'Not The Penang You Know' Campaign Targets Global Markets To Boost Tourism, Economy

GEORGE TOWN, Jan 8 (Bernama) -- Penang, through Penang Global Tourism (PGT), is actively promoting the state to further strengthen the tourism industry through the ‘Not the Penang You Know’ campaign.

State Tourism and Creative Economy Committee chairman Wong Hon Wai said the campaign, launched Monday in Kuala Lumpur, reflects Penang's transformation into a sustainable, innovative and diverse destination.

He said that it sets a new benchmark for the tourism sector in Southeast Asia, further enhancing its international appeal. This is a crucial step in line with Malaysia's ASEAN Chairmanship in 2025, positioning Penang, in particular, as a top choice destination for tourists.

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"This campaign breathes new life into and diversifies tourism perceptions by highlighting lesser-known attractions in Penang, as well as niche markets such as medical, educational, wedding and cruise tourism.

"We also want to introduce Penang as a dynamic destination that combines tradition with innovation, while also emphasising eco-friendly practices across all sectors, ultimately making the state a prime destination not only for tourism but also as an investment hub and world-class innovation centre," he told Bernama.

Wong said that in addition to the Southeast Asian market, the campaign is also expanded to target markets in Asia, the Middle East and Europe, with the main focus being to improve connectivity through new flight routes and strategic partnerships.

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He said the campaign, which will run until next year, is expected to make a significant contribution to Penang and Malaysia's tourism revenue, with a target of 35.6 million tourist arrivals nationwide by 2026 and a projected tourism revenue of RM147.1 billion.

Wong said Penang offers several new attractions, including the world's first bioluminescent garden at Entopia Penang Butterfly Farm, Penang River Cruise, Penang History Museum, as well as the Penang Waterfront Convention Centre (PWCC), which includes a 7060.6 square metres exhibition hall with world-class facilities expected to be completed in the second quarter of this year.

"We also have the Penang Hill Cable Car project, which has already begun and is expected to be completed in the third quarter of 2026. The Chap Goh Meh Festival, George Town Festival, Penang International Food Festival, Bon Odori Festival, Penang International Dragon Boat Regatta, Penang Hill Festival and George Town Literary Festival are all part of the spotlight for arts and culture,” he said.

On the hospitality front, he said 15 new hotels, including luxury and eco-friendly categories, will open by 2026.

From an economic perspective, Wong noted that the 'Not the Penang You Know' campaign is expected to stimulate investment by making the state a strategic hub for the ASEAN market with its growing infrastructure and skilled workforce, as well as opening up significant economic opportunities through the rapidly expanding technology, creative, and manufacturing industries.

 Penang could also become a world-class MICE (Meetings, Incentives, Conferences and Exhibitions) destination with its modern facilities and attractive cultural offerings for delegations, he added. 

-- BERNAMA