The Penang state government has launched its latest tourism initiative in Southern Thailand to deepen tourism and cultural ties with its Thai partners and promote Penang as a premier travel destination for travellers.
The campaign, known as “Not the Penang You Know”, was unveiled during the Experience Penang Networking Session held in Hatyai recently.
The networking event was organised by Penang Global Tourism (PGT) and brought together key Thai and Malaysian tourism stakeholders, including travel agents.
“This campaign is the first of its kind as we want to reconnect to our traditional market.
“We see the opportunity of MySawasdee Train service that is going to be launched later this year between Hatyai and Penang,” Penang’s tourism and creative economy committee chairman Wong Hon Wai said in a text reply.
The “Not the Penang You Know’ campaign invites travellers to discover lesser-known facets of the state, going beyond George Town’s heritage sites and famed street food to highlight new attractions and immersive experiences.
These include art spaces, wellness retreats, cycling holidays, and traditional crafts such as rattan weaving and Nyonya kebaya making.
Wong highlighted several new destinations, including the Bertam Resort and Water Park, recently recognised by the Malaysia Book of Records for having the biggest ensuite swimming pool in a resort, and Design Village, Malaysia’s largest outlet mall located on the mainland.
Another new highlight is the Penang History Gallery, which offers an engaging walk through Penang’s diverse historical narratives.
“Whether it’s your first visit or your tenth, Penang always has something new to offer,” said Wong.
The networking session saw participation from 24 Penang-based tourism operators, including hotels, travel agencies, colleges, and wedding planners, engaged in building partnerships and fostering cross-border collaboration.
“Tourism business is based on contacts and relationships. By cementing a good relationship between the state government and the commerce sector of Southern Thailand, tourism business will be driven forward,” said Wong.
On April 13, Keretapi Tanah Melayu Berhad (KTMB) announced that regular direct train service from Hatyai to Butterworth will begin operations in the third quarter of 2025, a move Wong anticipates will significantly boost cross-border tourist flows.
He said that Penang and Southern Thailand share more than just geographical proximity.
“We are close friends, economic partners, and neighbours, with shared cultural and tourism potential,” he said.
Wong added that Penang International Airport saw a 41% increase in Thai arrivals in 2024 compared to the previous year, making Thailand one of the top five source markets for inbound tourism to Penang.
This upward trend is supported by direct air connectivity, with 40 weekly flights between Penang and three Thai airports, including Bangkok and Phuket, he said.
In addition to air travel, road and rail links are also available, connecting Thai travellers to Penang.
“Ultimately, we hope that visitors to Hatyai will also extend their stay to include a trip to Penang, by road or railway,” he said.
Wong cited Tourism Malaysia, highlighting that of the 1.6 million Thai tourists entering Malaysia last year, 80% did so via land or train routes.
He also paid tribute to the shared historical and cultural heritage between Penang and Thailand and referenced landmarks such as Wat Chaiyamangkalaram and figures like Khaw Sim Bee Na Ranong, a Penang-born nobleman who played an important role in the development of Southern Thailand.
Wong also informed his counterparts that Penang is also promoting itself as an emerging hub for education and MICE (meetings, incentives, conferences, and exhibitions).
He said that regional institutions like Sentral College and IPK College are popular with students from Thailand.
Among those who attended the networking session were key figures from both countries’ tourism sectors, including Tourism Malaysia in Bangkok director Nurul Ain Mohammad Yunus; Malaysian Association of Hotels (Penang chapter) chairman Datuk Tony Goh; and Penang Global Tourism chief executive officer Ooi Chok Yan.
The Thai representatives included Songkhla MP Sarttra Sripan; Songkhla Provincial Administrative Organisation (PAO) advisor to the chief executive officer Dr Abdulroman Kayem; Songkhla Chamber of Commerce president Songpol Jangsiriwattanathamrong; Thai Travel Agents Association (Lower Southern Chapter) president Jirarak Padungpakdeewong; and Hotel Association president Sitthipong Sitthiphataraphabha.
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