Wong Hon Wai Leads Penang Delegation to Batam Ahead of New Direct Flight Launch on 18 October
Batik Air starts its new direct service between Batam and Penang on 18 October 2026, and Penang moved early to build demand for it.
Penang State Executive Councillor for Tourism and Creative Economy Wong Hon Wai led state government representatives and tourism industry players to Batam for a roadshow carried under the theme “Not the Penang That You Know”. The Malay and Indonesian versions of the title are Pulau Pinang Yang Betul Lain Macam and Penang Beda Banget.
The roadshow set out to present Penang’s tourism offerings to the local travel trade and to pave the way for closer tourism cooperation between the two destinations.
Wong described the service as an air bridge rather than a simple transport link, one that lets Penang reach the Riau Islands market and strengthen its position in Indonesia.
He said building that interest before the first flight takes off was the point of the trip.
“The roadshow is aimed at building early momentum ahead of the launch, generating market interest and enabling tourism industry players in Penang and Batam to establish connections and gain a better understanding of each other’s markets. These early engagements will lay the groundwork for business matching and long-term cooperation once direct flights commence,” he said.
A second objective was to familiarise travel agencies and tour intermediaries in Batam with what Penang sells, so that they can put together packages that suit local travellers.
“By helping them better understand what Penang has to offer, we hope they can develop travel packages tailored to the preferences and needs of local travellers. This targeted approach will help translate the convenience of direct flight into tangible demand for travel to Penang from Batam and the wider Riau Islands,” he said.
Wong noted that the Riau Islands remain a market Penang has not yet developed fully through direct air connectivity. Against that backdrop, the business-to-business session held during the roadshow drew encouraging interest and gave both sides a platform to explore partnerships.
Penang operators promoted attractions, accommodation, local cuisine and healthcare facilities catering to medical travellers. Tourism operators from Batam joined in enthusiastically, with lively exchanges between the two sides.
“The B2B session enabled tourism players from Penang and the Riau Islands to exchange market insights and establish business contacts. These connections will support the development of travel products, expand visitor markets and encourage cross-border tourism cooperation,” he said.
With the Batam route opening, five Indonesian cities connect to Penang by direct flight: Jakarta, Surabaya, Banda Aceh, Medan and Batam.
“In other words, Penang’s direct air links now extend across key markets in Sumatra, Java and Riau Islands. As the most populous country in Southeast Asia and one with the region’s largest land area, Indonesia offers significant potential for Penang,” he said.
Wong stressed that while the state government continues to pursue new international markets, strengthening established ones matters just as much.
“Indonesia has long been one of Penang’s important international visitor markets. Our geographical proximity, convenient transport links and longstanding tourism and economic ties provide a strong basis for further cooperation,” he said.
He also set out Penang’s blend of heritage, culture, nature and contemporary experiences. George Town, a UNESCO World Heritage Site, brings together Malay, Chinese, Indian and Peranakan influences, with historic streets and cuisine shaped by generations of cultural exchange. Penang Hill offers cooler air and sweeping views, and is recognised by UNESCO as a Biosphere Reserve. Beyond the coast, Seberang Perai on the mainland offers its own communities, cultural traditions and rural experiences.
Penang has continued to add attractions in recent years, including the Penang State Museum, Fort Cornwallis, the Penang Automotive Gallery and the Guar Kepah Archaeological Gallery.
“Penang is not only a destination worth visiting for the first time, but one worth returning to,” he said.
Also present at the roadshow in Batam were Teh Lai Heng, State Assemblyman for Komtar; Ooi Chok Yan, Chief Executive Officer of Penang Global Tourism; Hasan S.Sos, Head of the Riau Islands Provincial Tourism Office; Pauline Suharno, President of the Association of Indonesian Travel Agents; R Doli Hasibuan, Chairman of the Association of Indonesian Travel Agents, Riau Islands Province; and Nurul Huda Shamsuddin, Corporate Sales Manager of Batik Air.
