Penang builds strategic connections that boost MICE appeal

PCEB and MAG sign MOU to facilitate business events and travel, driving momentum for its Belong in Penang campaign.

PCEB and MAG sign MoU to strengthen Penang's position as a well-connected MICE destination.
PCEB and MAG sign MoU to strengthen Penang's position as a well-connected MICE destination. Photo Credit: PCEB

Penang Convention & Exhibition Bureau (PCEB) and Malaysia Aviation Group (MAG) signed an MoU to facilitate connectivity to Penang, building its position as Malaysia’s second international hub.

The MoU was inked by the Chief Executive Officer of PCEB, Ashwin Gunasekeran, and Global Head of Sales for Malaysia Airlines, Roslan Ismail, and witnessed by the Chief Minister of Penang, Chow Kon Yeow, and Group Chief Executive Officer of MAG, Captain Izham Ismail.

With more direct flights to Penang, and value add services to business events organisers such as special airfares, this alliance will help to boost Penang’s economy and appeal as a MICE destination, according to Chief Minister Chow.

MAG provides valuable leverage via Malaysia Airlines and Firefly in expanding Penang’s air connections. Its presence in trade fairs and road shows, together with PCEB, will build a strong brand presence for the strategic collaboration.

Said MAG’s Captain Izham, “MAG will be offering exclusive incentive packages, where BE organisers and delegates will gain access to savings on activities across our airlines and non-airlines businesses."

PCEB CEO Ashwin Gunasekeran updated there are 28 hybrid conferences in Penang’s pipeline of events in 2022, as well as 11 for in 2023. He also emphasised the significance of the BElong in Penang campaign, which aims to instill hope and excitement in the Penang business events industry.

The campaign lays the groundwork for the state to continue supporting hybrid domestic events in the lead-up to the reopening of international borders and the return of international clients and events.