19-05-2025
China proves key market for Penang as tourist visits surge in 2024, says govt rep
GEORGE TOWN: The Penang International Airport (PIA) saw a remarkable surge in Chinese tourist arrivals, with a staggering 218.86% increase in 2024 compared to the previous year, solidifying China's position as a key foreign market for the state.
State tourism and creative economy committee chairman Wong Hon Wai, said the number of Chinese tourists arriving through international arrivals at Penang International Airport was 5,918 in 2022, 37,711 in 2023, and 120,245 in 2024.
"This increase proves that China continues to be one of the main foreign markets for Penang," he said during the state assembly sitting on Monday (May 19).
Wong (PH-Paya Terubong) said the state government, through its agencies, continuously strives to explore the tourism market in China through various measures, including the strengthening of direct air access through strategic collaborations with airlines to increase direct flights from China to Penang.
He said currently there were direct flights from four of the five busiest airports in China to Penang, namely from Shanghai, Guangzhou, Shenzhen and Chengdu.
He said that between August 2023 and April this year, seven new flights have been launched from cities in China to PIA.
These include services by Xiamen Airlines, Juneyao Airlines, Shenzhen Airlines, Shanghai Airlines, AirAsia, Hong Kong Express, and Sichuan Airlines.
He added that several chartered flights from China were also arranged to meet increasing demand.
He also said this proves that China continues to be a primary tourism market for the state.
He said the state government was also carrying out aggressive marketing campaigns on social media platforms and tourism websites.
"This includes participation in tourism exhibitions in China to build tourism trade networks.
"In addition, efforts are also made to advertise on online platforms popular among Chinese tourists.
He said the state government also collaborated with China's Online Travel Agencies (OTAs) and airlines, aiming to offer attractive travel packages and facilitate access to tourism sites on offer.
He said familiarisation trips are being organised for travel agents, media, and influencers from China.
"This programme is conducted to introduce firsthand experiences in George Town, Penang Hill, Balik Pulau, Seberang Perai, as well as other gastronomic attractions," he said.
He added social media platform Xiaohongshu (also known as Little Red Book) is increasingly important in tourism promotion strategies, especially to attract tourists from China and the Mandarin-speaking community.
Penang tourism is also actively promoted on Xiaohongshu. Numerous content about Penang, such as street food, heritage architecture, picturesque spots, and local culture, have been shared by users and influencers on the platform.
