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CHINA represents a major inbound market as their nationals represent 50% of the new tourist arrivals in Penang.
Hence, the travel trade fraternity should tap the expanding scope of Chinese tourists, said state executive councillor for tourism, Wong Hon Wai.
Wong said that there now even more direct flights between the state and major China cities.
"But Penang is not a one-dimensional destination. We plan to reach out to other markets," said Wong at the annual networking dinner of the Penang chapter of the Malaysian Association of Travel and Tour Agents (MATTA).
Wong said that his office is actively pursuing more tourists from Japan, Korea and the neighbouring Asean regional countries.
He added that Penang's allure to tourists, particularly from China, is the combination of the western and Asian influences in the city.
Wong said that the state was boosting its connectivity besides its commitment to upgrade the infrastructure.
Meanwhile, MATTA president Nigel Wong said that the travel agents require "passion" in growing both the inbound and outbound markets.
With new challenges such as rapid digitalisation, Nigel said that the travel agencies need to place importance on customer satisfaction to stay competitive ahead of the automation services.
He also said that the need to locate new markets and products to ensure tourism remains sustainable and cost effective.
Penang MATTA chapter chairperson Carolyn Leong Mei Ching said that the travel community needs to band together to align to the trend of more people wanting to travel now. - January 31, 2026.