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George Town, Malaysia - Penang Amazing Race is a new event service developed by Goche Corporation Sdn Bhd (Gochecorp) that aims to add value and encourage participation in the Business Events (BE) sector and will also allow Meetings, Incentives, Conferences, and Events (MICE) tourism groups that visit Malaysia to experience a new and improved method of travel in Penang. 

Endorsed by the Penang Convention & Exhibition Bureau (PCEB), the Penang Amazing Race signifies game-changing opportunity and experience in the BE sector.

The event simultaneously promotes Penang as a destination for incentive travel, in complement to PCEB's brand campaign, “Experiences Unfiltered”, providing participating business tourists with a taste of Penang’s heritage enclave of George Town, whilst gaining appreciation of the many distinct and historical landmarks of Peninsular Malaysia’s oldest British outpost.

PCEB’s 3-year brand campaign “Experiences Unfiltered” is part of the Bureau’s effort in positioning Penang as a preferred destination for business events. The campaign was officially launched at the inaugural Penang Amazing Race event that saw over 60 MICE industry players from all over Malaysia participate.

“We have some of the best and authentic Asian experiences all under one roof. Not only that, we also have some truly unique venues and event spaces that comprise of UNESCO listed heritage sites and buildings, colonial bungalows and hotels, a large Botanical Garden, marinas and piers, and many more. Penang is a truly unique destination, one where guests can experience our rich diversity through our radiant cultures, prized heritage, inspiring architecture, excellent cuisine and much more,” said PCEB CEO Ashwin Gunasekeran.

“Imagine yourself dashing through the heritage streets of Penang, every stop and checkpoint promises you with exciting activities that will make you experience the rich culture that George Town has to offer. From start to finish, each checkpoint is carefully designed to bring the 'Penang experience' to you. You get to experience what the locals like, eat what the locals eat, see what the locals see and experience Penang how a local wants you to experience. This experiential race is carefully designed by Penangites with YOU in mind, as a traveller to our lovely island of Penang,” said Gochecorp CEO Eugene Goh.

Penang has long been an international tourist destination and a preferred leisure and medical travel and retirement destination. Since 2000, Penang has also been a preferred destination for business tourism and events in Northern Malaysia. Over the past decade and half, the MICE industry in the state has been steadily growing, spurred by the development of premier infrastructure and quality facilities that are able to support MICE activities of larger scales.

“The MICE industry has proven to be a vital driver for Penang's economy. The latest figures from the Malaysia Convention & Exhibition Bureau or MyCEB show that the estimated average spending of international business tourists visiting Penang for exhibitions in 2015 was USD3,500. Last year, the estimated national average spending of business tourists was RM7000 per person compared to the individual traveller's average spending of an estimated RM2000,” said Penang Chief Minister and PCEB Chairperson, YAB Lim Guan Eng.

Following the launch of Experiences Unfiltered, PCEB will be carrying out a social media campaign on Facebook, Twitter and Instagram using #ExperienceUnfiltered and #PenangUnfiltered tags to align with the brand messaging.

For media inquiries, kindly contact:
Yasmin Bathamanathan
Manager, Marketing Communications
Tel: +604 261 6161


About Penang Convention & Exhibition Bureau (PCEB)

Penang Convention & Exhibition Bureau (PCEB) is a state bureau established in 2016 to develop the meetings, incentives, conventions and exhibitions (MICE) industry in Penang.
PCEB aims to position Penang as the preferred location for MICE activities in the region. With its rich UNESCO heritage, thriving multicultural society, state-of-the-art facilities and vibrant natural attractions, Penang offers a truly eclectic tropical experience.

In line with its mission to incubate the growth of MICE in Penang, PCEB serves as Penang's focal point for the coordination of all MICE activities, providing expert assistance to organisations and MICE planners at every step of the planning. PCEB's team of industry experts work hand-in-hand with professional service providers and world-class hotels, convention centres and unique venues to ensure the smoothness and success of each event organized.

PCEB's goal is to enhance our MICE clients' experience and at the same time to expand the beneficial economic impact of local MICE businesses.

About Goche Corporation Sdn Bhd

Goche Corporation Sdn. Bhd. (Gochecorp) was founded in 2001. We are based in Penang and have since created a brand name for ourselves in the event management field. We are proud that our company has grown faster than anyone in this industry simply because we provide the best services to our prominent clients and we are very professional. All products and services are carried out with a high level of creativity custom-essays and innovation which will leave a lasting and memorable experience to all.