China travel platform IC>E launches Penang event

Inbound China & Global Travel Exchange (IC>E), a B2B travel trade platform connecting China’s inbound tourism suppliers with outbound travel markets, will host its Penang debut on November 12. The one-day exhibition will take place at the Penang Marriott Hotel.

The event is expected to attract around 200 buyers, mainly from Malaysia, and 30 exhibitors from China. Organized by Broading Exhibition, a Beijing-based company, the event aims to help Malaysian travel agencies expand their supplier networks and source products for China-bound tour programmes.

Victor Lee, CEO of Broading Exhibition, stated that Penang was selected for its position in Malaysia’s outbound travel market, air connectivity with major cities across China and South-east Asia, and established travel trade network.

Lee added: "With advisory and promotional support from the Penang Convention & Exhibition Bureau, this event is expected to strengthen tourism business connections between Malaysia and China. For Malaysian agencies developing China-related products, sourcing reliable ground handlers and navigating the country’s extensive and fragmented tourism resources can be time-consuming. Some also face difficulties dealing with slow or unresponsive suppliers, while others are looking to develop more diverse and customised travel experiences for their clients."

IC>E aims to address these challenges through targeted business matching, allowing agencies to meet suppliers face-to-face and explore products and services within a single day. Buyers will also receive an event directory and access to dedicated service groups to facilitate follow-up connections.

Exhibitors from China will include ground handlers, hotels, visa service providers, high-speed rail booking agents and cruise operators. The event is open to travel trade professionals through free registration, with walk-in access and no advance appointments required.