Penang appoints Alfa to step up business events from India

Propelled by extremely strong demand for business events from India, the Penang Convention & Exhibition Bureau (PCEB) has appointed Alfa Destination Marketing as its representatives in India to manage travel trade strategy, public relations and industry alignment across both countries.

India has proven to be a strong market for Penang and is one of the top five markets for business events in Penang. In 2018, Penang has received encouraging interest from event planners and conference organisers. In 2017, 13 per cent of business events of Asia Pacific origin was from India, contributing RM190 million or US$46 million. In 2018, Penang’s largest business event, V-CON, attracted 16,000 delegates from around the world and 80 per cent of their delegates were from India. The number of Indian travellers flying in to Penang has also increased in recent years. The Penang Immigration Department reported a 10 per cent increase in visitors from India despite the lack of direct flights. Most visitors transited Kuala Lumpur to reach Penang.

The ‘Experiences Unfiltered’ campaign of PCEB through cooperative strategies with key wholesale, airline and trade partners, as well as increase of awareness with key media stakeholders in India is targeted. PCEB expects this will increase the length of stay and contribute to grow the number of Indian visitors to Penang.

With an estimated RM685 million in development revenue in 2018 and more than 700 hotel rooms in the pipeline, Indian visitors will find many new experiences to look forward to.

“We are continuing our marketing and promotional efforts in India and its subcontinent markets. We look forward to welcoming more businesses from this segment to Penang,” said Ashwin Gunasekeran, ceo of PCEB.