To further expand Penang’s reach into the South China tourism market, Penang welcomed a delegation of 48 travel industry representatives from Shenzhen and the Greater Bay Area from 15 to 19 June 2026 for a familiarisation trip to explore the state’s diverse tourism offerings and latest tourism products.
Penang State Executive Councillor for Tourism and Creative Economy Wong Hon Wai said that throughout the five-day programme, the travel industry representatives from Shenzhen and the Greater Bay Area experienced Penang’s popular attractions, distinctive cultural heritage, renowned culinary offerings, accommodation facilities and various tourism experiences, allowing them to gain a comprehensive understanding of Penang’s unique strengths as an international tourism destination.
Wong said China’s National Day Golden Week, which will take place from 1 to 7 October, is expected to bring about a new surge in outbound travel from China.
“Therefore, welcoming a delegation of travel industry representatives from Shenzhen and the Greater Bay Area at this crucial juncture is most timely,” he said.
He said the familiarisation trip would not only enhance the understanding and awareness of Penang among travel industry players in South China, but also enable them to better grasp the characteristics, selling points and market positioning of Penang’s tourism products.
“This will lay a stronger foundation for them to develop more diverse and attractive Penang travel packages upon their return to China, as Penang actively prepares for the upcoming China Golden Week travel season,” he said.
Wong said the familiarisation trip forms part of Penang’s continued efforts to deepen its presence in the China tourism market.
He added that the initiative would further strengthen cooperation and linkages between Penang and tourism industry players in South China, while encouraging closer collaboration in tourism product development, market promotion and visitor growth.
Wong also expressed hope that the programme would encourage more Chinese tourism operators to include Penang in their future travel product planning and promotional initiatives.
“This will further enhance Penang’s visibility and competitiveness in the South China market, attract more Chinese visitors to Penang, and open up broader and more sustainable opportunities for tourism cooperation,” he said.