GEORGE TOWN, May 21 — Penang witnessed a remarkable 218.86% increase in tourist arrivals from China in 2024 compared to the previous year, underscoring China’s position as one of the state’s most vital international tourism markets.
State Tourism and Creative Economy Committee chairman Wong Hon Wai (DAP–Paya Terubong) said the surge reflects the success of targeted initiatives by the Penang government, including expanded direct air connectivity and robust digital marketing campaigns.
“International arrivals from China via Penang International Airport soared from 37,711 in 2023 to 120,245 in 2024,” he told the state assembly today, highlighting a dramatic rebound from the 5,918 arrivals recorded in 2022.
Wong attributed the growth to strategic efforts, notably introducing seven new direct flight routes from key Chinese cities to Penang between August 2023 and April 2025. Airlines involved include Xiamen Airlines, Juneyao Airlines, Shenzhen Airlines, Shanghai Airlines, AirAsia, Hong Kong Express, and Sichuan Airlines.
In addition, charter flights from China have been deployed to accommodate increasing demand.
“Promotional efforts have been wide-ranging,” Wong said. “We’ve participated in major travel fairs across China, launched campaigns on leading digital platforms, and partnered with online travel agencies and airlines to deliver attractive packages.”
To further boost visibility, the state also organised familiarisation trips for Chinese travel agents, media representatives, and influencers — spotlighting destinations such as George Town, Balik Pulau, Penang Hill, and Seberang Prai.
Wong said that the recognized Chinese social media site Xiaohongshu (Little Red Book), which features viral content of Penang’s famous street food, historical sites, and Instagrammable spots, was crucial in attracting younger Mandarin-speaking travellers.
He stated the state government’s resolve to support the travel industry and solidify Penang’s standing as a top global travel destination, especially for Chinese visitors.
“We will continue working to enhance Penang’s tourism offerings and ensure the state remains a top choice for global travellers,” he said.
