Penang BElong Campaign Aims to Instil Optimism in Penang's Events Industry

During the Meetings Show London in June, Penang Convention and Exhibition Bureau (PCEB) launched a new campaign – BElong.

Yeoh Soon Hin, Penang State Exco for Tourism and Creative Economy initiated the first ‘responsible tourism’ stats campaign in 2020 during the pandemic, which actively engaged with local MICE partners to help control the spread of COVID-19. It is the very first standard operation procedure (SOP) that ensures visitor’s safety while visiting Penang. 

“The resumption of cross-border travel has undoubtedly been aiding the economic recovery while also reinforcing the start’s viability and efficiency in the face of an ever-changing global scene. Business travel is an important asset of Penang and we must ensure that our cleanliness and hygiene are not compromised in face-to-face activities. The reopening of international borders will revitalise the tourism industry and transform it into a thriving economic sector. It will definitely resurrect other enterprises in the industry, as well as provide new business opportunities,” said Yeoh. 

The BElong campaign’s concept revolves around three key messages: uncompromising hospitality at the heart of business events; making Penang ready to welcome tourists, event organisers and delegates; and finally, putting in place all requisite safety and hygiene measures. 

Ashwin Gunasekeran, CEO of PCEB (top photo with the minister) has revealed the meaning of the first two letters of the campaign – BE – which associates with business events, employing the term ‘belong’, which generally signifies having an affinity for a specific place or situation, such as a sense of belonging. “The campaign’s goals include sending a positive message that Penang is a healthy and safe place for business, as well as maintaining destination awareness and restoring the confidence in health and safety measures for events. It aims to increase RFPs and interest in future events coming to Penang. Last but not least, potentially increasing job opportunities in the tourism and hospitality sector in Penang,” concluded Ashwin. 

Referencing the sustainability actions in Penang, Yeoh shared some information about Penang Green Council, which is mandated by the State Government to invest in vigilant green efforts. Their initiatives unite Penangites in realising the green vision, Penang Green Agenda, as the central hub harnessing green technology and supporting holistic green initiatives to achieve a sustainable and resilient Penang. It is not just an action within the business events industry but a daily practice which encourages everyone in growing sustainable habits. In the meantime, the state also implemented ‘zero plastic policy’ in order to preserve the homeland.