Penang welcomes more than 80 international travel buyers and over 40 exhibitors as the state strengthens its position as a leading tourism and MICE destination
Penang Malaysia: The 9th edition of the Penang International Travel Exchange (PITE 2026) opened at the Penang Waterfront Convention Centre, George Town, Penang Malaysia, bringing together international travel buyers, tourism industry representatives, exhibitors and media to explore new business opportunities and strengthen global tourism partnerships.
Organised by the Penang Convention & Exhibition Bureau (PCEB), the three-day event provides a platform for tourism businesses to connect with international markets, exchange ideas and develop long-term partnerships.
Addressing the opening ceremony, Ashwin Gunasekeran (Chief executive officer, Penang Convention and Exhibition Bureau) welcomed participants and emphasised the importance of collaboration in an evolving global tourism landscape. He noted that geopolitical uncertainties and changing travel preferences were bringing greater attention to the Asia-Pacific region, making platforms such as PITE increasingly relevant to the travel industry.
This year's programme features one and a half days of business-to-business meetings, followed by one and a half days of destination excursions, allowing participants to experience Penang's attractions and hospitality firsthand.
“Successful tourism partnerships require more than product presentations and business discussions. They also require first-hand experiences, personal connections and a genuine understanding of the destination,” he said.
Participants will have opportunities to discover Penang's UNESCO World Heritage streets, renowned culinary offerings, vibrant creative culture and distinctive local experiences.
More than 80 international buyers attend
In his address, YB Wong Hon Wai, Penang State Executive Councillor for Tourism and Creative Economy, welcomed more than 80 international buyers from China, India, Bangladesh, Indonesia, the Philippines, Singapore, Thailand and Vietnam, alongside more than 40 exhibitors from Malaysia and international media representatives.
He described PITE as an important platform for tourism businesses to exchange ideas, establish new connections and expand their reach into international markets.
The event also enables Penang's tourism operators to present their products and services directly to overseas buyers, helping create new business opportunities and attract more visitors to the state.
YB Wong highlighted the growing international recognition of Penang as a travel destination. He noted that the state had been featured in National Geographic's list of “The Best Places in the World to Travel to in 2027”, which identifies 25 notable destinations and travel experiences worldwide. According to his remarks, Penang was the only city in Malaysia and Southeast Asia included on the list.
He also cited Penang's debut in the Top 10 Cities for Meetings category in Smart Travel Asia's “2026 Best in Travel Poll”, alongside Kuala Lumpur as one of only two Malaysian cities recognised in that category.
Penang strengthens its MICE credentials
Penang's growing presence in the business events sector reflects its expanding capacity to host meetings, incentives, conferences and exhibitions (MICE).
YB Wong noted that several convention and exhibition centres had been completed and brought into operation in recent years, strengthening the state's ability to compete for international business events.
He also announced that, as of October 28, 2026, 15 hotels in Penang had been included in the MICHELIN hotel listing, further highlighting the destination's hospitality offerings.
These developments reinforce Penang's ambition to attract a broader mix of leisure travellers, business visitors and international event delegates.
Building lasting tourism partnerships
Ashwin Gunasekeran stressed that PITE aims to keep Penang visible, competitive and relevant in the global tourism market. With travellers increasingly seeking meaningful and authentic experiences, collaboration among destinations, travel agents, tour operators, hotels, attractions, airlines and media organisations remains essential.
He encouraged buyers and exhibitors to make the most of the scheduled business meetings, explore new markets and establish relationships that continue beyond the event.
The organisers also acknowledged the contributions of the event's partners, including ACE Conference & Exhibition, Tourism Malaysia, IndiGo Airlines, Edaran Otomobil Nasional Berhad, Penang Waterfront Convention Centre, Eagle Platinum and Fifth Avenue Hotel, alongside other supporting, hospitality, food and beverage, venue and media partners.
As PITE 2026 brings together international travel trade representatives and Malaysian tourism businesses, the event is expected to provide fresh opportunities for destination promotion, commercial cooperation and the development of long-term tourism partnerships.
The opening ceremony concluded with a welcome to all participants and a call for productive business meetings and an enjoyable familiarisation programme in Penang.
- Santosh Sahu
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