The Pahang State Government, through Tourism Pahang, organized the Pahang 2019 Festival from November 21 to 24, 2019 at The Square, Publika, Solaris Dutamas, Kuala Lumpur, to promote the uniqueness of the culture, arts and tourism destination of Pahang State to the general public.

The main objective of the program is to promote the uniqueness and variety of tourism activities available in the state of Pahang. Various activities were planned during the four days of the program, including tourism exhibitions and sales, handicraft demonstrations and traditional Pahang cuisine, cultural performances and ' B2B ' sessions with tourism industry activists.

The opening ceremony of the Pahang 2019 Festival was officiated by the Pahang State Tourism Exco, Dato 'Sri Mohd Sharkar bin Haji Shamsudin, on 22 November 2019 at The Square, Publika, Solaris Dutamas, Kuala Lumpur.

The 2019 Pahang Festival is an annual event held since 2010, organized by Tourism Pahang. Tourism Pahang has since taken this initiative in conjunction with the national campaign of the National Visit of Malaysia 2020 (VM2020), to promote events aimed at promoting the State of Pahang and Malaysia in general. Together with Tourism Malaysia Eastern Region, other departments include Tioman Development Board, Pahang Malaysia Craft Office, Pahang FAMA Branch, Pahang State Department of Culture and Arts, Pahang State Agriculture Department, Kuantan Municipal Council, Nanas Industrial Board Malaysia,
Hotel Association of Malaysia (MAH) Pahang, Association of Budget Hotel Malaysia (MYBHA) Pahang and Association of Tourism and Adventure Agents of Malaysia (MATTA) Pahang.

The Pahang Festival brings together several elements, events, and involvement to attract visitors to the festival including a tourism booth; together with hotels and resorts (MAH Pahang & MYBHA Pahang), tourism agencies and operators (MATTA Pahang), as well as Tourism Pahang itself. The Small and Medium Industries (SMI) brand booth also offers local Pahang products such as black sambal, Pahang cooking demonstrations such as tempoyak patties, Murtabak Ferry Jerantut, as well as local fruits such as pineapple, durian, honey jackfruit, rockmelon and others from the Pahang State Department of Agriculture and FAMA Pahang District.

For the handicraft booth, Pahang Branch's Malaysian Handicraft Development Corporation also arranged a demonstration of Pahang weaving ("Royal Pahang Weaving"-the official name for official Pahang weaving), batik cutting, wood carving, as well as exhibition and sales handicraft goods.

The program will also raise public awareness of the variety of tourism products available in Pahang State while attracting more domestic and international tourists to visit Pahang in conjunction with the promotion campaign for the Malaysia 2020 Visit Year.