The 9th Penang International Travel Exchange (PITE) is scheduled for 27 to 29 October 2026 at the Penang Waterfront Convention Centre (PWCC). The event will bring together key figures from global travel trade and Malaysia’s tourism sector for three days of industry engagement in Penang.
Programme Structure and Activities
PITE 2026 will feature a programme split evenly between 1.5 days of structured business-to-business (B2B) meetings and 1.5 days of familiarisation activities highlighting Penang’s attractions. The activities aim to give visiting buyers a direct experience of the destination beyond the convention centre.
Expected Attendance and Industry Representation
The event anticipates hosting 100 buyers from various travel trade segments, including corporate,
incentive, and association sectors. Around 50 exhibitors from across Malaysia will showcase products and services representing the nation’s tourism ecosystem.
YB Wong Hon Wai, Penang State executive councillor for tourism and creative economy, noted that PITE has become a key platform for industry connection and cross-border business opportunities. He expressed satisfaction with the diversity of buyers attending from both established and emerging markets.
Beyond formal meetings, international buyers will have opportunities to explore Penang’s tourism offerings, including its cultural heritage and culinary experiences, enhancing their understanding of the destination’s appeal.
