VM2026: PENANG TO BOOST BUSINESS TOURISM VIA INSPIRING MEETINGS CAMPAIGN - EXCO

GEORGE TOWN, Nov 24 (Bernama) -- Penang is intensifying its promotional efforts ahead of Visit Malaysia 2026 (VM2026) with the launch of the ‘Penang Inspiring Meetings x Visit Malaysia 2026' campaign, aimed at strengthening the state's position as a premier destination for meetings, incentives, conventions and exhibitions (MICE) tourism.

State Tourism and Creative Economy Committee chairman Wong Hong Wai said the initiative by the Penang Convention and Exhibition Bureau (PCEB) is designed to draw more large-scale meetings and exhibitions, generating wider economic spillover across the hospitality, creative and services sectors.

“VM2026 is more than a tourism campaign, it is a national effort to showcase Malaysia’s diverse cultures, rich heritage and modern infrastructure to the world.

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“For Penang, it is an opportunity to further enhance our position as a preferred destination for both leisure and business travellers,” he said at the launching ceremony of ‘Penang Inspiring Meetings x Visit Malaysia 2026’ campaign at the Penang Waterfront Convention Centre (PWCC) here, today.

Also present were Deputy Penang Chief Minister II Jagdeep Singh Deo, PCEB chief executive officer Ashwin Gunasekeran and Ministry of Tourism, Arts and Culture (MOTAC) state branch director Dr Annuar Mohamed.

Wong said the opening of the PWCC marks a significant milestone for the state’s MICE sector, positioning the state to host larger international events and attract more global organisers.

He noted that Penang secured 2,059 business events in 2024, contributing an estimated RM1.29 billion in economic impact. The state continues to perform strongly this year, having hosted 1,202 business events as of October, generating an estimated RM814 million.

With the launch of the ‘Penang Inspiring Meetings x Visit Malaysia 2026’ campaign, Wong said the initiative is expected to elevate Penang’s international standing, draw more conferences and exhibitions to PWCC, and further stimulate the broader tourism and creative economy, including hospitality, transportation, gastronomy, culture and creative services.

Meanwhile, Ashwin said the campaign underscores Penang’s readiness to welcome global delegates and elevate its status as a premier MICE destination committed to meaningful connections and sustainable development.

Looking ahead to 2026, he said PCEB will widen its support to include emerging sectors, fostering diverse, high-impact business events that align with Penang’s vision for sustainable and inclusive growth.

“This includes enhanced mechanisms for meetings, conferences and exhibitions that promote innovation, knowledge exchange and social responsibility,” he said.

Themed ‘Malaysia Truly Asia’ and ‘Surreal Experiences’, VM2026 aims to invite the world to explore the true soul of Malaysia through its unique culture and natural beauty.

-- BERNAMA