The 9th edition of the Penang International Travel Exchange (PITE) 2026 is set for 27 to 29 October 2026 at the Penang Waterfront Convention Centre. The three-day event will bring together key global travel trade players and Malaysia’s tourism sector for a mix of business meetings and destination experiences.
Programme to Combine B2B Meetings and Familiarisation Activities
PITE 2026 will run 1.5 days of structured business-to-business (B2B) appointments, followed by 1.5 days of familiarisation activities throughout Penang. These sessions aim to facilitate direct engagement between buyers and local tourism providers.
Attendance Includes 100 Buyers and 50 Malaysian Exhibitors
The event anticipates approximately 100 buyers from diverse travel segments such as corporate, incentive, and association travel. About
50 exhibitors representing various sectors of Malaysia’s tourism ecosystem are expected to showcase their offerings.
YB Wong Hon Wai, Penang State executive councillor for tourism and creative economy, stated that PITE has become a vital platform for cross-border tourism business connections. He added, “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.”
In the latter half of the event, international buyers will experience Penang’s tourism products firsthand, including
cultural heritage and culinary offerings designed to highlight the destination’s appeal.
