ensuring that Penang remains a destination where visitors can explore something different each time.” added Wong in his press statement.
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