GEORGE TOWN, May 7 – Penang is expanding its iconic durian tourism campaign to new international markets including India, Australia, Europe, and the Middle East, aiming to attract more visitors during the state’s peak durian season from May to August.
State Tourism and Creative Economy Committee chairman Wong Hon Wai said the expansion is part of Penang’s strategy to diversify tourist arrivals beyond traditional markets such as China, Hong Kong, and ASEAN countries.
“With direct flights now connecting Penang to India and parts of the Middle East, we are stepping up our promotional efforts in these regions,” said Wong. “Tourists from these areas enjoy the unique taste of durian and prefer orchard-based experiences, which offer both atmosphere and great photo opportunities.”
Wong made the announcement during the launch of the annual Penang Durian Promotion, held in collaboration with the Penang Fruit Growers Association.
To support the initiative, the state has introduced new brochures available at Penang International Airport, designed to educate international tourists on durian varieties, orchard locations, and tasting etiquette.
Durian hotspots like Balik Pulau, Teluk Bahang, Bukit Mertajam, Sungai Bakap, and Seberang Perai are expected to see an uptick in visitors, with many orchards preparing curated experiences for tourists.
“This year, although the durian harvest may be slightly lower due to frequent rain, we are working to keep prices affordable and ensure a quality experience,” Wong added.
In support of the campaign, the Malaysian Association of Hotels (Penang Chapter) is also rolling out open-air durian tasting sessions at various hotels, including beachfront and poolside locations.
“Hotels are working directly with orchard owners to offer tasting packages ranging from RM80 to RM100 per person,” said association chairman Datuk Tony Goh. “These packages offer a seamless, authentic durian experience without leaving the comfort of the hotel grounds.”
He noted that hotel bookings typically rise by 40% to 50% during peak durian months, especially among travelers from China, Singapore, and Indonesia. With Penang now looking to India and the Middle East, that surge could grow even further.
As Penang positions itself as Southeast Asia’s top durian destination, the 2025 season promises not only strong demand but also broader cultural exchange and tourism growth driven by one of Malaysia’s most iconic fruits.
