Penang: The Japanese tourism market holds vast potential for Penang, with the state government intensifying efforts to position the state as a preferred destination for Japanese travellers.
According to BERNAMA News Agency, State Tourism and Creative Economy Committee chairman Wong Hon Wai stated that Japan currently ranks among the top 10 international arrival markets for Penang, with 9,753 Japanese visitors arriving via international direct flights between January and July this year. Wong, who recently led a state delegation to Tokyo, Japan for the ‘Not the Penang That You Know’ roadshow to promote Penang’s unique tourism offerings, noted that this figure represented a 25 per cent increase from 7,806 visitors during the same period in 2024.
Wong emphasized that this increase demonstrates a strong interest of the Japanese market in Penang tourism. He highlighted that the figure excludes visitors who transited via Kuala Lumpur or entered Penang by land after arriving in Malaysia, suggesting that the actual numbers could be even more significant. Furthermore, around 3,000 Japanese nationals currently reside or work in Penang, underscoring the immense potential of the Japanese market for Penang’s tourism sector.
Wong pointed out that Japan is a strategic market for Penang’s tourism sector, with Japanese travellers known for their high spending power. According to the Japan Tourist Bureau (JTB), the average overseas spending per Japanese outbound traveller in 2025 is projected at around RM9,056. With Japan’s population of about 123.8 million, including 14.17 million in Tokyo alone, the country presents a significant opportunity to attract more Japanese tourists to Penang.
He further elaborated that given the multiple connections between Penang and Japan in the areas of economy, education, and culture, Japan holds diverse tourism segments with significant untapped potential. Wong added that the ‘Not the Penang That You Know’ roadshow in Tokyo was the first such event since the COVID-19 pandemic, reaffirming the state government’s commitment to expanding into the Japanese market and showcasing Penang’s multifaceted appeal.
In addition to the roadshow, the delegation also visited the Japan Airlines (JAL) headquarters in Tokyo, where they held in-depth discussions to better understand the development, demand, and prospects of direct flight routes between Malaysia and Japan. The delegation included representatives from Tourism Malaysia, as well as Penang’s tourism industry players, including hoteliers, travel agencies, international schools, and Malaysia My Second Home (MM2H) agents.
Japan remains one of Penang’s top eight export destinations, with trade reaching RM14 billion in 2024 and already recording RM8.3 billion in the first seven months of 2025. Penang is also home to about 3,500 Japanese expatriates, investors, and retirees who have made the state their second home.