By V. Sivaji
Growing from strength to strength, the 9th edition of the Penang International Travel Exchange (PITE) 2026 will attract global buyers to Penang.
Among them are those from China, India, Indonesia, Thailand, Vietnam, Singapore, Bangladesh, Australia, Romania and South Korea, as well as other markets too.
PITE 2026 will be held at the Penang Waterfront Convention Centre (PWCC) from Oct 27 to 29, 2026.
Announcing further details on the much anticipated event was State Exco for Tourism & Creative Economy YB Wong Hon Wai along with Penang Convention & Exhibition Bureau (PCEB) Chief Executive Officer, Ashwin Gunasekeran.
“This year, we are pleased to take another step forward by opening the B2B segment to international exhibitors for the first time. This marks an important development for PITE, as it creates opportunities for tourism businesses from around the world to participate, connect with buyers, and explore partnerships not only with Penang and Malaysian industry players, but also across the wider regional and international tourism market.
“This year, PITE is expected to welcome approximately 100 buyers from 13 international markets and regions. The diversity of this year’s buyer delegation is particularly encouraging, as it reflects the continued interest in Penang and Malaysia from both established and emerging markets, while creating opportunities for our tourism industry to build new relationships and explore new areas of business.
“We are also expecting approximately 50 exhibitors from across Malaysia, representing a wide range of tourism businesses, including hotels, destination management companies, professional conference organisers, attractions and other tourism service providers. Their participation provides an important opportunity for Malaysian tourism players to engage directly with international buyers, showcase their products and services, and explore potential collaborations that can contribute to future business growth,” sai Wong at a press conference in Komtar earlier today.
He also added that for Penang, the value of PITE goes beyond the three-day programme itself. When international buyers come to Penang, they are not simply attending business appointments; through the familiarisation programme, they have the opportunity to experience our destination first-hand, including our heritage, culture, culinary offerings, attractions, hospitality and the many experiences that make Penang distinctive.
“This first-hand experience is important because these buyers are in a position to influence future travel programmes, incentive itineraries, group visits and business opportunities in their respective markets,” he stressed.
Meanwhile, Ashwin shared that PITE 2026 will bring many global participants to Penang and in the process promotes the MICE segment too.
“We actually have 800 registered participants but will only select 100 buyers based on those who can bring business to the region. And, although we have about 50 sellers this time around, we welcome more to come and participate in PITE 2026. There will also be around 10 international members at PITE 2026,” he added.
Lending support at the press conference was Dato Khoo Boo Lim, Vice president of MAH National, Ms Michele Lim, owner of Fifth Avenue Hotel, Dominic Oh, Chief Executive Officer/President, PWCC, Alvin Poh, Founder, Forest Island among others.