A FIFTY-pax trade delegation from Malaysia, led by Penang chief minister Lim Guan Eng, has been in Guangzhou since Wednesday to promote the island destination to the South China outbound market.

The team, including representatives from the Malaysian Association of Tour & Travel Agents, the Malaysian Association of Hotels, and the Budget Hotel Association, will meet the city mayor of Zhongshan, a prefecture-level city in Guangdong province, as well as provincial leaders.

Lim’s press secretary, Cheong Yin Fan, said: “The market in Guangzhou and China has vast potential. Without the China tourism market, it would be difficult to achieve Penang’s aspirations of (achieving) more than 50 per cent of its gross domestic product from the services and tourism sector.”

The delegation is also due to attend the China (Guangzhou) International Tourism Expo 2011 following the conclusion of the trade mission. There, the state Tourism Development and Culture Office will promote Penang together with Tourism Malaysia at the Malaysia-Penang pavilion.

Specially identified for promotion are Penang’s culinary scene, seascapes, natural hills, and the UNESCO World Heritage-listed city of Georgetown.

“Penang offers a unique and yet certain familiarity for Chinese tourists who are comfortable in the culture and language,” Cheong said.