Sabah sees 10 million searches on Xiaohongshu as China tourism interest surges

Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin presents a memento to Rednote Global Business Regional Head of Asia and Middle East Dodo Kwong. — Picture courtesy of Sabah Tourism, Culture and Environment Ministry

First Published: Thursday, 24 Sep 2026 4:33 PM MYT

KOTA KINABALU, Sept 24 — Sabah has recorded over 10 million searches on REDnote (Xiaohongshu), China’s leading social and lifestyle platform, signalling a massive surge in interest from Chinese travellers, said Datuk Jafry Ariffin

The Sabah minister of tourism, culture and environment disclosed the figures following his visit to the REDnote office in Shanghai yesterday, noting that the high search volume underscores Sabah’s strong visibility in the Chinese market.

“This is a very encouraging indication for Sabah. The interest is already there, and our focus now is to turn that interest into actual visits,” he said.

According to the minister, the platform’s users are most captivated by Sabah’s iconic sunsets, rugged mountains, pristine seas and fresh seafood.

Jafry believes this digital traction presents a prime opportunity to convert online exposure into physical arrivals as the state builds momentum for Visit Sabah 2027.

“We want more Chinese travellers to experience Sabah for themselves, from our spectacular sunsets and Mount Kinabalu to our islands, fresh seafood, wildlife and diverse cultures,” he added.

The minister said that digital ecosystems like REDnote are now pivotal in shaping travel decisions, especially for younger, independent travellers who shun traditional tour packages in favour of peer recommendations.

“China remains an important tourism market for Sabah. As we strengthen air connectivity, our destination marketing must also reach travellers through the platforms they use to discover and plan their holidays,” he said.

The trip to Shanghai is part of a broader strategic engagement in China to tighten industry partnerships and improve market access, ensuring Sabah remains a top-of-mind destination for the region.