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Executive Summary 3 About Penang Tourism Master Plan

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Executive Summary 3 About Penang Tourism Master Plan CONTENTS Vision 2 About Penang Tourism Master Plan 4-6 Penang Tourism in Numbers 7 Challenges Facing Penang Tourism 8 Aligning with other Policies and Plans 9 Mitigating Disasters, Sustaining Future Tourism 10 Thrusts of Future Penang Tourism Growth 11 Thrusts and Sub-Thrusts 12 Thrust A: Diversification of Tourism Products 13-16 Thrust B: Positioning Penang as a Premier Destination 17-20 Thrust C: Ensuring Sustainable and Responsible Tourism 21-24 Thrust D: A Smart Tourism Destination 25-27 Number of Initiatives 28 Initiatives by Types and Prioritizations 29 Penang Key Tourism Corridors 2021-2030 30 Signature Projects 31-32 Positioning Penang 33 The Importance of Domestic Market 34 Sustaining Traditional Markets, Expanding into New Ones 35-38 Funding Models 39 Vision Penang as a premier, sustainable, diversified and smart tourism destination 2 Penang Tourism Master Plan 2021-2030 Executive Summary 3 About Penang Tourism Master Plan he Penang State Government, FGDs and town halls engage all state through PETACE (Penang State tourism sector stakeholders, namely TExco Office for Tourism and - the local governments, tourism Creative Economy), has taken the industry players, Non-Governmental initiative to formulate this Penang Organizations (NGOs), political Tourism Master Plan (PGTMP) to steer leaders, local councillors, students, the growth of the State’s tourism academicians, and community sector for the next nine years (2021- leaders. The FGDs and town hall 2030). This Master Plan sets goals for sessions deliberated on the central sustainable tourism development. issues and challenges facing the It strengthens Penang’s competitive Penang tourism sector, reviewed positioning as a premier destination the changing and future tourism by drawing up its strategies and trends, and proposed strategic initiatives in two phases, namely, initiatives to manage the issues Phase 1 (2021-2025) and Phase 2 and enhance the tourist experience (2026-2030). This Master Plan utilizes further when visiting this state. This holistic and integrated approaches, Penang Tourism Master Plan must be gathering inputs from multiple adopted by all relevant government sources, including reviews on reports departments and agencies as the and policies, site evaluations, in- strategic direction, and all initiatives depth interviews, meetings, and a agreed are being implemented series of Focus Group Discussions effectively to ensure that this Master (FGDs) and town hall sessions. The Plan achieves its targets and vision. 4 Penang Tourism Master Plan 2021-2030 The Project Approach ae Assessment Turim arket ayi eta ayi icy verace 1 Identification of Issues & Trends Review of Tourism Market Performance Primary Data Turim ruct emet Collection terviews Fcu ru icui Surveys Situational Analysis ae ecmarki ayi & Synthesis a ayi Pea urim rum Vaue riti ayi 2 Cmetitivee ayi Envisioning Tourism Master Plan ae memetati Siature rut Evauati 3 a Prect Strateie Cmmuicati a Penang Tourism Master Plan (2021-2030) Town Hall Meeting Mid-Term Assessment (2025) Executive Summary 5 FGD1 FGD2 FGD3 FGD4 Identification Identification Identification Formulating of Tourism of Tourism of Thrusts, Strategies, and Issues and Issues and Strategies, and Signature Challenges Challenges Signature Projects Projects Participants: Participants: Participants: Participants: Pea urim vermet itica Leaers itica Leaers ayers ity Cucirs Seera erai ity mmuitie ucirs Number of Participants: Number of Participants: ca Cmmuity ee Number of Participants: ee Pea urim ee ayers Number of Participants: ee 6 Penang Tourism Master Plan 2021-2030 Penang Tourism in Numbers 9.48 million* *Number of tourists in 2019 staying at hotels and other forms of tourist accommodations *52% International, 48% Domestic visitors Top 4 Main Purposes 77.2 Locals Average Stays RM1189 20.3 Internationals International of Visit Average expenditure Markets 6 days (International) 63% leisure per international tourist are Indonesia, Singapore, 4 days (Domestic) 19.3% culture & heritage in Penang repeat visitors China, India 19,753 hotel rooms, Over 375k with 6.39 million guests*. 