Penang further strengthened its reputation as Malaysia’s premier durian destination with the official opening of a new durian-themed attraction in George Town — the Durian Tree Experience Centre along Burma Road.
The centre was officiated by Penang State Exco for Tourism and Creative Economy YB Wong Hon Wai, marking another milestone in the state’s efforts to elevate durian tourism as a signature experience for both local and international visitors. The new attraction offers visitors a diverse showcase of fresh durians, value-added durian products and immersive educational displays, adding yet another reason for durian lovers to include Penang in their travel plans.
Also present at the opening ceremony were YB Teh Lai Heng, State Assemblyman for Komtar; Dr Annuar Mohamed, Penang MOTAC Director; Dato’ Tony Goh, Malaysian Association of Hotels (MAH) Penang Chapter Chairman; and Ms Carolyn Leong, Penang MATTA Chairlady, among other industry and tourism stakeholders.
In his speech, YB Wong Hon Wai emphasised the importance of positioning durian tourism as an all-year-round product, rather than a seasonal attraction.
“When people think of Penang, many immediately think of our heritage buildings, street food and rich cultural diversity. But for many visitors — especially those from overseas — Penang is also synonymous with one very special treasure: durian, the King of Fruits,” he said.
He noted that the Durian Tree Experience Centre goes beyond being a conventional gallery or retail outlet.
“This is not just a place to eat durian. It is an experience centre that allows visitors to understand durian beyond taste alone. Through a structured and immersive journey, visitors are introduced to the durian’s story — from planting and growth, to flowering, fruiting and harvesting. It highlights the land, the climate, the farmers and the generations of knowledge and dedication behind every quality fruit.”
At the heart of the experience, he added, is an important message: the true value of durian lies not only in the fruit itself, but in the long-term cultivation process and the commitment of farmers. Factors such as soil conditions, climate stability, pruning techniques, fertilisation and precise harvesting methods all contribute to the distinctive flavours that Penang durians are celebrated for today.
By presenting these elements in an engaging and accessible way, the centre transforms durian into a story of agriculture, culture and craftsmanship, appealing to tourists, students, families and young visitors alike. It also supports Penang’s push towards sustainable and experiential tourism, where visitors seek deeper understanding and meaningful connections rather than just consumption.
Penang’s durian reputation has long crossed borders — from Singapore and China to Australia and Europe — attracting travellers who journey specifically to sample prized local varieties such as Musang King (D197), Black Thorn (D200), Hor Lor, D24 Sultan, Red Prawn (Ang Hae), Green Skin, XO, Tekka, and other heritage cultivars unique to the island’s terroir.
“Durian lovers travel great distances in search of these flavours,” Wong said. “By creating curated and educational spaces like the Durian Tree Experience Centre, we further strengthen Penang’s position as a premium durian tourism destination, while promoting transparency, respect for farmers and sustainable practices within the industry.”
He also added that the initiative aligns with the Penang State Government’s vision of integrating agriculture with tourism and the creative economy, transforming agriculture from a behind-the-scenes sector into one that is visible, interactive and culturally meaningful — and placing Penang firmly on the global map as a must-visit destination for durian enthusiasts.
