Building on last year’s success, what are your projections for 2025?
Last year, we hosted nearly 1,900 events and welcomed around 300,000 international delegates which was a growth of 200 per cent over 2023. These conferences were in sectors like semiconductors, engineering, science, and medical care, due to Penang’s strong manufacturing base.
This growth in 2024 can be attributed in part to increased venue availability, where several properties with meeting facilities opened last year, stimulating interest in hosting events.
The upcoming Penang Waterfront Convention Centre (PWCC), a purpose-built venue capable of hosting both exhibitions and conferences, is expected to further enhance Penang’s MICE appeal when it opens in the 4Q2025.
We anticipate a bumper year for 2025, driven by strengthened air connectivity within the Asia-Pacific region. Direct flights have increased from key markets like China, Indonesia, and Singapore, and we launched our first direct flights from India (Chennai to Penang) in November 2024. Flydubai recently became the first UAE airline to offer direct flights to Penang. We are also actively targeting Eastern European markets to further boost international inbound MICE demand.
As a result of these efforts, we project a 100 per cent increase in international business events delegates in 2025 compared to 2024.
You’ve been working for several years to secure direct air connectivity with India. Now that IndiGo has launched daily flights between Chennai and Penang, what kind of growth in demand from India do you anticipate?
We have been pursuing direct flights to India for nearly seven years. Previously, Indian MICE travellers had to transit in Singapore or Kuala Lumpur to reach Penang, hindering our ability to effectively tap into that market.
Now, with the launch of direct connectivity, we anticipate reaching a much wider audience, including conference organisers and incentive groups. Currently, India accounts for about 10 to 15 per cent of our international MICE arrivals. However, since the introduction of these direct flights, we have seen a surge in inquiries from the Indian market regarding hosting business events in Penang. We are also actively working to secure direct flights from additional Indian cities. By year’s end, we expect India to be among our top five source markets for international MICE arrivals.
Beyond your general outreach efforts, what specific strategies do you use to attract PCOs and event planners?
We maintain a regularly updated database of PCOs and PEOs, keeping them informed about our diverse business events facilities and experiences.
Our convention bureau distinguishes itself through tailored support models, moving beyond a one-size-fits-all approach. We offer customised solutions based on each group’s specific needs. For example, whether an organiser needs DMC support for a 100-person event or assistance with hosting dinners, we connect them with the appropriate resources. We are always available for consultation, providing a range of options and then analysing requirements to deliver the best possible support, even for groups as small as 20.
Furthermore, we regularly organise fam trips for PCOs from various international markets. Our signature event, the Penang International Travel Exchange (PITE), hosts approximately 200 international buyers, primarily meeting planners and PCOs. PITE includes B2B sessions and provides attendees with two days to experience Penang’s wide range of MICE-ready products and experiences.
