KUALA LUMPUR,15 SEPTEMBER 2026 – The ninth PITE will connect around 100 international travel buyers with 50 Malaysian tourism businesses through B2B meetings, networking and destination familiarisation experiences in Penang.
The Penang International Travel Exchange (PITE) 2026 is set to return from 27 to 29 October 2026, bringing together international travel buyers and Malaysia’s tourism industry for three days of business networking, B2B engagements and destination experiences in Penang.
Now in its ninth edition, PITE 2026 will be held at the Penang Waterfront Convention Centre (PWCC). The programme will combine 1.5 days of structured business-to-business appointments with another 1.5 days of familiarisation activities and networking opportunities across the state.
The event is designed to strengthen connections between Malaysian tourism suppliers and international travel trade decision-makers while creating opportunities for new partnerships and business leads.
Around 100 international buyers to attend
PITE 2026 is expected to welcome approximately 100 buyers from a broad range of travel trade segments, including corporate, incentive and association buyers.
The international buyer delegation will include representatives from China, India, Indonesia, Thailand, Vietnam, Singapore, Bangladesh, Australia, Romania and South Korea, alongside participants from other international markets.
The diverse representation reflects PITE’s objective of connecting Malaysian tourism businesses with decision-makers seeking new destinations, products and experiences for their respective clients and markets.
“PITE has evolved into an important platform for the tourism industry to connect, exchange ideas and create new business opportunities across borders. This year, we are particularly pleased to welcome a diverse group of buyers from both established and emerging markets, alongside Malaysian tourism industry players who are ready to showcase the breadth of products and experiences available across the country,” said YB Wong Hon Wai, Penang State Executive Councillor for Tourism and Creative Economy.
B2B meetings to create new tourism partnerships
The B2B component of PITE 2026 will provide buyers and exhibitors with dedicated opportunities to explore potential partnerships, develop new business leads and strengthen existing relationships.
Through pre-arranged business appointments, participants will be able to engage directly with tourism businesses and explore products suited to different international markets.
Approximately 50 exhibitors from across Malaysia are expected to take part, representing a broad spectrum of the tourism ecosystem.
These include hoteliers, destination management companies (DMCs), professional conference organisers (PCOs), attractions and other tourism-related businesses.
The range of participating businesses will give international buyers an opportunity to discover Malaysia’s tourism products as well as its business events and related offerings.
From business meetings to Penang experiences
Beyond the B2B sessions, PITE 2026 will take participants beyond the convention floor through a series of familiarisation trips across Penang.
The programme will give international buyers first-hand exposure to the state’s tourism products, hospitality offerings, cultural heritage and culinary experiences, while allowing them to experience Penang as a destination.
These familiarisation activities are intended to give buyers a deeper understanding of the products and experiences they can subsequently recommend and package for their respective markets.
By experiencing the destination directly, buyers can gain practical insight into Penang’s tourism offerings and identify opportunities that could appeal to travellers from their home markets.
International media to showcase Penang
PITE 2026 will also welcome approximately 10 international media representatives, who will have the opportunity to explore Penang and discover its latest tourism offerings.
Their participation is expected to support wider international destination awareness and provide additional exposure for Penang’s tourism industry.
The media programme complements PITE’s B2B focus by extending the event’s reach beyond travel trade participants and introducing Penang’s tourism experiences to international audiences.
Connecting Malaysia with global tourism markets
With its combination of business-to-business engagement, destination familiarisation and networking, PITE 2026 aims to create commercial opportunities that can extend beyond the three-day event.
As international travel continues to evolve, the travel exchange provides Malaysian tourism stakeholders with an opportunity to better understand changing market needs, strengthen international relationships and position their products to a wider network of global buyers.
For Penang, the event also provides a platform to showcase the state’s tourism, hospitality, cultural and culinary offerings while strengthening its connections with the international travel trade.
