While Malaysia prepares to open its international borders, Penang continues to launch the BElong Campaign in Kuala Lumpur's Connexion Conference & Event Centre (CCEC).

The BElong in Penang Campaign aims to instil hope and enthusiasm in the Penang business events industry while also creating the basis for the state to continue financing hybrid domestic events once international borders reopen and foreign clients and events return.

According to Penang State Exco for Tourism and Creative Economy, Yeoh Soon Hin, the state requires a robust standard operating procedure (SOP) that assures tourists' safety when visiting Penang, which is why he launched the state's first "responsible tourism" 
In 2020, the state will launch an effort to combat the spread of the Covid-19 virus.

"Resuming cross-border travel will surely help the economy recover while also bolstering the state's viability and efficiency in the face of a rapidly changing global landscape." "Tourism is one of Malaysia's most important economic drivers, accounting for a major share of the country's GDP and giving a significant economic boost," said Yeoh.

He is confident that, when combined with the state's vision of becoming a smart state while continuing to develop its digital economy through Penang2030, the campaign name will entice more tourists and business event organizers to return to Penang and choose Penang as their next preferred destination for future events.

The BElong campaign's concept revolves around three key messages: uncompromising hospitality at the heart of Penang's BE, moving towards the opening of borders as Penang prepares for the return of tourists, business event tourists, and organizers, while Penang has put in place all necessary safety and hygiene measures, and also because Penang will always and forever be where your events and you belong.

The first two letters BE, which are connected with business events, utilize the term 'belong,' which generally means having an affinity for a specific place or scenario, such as a sense of belonging, according to PCEB's Chief Executive Officer, Ashwin Gunasekeran.

"The campaign's goals include sending a positive message that Penang will be open for business in 2022, maintaining destination awareness and increasing destination confidence in health and safety measures for corporate events, increasing RFPs and interest in future events to be held in Penang, and potentially increasing job opportunities in the tourism, hospitality, and business events industries in Penang," according to Ashwin.

This new campaign is appropriate because the borders are set to open in compliance with the state's vision of Penang2030 and recovery plans for tourist and commercial events.