Penang rolled out the welcome mat for 48 travel industry representatives from Shenzhen and the Greater Bay Area, hosting them on a five-day familiarisation trip from 15 to 19 June 2026. The visit, organised as part of Penang’s push to expand its footprint in South China, saw the delegation explore the state’s attractions, heritage sites, food scene, hotels and a range of tourism experiences.
Penang State Executive Councillor for Tourism and Creative Economy Wong Hon Wai framed the timing as deliberate. China’s National Day Golden Week, running 1 to 7 October, brings a wave of outbound travel every year. Getting South China’s travel trade on the ground in Penang months ahead gives them time to build itineraries and package deals around what they have seen firsthand.
“Throughout the five-day programme, the travel industry representatives from Shenzhen and the Greater Bay Area experienced Penang’s popular attractions, distinctive cultural heritage, renowned culinary offerings, accommodation facilities and various tourism experiences, allowing them to gain a comprehensive understanding of Penang’s unique strengths as an international tourism destination,” Wong said.
The delegation’s itinerary took in George Town’s UNESCO World Heritage streets, coastal spots like Gurney Drive and Batu Ferringhi, and the kind of hawker centres and kopitiam culture that keep Penang’s food reputation alive. The idea was straightforward: let the people who sell holidays to Chinese tourists experience what Penang offers, so they can pitch it accurately when they get back to their agencies.
Wong noted that the familiarisation trip serves a dual purpose. Beyond showcasing the product, it builds relationships with tour operators who influence how Penang is positioned in the South China market.
“Therefore, welcoming a delegation of travel industry representatives from Shenzhen and the Greater Bay Area at this crucial juncture is most timely,” he said.
For Penang’s tourism sector, the China market represents both opportunity and competition. Thailand, Vietnam and Singapore all court the same outbound Chinese travellers aggressively. What Penang has is a density of culture, food and heritage within a compact geography, something that appeals to shorter holiday windows.
Wong said the programme would “lay a stronger foundation for them to develop more diverse and attractive Penang travel packages upon their return to China, as Penang actively prepares for the upcoming China Golden Week travel season.”
The trip feeds into a broader strategy of deepening Penang’s presence in China rather than treating it as a single large market. South China, with Shenzhen as its commercial hub, sits closest geographically and has strong air connectivity with Penang. Building ties with operators in this region is a practical move for visitor growth.
Wong expressed hope that the programme would encourage more Chinese tourism operators to include Penang in their future travel product planning and promotional initiatives. With Golden Week six weeks away, the groundwork laid during this visit could translate into tangible bookings before the end of the year.
