PITE 2026 Expands International Reach, Opens B2B Segment To Global Exhibitors
GEORGE TOWN, Sept 15 (Bernama) -- The Penang International Travel Exchange (PITE) 2026 will expand its international reach by opening its business-to-business (B2B) segment to international exhibitors for the first time, creating new opportunities for tourism players to forge partnerships and tap into wider markets.
State Tourism and Creative Economy Committee chairman Wong Hon Wai said the ninth edition of PITE, scheduled from Oct 27 to 29 at the Penang Waterfront Convention Centre (PWCC), is expected to bring together about 100 buyers from 13 international markets and regions.
He said the participation of international exhibitors would allow tourism businesses from abroad to connect directly with buyers and industry players from Penang and Malaysia, while also facilitating access to the wider regional and international tourism market.
“This year’s edition will mark a new milestone with the B2B segment being opened to international exhibitors for the first time, creating opportunities for tourism businesses worldwide to connect with buyers and explore partnerships with Penang and Malaysian industry players,” he told a press conference at Komtar here today.
Wong said the buyer delegation would comprise representatives from markets including China, India, Indonesia, Thailand, Vietnam, Singapore, Bangladesh, Australia, Romania and South Korea, reflecting continued interest in Penang and Malaysia from both established and emerging markets.
He said about 50 exhibitors from across Malaysia, including hotels, destination management companies, professional conference organisers, attractions and other tourism service providers, were also expected to participate.
Wong said the three-day programme would also provide international buyers with first-hand exposure to Penang through familiarisation programmes covering the state’s heritage, culture, culinary offerings, attractions and hospitality.
“This first-hand experience is important because these buyers are in a position to influence future travel programmes, incentive itineraries, group visits and business opportunities in their respective markets,” he said.
He noted that the participation of corporate, incentive and association buyers could also generate opportunities for Penang’s business events sector, while allowing local tourism players to better understand the evolving needs of international markets through direct engagement.
Wong said Penang’s combination of business events infrastructure, heritage, food, creativity and diverse tourism experiences gave the state a distinctive advantage in offering visitors a more complete destination experience.
He also acknowledged ACE for organising PITE and the Penang Convention and Exhibition Bureau (PCEB) for supporting the initiative, together with industry partners involved in this year’s edition.
-- BERNAMA