The ongoing visa-free entry for Chinese tourists to Malaysia, introduced in December 2023, combined with a gradual improvement in air connectivity between Chinese cities and the Malaysian state of Penang, has led to a remarkable surge in Chinese arrivals.

Last year, Penang International Airport (PIA) recorded 120,245 Chinese tourist arrivals, the highest annual figure to date. This far surpassed the pre-pandemic total of 66,854 arrivals from China in 2019, showcasing Penang’s strong recovery and growing appeal.

With 50 weekly flights between Chinese cities and Penang, China leads as Penang’s top medium-haul source market. Arrivals are expected to continue to grow through 2025 and 2026, bolstered by federal and state government efforts to promote the Visit Malaysia 2026 campaign in China as well as to other main source markets.

According to Mint Leong, president of the Malaysian Inbound Tourism Association, Penang’s diverse offerings, coupled with the convenience of direct flights, make it an irresistible destination.

“The capital, George Town, a UNESCO World Heritage Site, is complemented by a vibrant arts and culture scene, stunning beaches, and natural attractions. Penang is also renowned for its street food and Michelin-starred restaurants,” she said.

Leong added that Penang continually rejuvenates itself with new attractions, thus ensuring something fresh for repeat visitors to discover.

She said: “Recent additions include Ferringhi Bay and the world’s first biofluorescent garden, Biofluorescent Odyssey in Entopia Penang. March will see two new attractions, Penang History Museum and Penang River Cruise. These new experiences make it easy to promote Penang as a standalone four- or five-day holiday destination for the Chinese leisure and bleisure segments.”

To further capitalise on the strength of the destination, Penang Global Tourism (PGT) is working to promote medical tourism and education tourism niches to the Chinese market.

PGT CEO, Ooi Chok Yan, highlighted Penang’s edge in attracting Chinese medical tourists.

“Medical treatments in Penang are significantly more affordable compared to similar treatments in China.

“Since 2023, we’ve actively promoted medical tourism in China, emphasising the cost advantages of cosmetic surgery, dental care, and health screenings. Our internationally accredited hospitals are equipped with state-of-the-art facilities and staffed by professionals fluent in Mandarin, Cantonese, and other Chinese dialects. This ensures smooth communication and provides cultural familiarity, easing patients’ anxieties.”

Education tourism is another niche that has gained traction among the Chinese. Ooi elaborated: “Chinese students often visit Penang for short English courses or school trips, while corporations send employees for basic English training. The combination of high-quality education, affordable living costs, and rich cultural experiences makes Penang an attractive choice for these programmes.”