Penang Global Tourism unveiled an ambitious new campaign on the 6th January 2025 at the Imperial Lexis Kuala Lumpur, signalling a bold shift in the state’s tourism strategy. The “Not The Penang You Know” campaign, running from 2025 to 2026, aims to reshape visitor perceptions of the popular Malaysian destination.
“Penang is more than what meets the eye. It’s a chameleon—a destination that evolves, surprises, and delights every traveller with its many facets,” said YB Wong Hon Wai, Penang State EXCO for Tourism and Creative Economy, during his opening address. “Today, we are proud to showcase Penang beyond the familiar, with new attractions like the Penang Hill Cable Car, the world’s first biofluorescent garden at Entopia Penang Butterfly Farm, the upcoming Penang History Museum, Penang River Cruise and the stunning Ferringhi Bay.”
The launch event attracted more than 20 delegates from Penang’s tourism sector, including representatives from leading hotels such as The Prestige Hotel, Amari SPICE Penang, and Hard Rock Hotel Penang. Industry stakeholders participated in business networking sessions, exploring partnership opportunities to enhance Penang’s tourism offerings.
Recent accolades have strengthened Penang’s position as a premier destination. The Travel Ladies App ranked Penang as Malaysia’s safest destination for solo female travellers, awarding it a safety rating of 4.4 out of 5. Additionally, the recent UNESCO recognition of kebaya as an Intangible Cultural Heritage highlights Penang’s historical significance in preserving cultural traditions.
The state’s tourism infrastructure is undergoing significant expansion. The Penang Waterfront Convention Centre, featuring a 76,000-square-foot exhibition hall, is scheduled for completion in the second quarter of 2025. The highly anticipated Penang Hill Cable Car project will follow in the third quarter of 2026.
The hospitality sector is experiencing remarkable growth, with plans for over 15 new hotels by 2026. Notable openings in 2024 include the 343-room Crowne Plaza Penang Straits City, the 223-room Penang Marriott Hotel, and the 298-room Iconic Marjorie Hotel. Future developments include the Intercontinental Penang Resort in Teluk Bahang with 355 rooms and The Westin Penang offering 217 rooms.
Beyond traditional tourism, Penang is expanding its presence in specialised markets. The state has emerged as a leading medical tourism destination, recently welcoming the Northern Heart Hospital, the first cardiac and vascular specialist facility in Northern Peninsula Malaysia. The campaign also promotes Penang’s strengths in education tourism, wedding services, and MICE (Meetings, Incentives, Conferences, and Exhibitions) events.
Environmental sustainability features prominently in the campaign. Initiatives include comprehensive conservation management plans for the George Town UNESCO World Heritage Site and Penang Hill UNESCO Biosphere Reserve, eco-friendly transportation options, and community empowerment programs in areas like Balik Pulau.
The campaign aligns with Malaysia’s national tourism goals, targeting 35.6 million tourists by 2026 with projected revenue of RM147.1 billion. Marketing efforts will focus on Asia, the Middle East, and Europe, with plans to increase flight connectivity to these regions.
Cultural events remain a key attraction, with the campaign promoting festivals such as the George Town Festival, Penang International Food Festival, Bon Odori Festival, and George Town Literary Festival. These events showcase Penang’s diverse cultural heritage while emphasising sustainable practices and local community involvement.
Visitors interested in learning more about the campaign and Penang’s tourism offerings can visit www.mypenang.gov.my or penangtraveldeals.com.