2733 8.34 million 41 medical tourists sought treatments Average occupancy for events held in 2018, passengers passed through cruise ships and 157 transit at Penang hospitals in 2018. beach hotels: involving 327,627 delegates. Penang International Airport* cruises docked in Penang* 65.1 *2019 Top 4 Penang Tourism Images Lca Wrld uticutura Say 39.5% Cuiie 33.7% eritae Site 7.6% Sciety 4.5% eache Source: Penang Tourism Survey (2019). Executive Summary 7 Challenges Facing Penang Tourism hile the State is trying its overcome. These are some critical best to develop the tourism issues and challenges discussed and Wsector sustainably, there agreed upon during the Focus Group are many challenges that it has to Discussions and interviews. The ee r Innovation Congestions State of mrovemet Turim Product urim at urit Cleanliness at i urim Variations Pruct St Turit ite Infrastructure Increased Turim Gentrification The Shift Low Affordable Competition Crisis er urit Turit Peag frm eia Preparedness ity Sace Yield etiati terate Imbalance in aig Lac Ercemet Turit Concentration Turit Reliable Laws & Information Hub Turit ttracti Demography Data Regulations Challenges Facing Penang Tourism 8 Penang Tourism Master Plan 2021-2030 Aligning with other Policies and Plans his Master Plan considers key aligned. This Master Plan also reviews elements of other related strategies undertaken by selected Tpolicies and plans to ensure that countries such as Japan, Korea, China, all strategies, thrusts, and initiatives Spain, Australia, Thailand, the USA, identified by the Master Plan are and Indonesia. Responsible Consumption Practice Sustainable & Production Sustainable & Cities & Responsible Communities Tourism Quality Education Partnership for the Goals Upskill Human Capital Empower People to Invest in the Built Strenghten Civic Environment to Participation Improve Resilience Enhance S Demand L Sophistication Inclusive A Infrastructure and Comprehensive O Y Connectivity G C Sustainable, I Eco-Friendly and Resilient T L Development Creative and N O Innovative G Human Capital IONIN PENA E P IT D N Create A Variety S MIER ESTIN G O RE AT A of Quality Tourism P P IO S Products M A A N N E M D Aligning the N Thrusts P 0 R S S F U E T Decent Work O O S I R 3 C & Economic P N 0 I U L N Growth O with and O D Major Plans R I G 0 N 3 O Manage E T S S R A Good U I U P 2 B V C Governance I 0 S L F Policies T M E I E O A S S 2 I G T I N R R T O D A E U U V R B I O N P L T L D E I Strength S E M Governance L P A Capacity A B N N N A S E O R N Competitive Economy, I I High Value and P T Global Classification A A T S N U S Increase Create Special Liveability to Enhance Quality Tourism Investment of life Zones Industry, Innovation & Infrastructure Embrace Smart Tourism Executive Summary 9 Mitigating Disasters, Sustaining Future Tourism he Penang state started the ‘Penang Lawan Covid-19’ campaign even before Tthe federal government announced the first MCO. The Crisis Preparedness and Response Centre had been set up and used social media platforms to disseminate the latest information about Covid-19. The State had also introduced various financial supports to assist the affected tourism industries. It had initiated the Tourism Recovery Action Plan (TRAP) to mitigate the pandemic’s impacts through several strategies under Penang’s positioning theme: a safe destination. PHASE IMPACT MITIGATION Support & Sustain ACCELERATE RECOVERY Penang: A PENANG: A SAFE CRISIS MANAGEMENT PHASE Strengthen & Adapt Responsible SUSTAINABILITY DESTINATION Destination ECONOMIC RECOVERY BUILD RESILIENCE PHASE Rebuild & Rebound Phases of Covid-19 Crisis Management 10 Penang Tourism Master Plan 2021-2030 Thrusts of Future Penang Tourism Growth he key elements of this Master They are (A) Diversification of tourism Plan are the clusters of thrusts, products, (B) Positioning Penang as Tsub-thrusts, and strategies a premier destination, (C) Ensuring developed by all Penang tourism sustainable and responsible tourism, stakeholders based on future trends, and (D) A smart tourism destination. need analysis, challenges, and issues These thrusts are supported by facing Penang tourism. This Master 11 sub-thrusts, consisting of 84 Plan has four main thrusts of future initiatives and 13 signature projects. tourism development for Penang. AirAsia and Penang Global Tourism launched a new collaboration that offers more travel options and value added services to domestic tourists visiting Penang Executive Summary 11 Thrusts and Sub-Thrusts A B C D DIVERSIFICATION POSITIONING ENSURING A SMART S PE S SSTE TS PEE PRODUCTS ESTINATION ESSE ESTINATION TS THRUSTS A1 B1 C1 D1 Promote Strengthen Enhancement Adoption of New Alternative International of Creative Technology in Tourism inkages Economy Tourism 40 Ecosystem A2 B2 C2 D2 Value Add Branding, Nature-Based Integrated Existing Marketing, and Tourism Destination Products Promoting Penang Management THRUSTS S A3 B3 C3 Product igh Authenticity Innovation ield in eritage, Arts, Tourism and Culture 12 Penang Tourism Master Plan 2021-2030 The ESCAPE Theme Park THRUST A: DIVERSIFICATION OF TOURISM PRODUCTS Sub-Thrusts (A-1) Promote Alternative Tourism (A-2) Value Add Existing Products (A-3) Product Innovation 25 Initiatives Executive Summary 13 Sub-Thrust A-1: Promote Alternative Tourism enang has a variety of unique Strategies alternative tourism products or } Create a variety of tourism
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