Penang: More than 6,000 Japanese tourists arrived directly in Penang by air or cruise between January and July this year, said State Tourism and Creative Economy Committee chairman Wong Hon Wai. He noted that this figure does not account for Japanese visitors entering Malaysia through Kuala Lumpur or other states before traveling to Penang via domestic flights or overland. Therefore, the actual number of Japanese tourists to Penang is significantly higher than the reported direct arrivals.

According to BERNAMA News Agency, Wong emphasized the importance of diversifying source markets to bolster the resilience and ensure the long-term sustainability of Penang's tourism industry. He highlighted Japan as a crucial market due to its high-spending and quality-conscious tourists, which the Penang State Government aims to develop further.

Wong explained that the state government has implemented various initiatives to penetrate the Japanese market, including the creation of Japanese-language tourism promotional materials through Penang Global Tourism (PGT). These materials, such as brochures and videos, offer Japanese visitors a direct and engaging understanding of Penang's attractions.

In 2025, the Penang State Government led a delegation to Japan, conducting roadshows in Tokyo and Osaka. These initiatives facilitated direct engagement with Japanese tourism industry players, strengthening industry linkages and establishing closer connections.

The state government is also collaborating with Japan Airlines (JAL) to enhance channels into Japan's outbound tourism market. This partnership aims to organize familiarization trips for Japanese tourism industry representatives to visit and experience Penang's tourism resources firsthand. The expectation is that these representatives will create tailored Penang travel packages for the Japanese market upon their return.

Wong mentioned ongoing discussions with airlines regarding the feasibility of establishing direct flights between Japan and Penang, initially through charter flights. This short-term initiative aims to meet seasonal demand and provide airlines the opportunity to test the market, laying the groundwork for more diverse and sustainable bilateral cooperation in the future.