With a substantial number of Japanese nationals already residing in Penang, it is only fitting that Penang further strengthens its appeal as a preferred destination for Japanese travellers seeking authentic cultural, culinary and heritage experiences here.
With this in mind, Penang State Exco for Tourism and Creative Economy YB Wong Hon Wai played host to a team from Japan Airlines (JAL) recently who were on a familiarisation visit to Penang.
Also present at the session was Penang Global Tourism (PGT) Chief Executive Officer, Ooi Chok Yan and Senior Manager Pauline Yoon.
The delegation comprised Japanese tourism players and media representatives, giving them the opportunity to explore Penang’s diverse tourism attractions and products first-hand.
The visit, facilitated by JAL and involving members of the Japanese tourism industry, was a direct outcome of the engagement established between Penang and JAL previously.
Speaking while welcoming the Japanese tourism delegation to Penang, Wong said he had led a Penang State Government delegation to Japan in 2025, during which the delegation visited JAL’s headquarters in Tokyo and met with representatives of the airline, establishing closer ties with JAL.
“Japan ranks among Penang’s top 10 source markets. Tourism development cannot be viewed solely from the perspective of the present; we must also remain vigilant and plan ahead. The current geopolitical situation in the Middle East remains subject to a degree of uncertainty, and any sudden disruption in a particular market or region could trigger knock-on effects on international tourist flows and air connectivity.
“Therefore, while consolidating our existing key source markets, Penang must continue to diversify our visitor markets and actively develop more long-haul markets with strong spending power and long-term potential. This is essential to strengthening the resilience of Penang’s tourism industry and enhancing our ability to mitigate market risks. Against this backdrop, Japan is certainly one of the key markets that Penang should actively pursue.” he said.
He added that Japan represents a strategic market with significant potential for Penang’s tourism industry.
“First, Japan has a population of approximately 123.8 million, providing us with a substantial population base. Second, Japanese travelers also possess considerable overseas travel spending power. According to the Japan Tourist Bureau, average spending by Japanese outbound travelers in 2025 is projected to reach ¥334,100, equivalent to approximately RM9,056, underscoring the significant spending potential of Japanese travelers in the international tourism market,” he said.
“The combination of Japan’s large population and relatively strong travel spending power gives the Japanese market considerable tourism development potential. If Penang can further raise its profile in Japan and attract more Japanese visitors, this would undoubtedly broaden Penang’s tourism source markets and open up new opportunities and possibilities for the state’s tourism industry,” Wong added.
During the reception of the Japanese familiarization delegation, Wong also held in-depth discussions with representatives from JAL and the Japanese tourism industry.
“Both sides exchanged views on Japanese travelers’ preferences, Penang’s tourism products and future market development and promotional strategies. The discussions were held in a warm and engaging atmosphere, with both sides sharing insights and exploring opportunities for further collaboration,” he said.
Wong noted that Japanese tourism industry representatives highlighted that Japanese travelers generally place strong emphasis on quality tourism, cultural experiences and immersive travel, which closely align with Penang’s diverse tourism offerings.
Wong shared that Penang and Japan have enjoyed longstanding cultural ties.
“With the strong support of the Penang State Government, Penang hosts the annual Bon Odori and Yosakoi Parade, while other Japanese cultural events, including Aki Matsuri and Hina Matsuri, are also held from time to time. These events bring the richness of Japanese traditional culture to local communities as well as domestic and international visitors.
“Notably, Penang’s Bon Odori and Yosakoi Parade are among the largest events of their kind in Southeast Asia, reflecting the deep and vibrant cultural exchanges between Penang and Japan.
“These cultural events have not only become an integral part of Penang’s multicultural landscape, but have also helped bring the people of Penang and Japan closer together, laying a strong foundation for further tourism and cultural cooperation between both sides,” he said.
He stressed that the Penang State Government would continue to seize the potential of the Japanese market and take proactive steps to strengthen engagement with Japan’s aviation and tourism industries.
“Precisely for this reason, the Penang State Government will continue to capitalize on the potential of the Japanese market by strengthening cooperation with JAL and the Japanese tourism industry, actively encouraging more Japanese travelers to discover and visit Penang, while gradually strengthening tourism demand and air connectivity between the two destinations.
“We will also continue to maintain close engagement with airlines and the Japanese tourism industry, creating favorable conditions for further strengthening air connectivity between Penang and Japan in the future. Through these efforts, we aim to open up a broader Japanese market for Penang and cultivate more diverse and resilient sources of growth for our tourism industry,” he said.
The familiarization delegation also included Satoko Otsuki, Assistant Marketing Officer of Tourism Malaysia Office in Tokyo; Hirai Satori, International Sales Planning Manager of Japan Airlines; Honjo Manami and Travel Agency Sales Department Senior Staff of Japan Airlines.