PCEB CEO Ashwin Gunasekeran Shares Strategic Insights for PITE 2026

Mr. Ashwin Gunasekeran is a distinguished tourism and hospitality industry veteran with over twenty years of extensive leadership experience. As the Chief Executive Officer of the Penang Convention & Exhibition Bureau (PCEB)—the pioneering state convention bureau in Northern Malaysia—he has been fundamentally instrumental in driving the remarkable growth and international positioning of Penang as a premier destination for business events, corporate incentives, high-profile conferences, and exhibitions since the bureau’s inception. Under his visionary guidance and active leadership within regional bodies like ICCA, PCEB has successfully expanded direct international air connectivity, championed sustainable destination practices, and spearheaded critical resilience frameworks. His strategic foresight, robust global networks, and deep commitment to community stakeholder collaboration continue to elevate Penang’s profile on the global tourism stage, fostering enduring international partnerships across dynamic markets such as China and India while championing regional industry innovation and long-term economic sustainability across the state’s vibrant hospitality ecosystem.

Which new buyer markets and region-specific targets were prioritised for PITE 2026?

For PITE 2026, China and India are among our key priority markets, given their strong outbound travel potential, diverse market segments and growing connectivity with Penang through direct flights. We see opportunities to attract more travel agencies, tour operators and corporate travel planners from these markets, particularly those interested in leisure travel, incentive programmes and business events. By strengthening engagement with buyers from China and India, we aim to create more opportunities for local tourism stakeholders to establish partnerships and develop business with these markets.

How has PITE updated its B2B meetings to capture current trends like bleisure and eco-tourism?

PITE provides a platform for local tourism stakeholders to connect directly with international buyers and understand changing traveller preferences. Beyond traditional sightseeing, there is growing potential for travel experiences that combine business and leisure, as well as nature-based, cultural and community-focused tourism. By welcoming global exhibitors alongside local industry players, PITE also encourages the exchange of international expertise, tourism products and market insights. Through pre-scheduled B2B appointments, networking sessions and familiarisation tours, we aim to create opportunities for buyers and exhibitors to explore new partnerships and develop travel packages that respond to evolving trends such as bleisure, eco-tourism and experiential travel.

What discussions are underway with airlines to expand direct flight routes into Penang?

Penang continues to strengthen its international air connectivity through close engagement with airline partners to introduce new routes and expand access to key tourism markets. Recent developments include the launch of the direct Haikou–Penang route on 11 October 2026 and the upcoming Batam–Penang service by Batik Air, which is scheduled to commence on 18 October 2026. These new connections will create further opportunities to attract visitors from China and Indonesia, including leisure travellers and medical tourists. Penang is also strengthening its connectivity with India through the established direct Chennai–Penang route, which supports our efforts to tap into India’s growing tourism and business travel markets. Moving forward, we will continue exploring opportunities with airlines to broaden Penang’s international reach, strengthen existing routes and attract visitors from new markets.

How is Penang balancing increased international arrivals with UNESCO heritage site protection?

Penang’s tourism development must go hand in hand with the preservation of its cultural and natural heritage. George Town’s UNESCO World Heritage Site status and Penang Hill’s designation as a UNESCO Biosphere Reserve highlight the importance of protecting our historic environment, biodiversity and local communities. Through responsible tourism practices, heritage conservation, environmental awareness and community participation, Penang can encourage visitors to explore the destination in a more meaningful and sustainable way. PITE also provides a platform for tourism stakeholders to promote experiences that celebrate local culture and nature while supporting the long-term preservation of these assets.

What steps are being taken to help local small businesses and community operators benefit directly from PITE?

PITE connects local tourism businesses with qualified international buyers through scheduled B2B appointments, networking sessions and familiarisation tours. This creates opportunities for local travel agencies, accommodation providers, tour operators and experience providers to showcase their products, establish business relationships and explore potential partnerships with overseas markets. By bringing these stakeholders together, we aim to help local businesses gain greater market exposure and ensure that the economic benefits of tourism are shared more widely across Penang’s tourism ecosystem.

How is Penang leveraging new venue infrastructure to grow its profile as a regional MICE hub?

Penang continues to strengthen its position as a regional destination for meetings, incentives, conferences and exhibitions through its established convention facilities, expanding accommodation options and supporting tourism infrastructure. Venues such as Setia SPICE Convention Centre, Penang Waterfront Convention Centre and PICCA Convention Centre @ Butterworth Arena provide a strong foundation for hosting events of different sizes and requirements across the state. At PITE 2026, we are also introducing a new B2B exhibition segment to provide exhibitors with greater opportunities to showcase their products and services directly to international buyers. This initiative complements PITE’s existing business-matching sessions by creating additional opportunities for face-to-face engagement, product discovery and partnership development. Together, these efforts aim to strengthen Penang’s appeal as a regional business events destination and encourage international buyers to consider Penang for future conferences, exhibitions and corporate events.

How are local operators bundling Penang’s food, eco, and cultural assets into export-ready travel packages?

Penang’s strength lies in the variety of experiences it offers within one destination, from its renowned food heritage and historic George Town to its natural landscapes and community-based experiences. Local operators can combine these elements into itineraries tailored to different markets, travel durations and visitor interests. Through PITE’s B2B meetings and familiarisation tours, international buyers can experience Penang’s offerings firsthand, engage with local suppliers and explore opportunities to incorporate these experiences into their travel programmes for overseas customers. To further support this process, PITE also provides a platform for showcasing local tourism products through its industry directory and updated promotional materials, including refreshed product images. These resources help international buyers discover available experiences, assess potential partners and obtain a clearer understanding of what Penang has to offer, making it easier to develop attractive and market-ready travel packages for their respective markets.

What technology or digital tools were introduced this year to make buyer-seller meetings more efficient?

PITE 2026 introduced a business matchmaking app to help participants manage their B2B appointments more efficiently. Buyers and exhibitors can check their scheduled meetings and mark their attendance through the app, making it easier to keep track of appointments throughout the event. This digital tool supports a more organised meeting process, improves appointment tracking and allows participants to focus on building meaningful business connections.

What metrics are used to measure PITE’s long-term economic impact beyond the event dates?

Beyond the event dates, PITE’s success is measured not only by the number of buyers and exhibitors participating, but also by the business conversion and long-term value generated from the connections established. Our focus is on translating these connections into high-value, high-impact outcomes that benefit Penang’s tourism industry, attract new business opportunities and strengthen the state’s position as a competitive international destination. Ultimately, the long-term impact of PITE lies in its ability to turn business connections into tangible commercial opportunities, sustained industry growth and investment that contributes to Penang’s economy.

Looking toward PITE’s 10th edition next year, what is the long-term vision for expanding the event?

As PITE approaches its 10th edition in 2027, our vision is to further strengthen its position as an international platform for promoting Penang’s tourism and business events industries. We aim to expand international exhibitor participation, broaden our network of qualified buyers and explore new buyer segments with potential for Penang, including corporate travel planners, incentive organisers and specialised travel operators. By building stronger international partnerships and creating more targeted business-matching opportunities, we hope to generate greater commercial value for local industry players and position PITE for sustainable long-term growth.