Penang wants you to 'BElong'

Malaysia’s highly-anticipated reopening of international borders on April 1 will also ring in the launch of the BElong in Penang campaign by Penang Convention & Exhibition Bureau (PCEB).

The campaign seeks to instill optimism and enthusiasm in the Penang business events industry while also laying the groundwork for the continued funding of domestic hybrid events in the run-up to open borders, said Ashwin Gunasekeran, CEO of PCEB.

He added that the campaign sends a positive message that Penang is open for business starting 2022, and strengthens destination awareness and confidence in health and safety measures for corporate events. “By increasing RFPs and interest in future events to be held in Penang, we are potentially increasing job opportunities in the tourism, hospitality and business events industries in Penang,” said Ashwin.

Yeoh Soon Hin, Penang State Exco for Tourism and Creative Economy, who officiated the launch in Kuala Lumpur, said that in order to reclaim the trust of travellers, the state needs a strong framework of procedures to ensure the safety of visitors.

He believed the campaign would enhance the state’s vision of becoming a smart state while continuing to develop its digital economy through Penang2030. It would also entice more travellers and business event organisers to return to Penang and choose the state as their next preferred destination for future events, he added.

Penang has secured 28 hybrid domestic events this year, with an international in-person event sometime in August. Ashwin added that they are planning well into 2030 with many events locked up till 2026 and are optimistic about the outlook. He was previously reported as saying 11 events had already been secured for 2023.

With the upcoming Penang – Singapore Vaccinated Travel Lane on March 16, Ashwin said it bodes well for the state. The airlines involved would be Malaysia Airlines and AirAsia from Malaysia with Singapore Airlines and Scoot from Singapore.

Additionally, Ashwin shared that organisers have enjoyed incentive support for domestic events, and they will similarly be given support for international events now that borders will be reopened. Organisers may seek incentive support from both PCEB and Malaysia Convention & Exhibition Bureau.

On 24 February, the state also inked an MoU with Malaysia Aviation Group (MAG) to support and facilitate connectivity for business travellers and business events in Penang. MAG offers incentive packages to business events organisers and delegates across their airlines and non-airline businesses.