micebook’s head of sales, Cara Evans, headed to Malaysia for the Penang International Travel Exchange, ready to explore what makes the destination a rising star for events…
Upon landing at Penang International Airport, I was greeted by a sign reading “Pearl of the Orient.” As I ventured into this vibrant Malaysian state, it quickly became clear why it carries such a title. With its rich heritage, multicultural energy, and exceptional culinary scene, Penang truly lives up to its reputation – and the eighth edition of the Penang International Travel Exchange (PITE) offered the perfect opportunity to experience it first-hand.
After a seamless connecting flight with the world-class Singapore Airlines, and a brief stop in Singapore before the final hour’s journey to Penang, we arrived to find a destination full of momentum – with major infrastructure expansions and a new light rail transit system already underway. Our base for the trip was the Olive Tree Hotel, a contemporary and eco-conscious property nestled in the industrial and corporate heart of Penang. Renowned for its Green Building Index certification, the hotel sits opposite the Setia SPICE complex, encompassing the Aquatic Centre, Arena, and Convention Centre – and conveniently just a 10-minute drive (5 km) from Penang International Airport.
The welcome ceremony took place within the impressive Setia SPICE Convention Centre, a versatile venue completed in 1986 that features both sports and indoor arenas capable of hosting over 18,000 delegates. Its sustainable rooftop terrace, designed to generate renewable energy, was inspired by the Louvre in Paris – an architectural nod that reflects Penang’s balance of modernity and heritage. The official opening was led by ‘Ashwin Gunasekeran’, Chief Executive Officer of the Penang Convention Bureau, whose inspiring address celebrated Penang’s global recognition including being named by “Lonely Planet as one of the seven best destinations to visit in Southeast Asia”. His speech underscored Penang’s commitment to the MICE industry and its capital, George Town, a UNESCO World Heritage Site celebrated for its cultural depth and architectural charm.
As the ceremony concluded, we were treated to a spectacular showcase of Malaysia’s vibrant traditions, with colourful costumes, rhythmic music, and captivating Malay dance performances that left every guest completely spellbound. It was a fitting introduction to a destination that thrives on creativity, connection, and culture.
Exploring the Spirit of Penang
The following days were filled with exploration, discovery, and authentic encounters designed to showcase Penang’s MICE credentials alongside its culture. From brand-new hotels like Holiday Inn & Suites Penang Prai by IHG and MSocial – with more on the way, including Hyatts and Hard Rocks – to world-class venues such as PWWC (Penang Waterfront Convention Centre) and PICCA at Butterworth Arena, Penang masterfully blends heritage and modernity, a juxtaposition that sets it apart in the region.
Our journey across the island began in the tranquil ‘theme park’ of Kampung Agong, an idyllic team building site where time seems to slow and the rhythm of rural life hums gently in the background. From there, we rose above the treetops aboard the funicular railway to Penang Hill, where the elegant Edgecliff Gallery designed by the Scottish architect J.C. Miller as a private bungalow was hidden, framed by cool mountain air and sweeping views of the city below.
A guided walk through The Habitat and its conservational surroundings, immersed us in the sounds and healing properties of the rainforest – the chatter of birds, the infamous soap plant (that does indeed wash your hands!), whisper of leaves, and the scent of damp earth. Further afield, Penang’s spiritual heart revealed itself at Kek Lok Si Temple, a dazzling sanctuary of colour and calm, while the coastline beckoned at Batu Ferringhi, its golden sands kissed by the setting sun. Nature’s artistry continued at the Entopia Butterfly Farm where we learnt more about the conservation projects and tasted some of where our own spices originate in the Tropical Spice Garden; where every flutter and fragrance told a story of balance and beauty.
But it was George Town that truly stole our hearts. A UNESCO World Heritage Site since 2008, the city is a kaleidoscope of history and culture. We wandered through narrow streets lined with colonial shophouses, their walls adorned with vibrant murals and followed the aroma of sizzling satay and freshly baked pastries to bustling food stalls. A bus ride revealed the island’s rhythm – unhurried yet full of life – gliding past Chinese temples, Indian shrines, and British-era mansions that stand as a testament to Penang’s harmonious diversity. Each moment felt like a chapter in a story – one written in spice, sunlight, and the smiles of those who call Penang home.
Lunches were, unsurprisingly, a sensory celebration – Penang’s reputation as Malaysia’s culinary capital is well-deserved. Whether it was a traditional hawker stall serving char kway teow, or the beautiful restaurant overlooking the city in Penang Hill’s ‘Kota’, each meal was an experience in itself. The local tagline “Penang – a place where you eat to live and live to eat” felt especially apt.
Business Meets Culture
At the heart of the trip lay the Penang International Travel Exchange (PITE) – a vibrant showcase where business met culture in perfect harmony. Designed to connect international buyers with Malaysian suppliers across the MICE and leisure sectors, the event transformed the Setia SPICE Convention Centre into a hive of opportunity and exchange.
The exhibition floor buzzed with energy. Representatives from leading hotel groups, destination management companies, new event venues, and tech innovators filled the space with conversations and connections. Meticulously organised B2B meetings ensured that every buyer could experience the full breadth of Penang’s offerings – from its cutting-edge infrastructure to its unmistakable charm. What set Penang apart was clear: accessibility, affordability, and authenticity. The island offers a culturally rich and relaxed alternative to Asia’s larger business hubs, without ever compromising on quality. Its blend of efficiency and personality makes it a destination where deals can be made by day and culture savoured by night.
And the evenings were just as memorable. Delegates were treated to dinner at the Holiday Inn & Suites Penang Prai on the first day, followed by the lively Penang Street Food Festival that I ventured into on my free evening on the second, and, where a kaleidoscope of flavours filled the air beneath strings of glowing lights. The trip culminated in a gala dinner at Fort Cornwallis, one of George Town’s most elegant colonial landmarks – a fitting finale that perfectly encapsulated Penang’s enduring balance between tradition and innovation. Penang proved that in this corner of Malaysia, business isn’t just about meetings, it’s about meaningful connections, cultural discovery, and the kind of hospitality that lingers long after the last handshake.
Looking Ahead: Penang’s MICE Potential
Penang’s development as a MICE destination is strategic and forward-thinking. With government investment in infrastructure, expansion of Penang International Airport, and the creation of new hotels and venues, the island is positioning itself as a key player in the Asia-Pacific meetings landscape. What truly sets Penang apart, however, is its sense of place. It’s not just another meeting destination – it’s a story, a culture, and a connection waiting to be shared. For UK buyers seeking something distinctive yet accessible, Penang offers world-class facilities wrapped in warmth, colour, and authenticity. As our FAM journey came to an end, it was easy to understand why Penang is known as The Pearl of the Orient. Like a pearl, it shines with understated elegance – a gem of Malaysia that continues to reveal new layers with every visit.