The 9th Penang International Travel Exchange (PITE) is scheduled to take place from 27 to 29 October 2026 at the Penang Waterfront Convention Centre (PWCC) in Penang, Malaysia. The event will run for three days and gather global travel trade professionals alongside Malaysia’s tourism industry.
Event Structure Combines B2B Meetings and Familiarisation Activities
PITE 2026’s programme includes 1.5 days of structured business-to-business (B2B) appointments followed by 1.5 days dedicated to familiarisation activities around Penang. This setup allows participants to conduct meetings and then experience the destination’s offerings firsthand.
Confirmed Buyers and Expected Exhibitors Reflect Wide Industry Representation
The event has confirmed the attendance of 100 buyers representing diverse travel trade segments such as corporate, incentive, and association
buyers. Approximately 50 exhibitors from across Malaysia are expected to participate, representing a broad spectrum of the tourism ecosystem.
YB Wong Hon Wai, Penang State executive councillor for tourism and creative economy, stated, “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 the B2B sessions, PITE 2026 will offer international buyers direct exposure to Penang’s tourism products, cultural heritage, culinary experiences, and overall destination appeal, aiming to
enhance business collaborations and promote the region.
