Sabah sees rise in Chinese tourist arrivals as air connectivity expands

KOTA KINABALU: Chinese tourist arrivals to Sabah rose 25.5 per cent in the first seven months of this year, with 484,699 arrivals recorded between January and July, said Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin.

Speaking at the Sabah B2B Roadshow in Fuzhou today, he said the figure was up from 386,217 arrivals during the same period last year.

"This strong growth reflects the continued demand for Sabah among Chinese travellers and highlights the importance of strengthening our connectivity with China," he said in a statement.

Xiamen Airlines will resume its direct Xiamen-Kota Kinabalu service on Sept 23, 2026.

Together with the existing Fuzhou-Kota Kinabalu route, Sabah will have seven direct flights a week from Fujian province — four from Xiamen and three from Fuzhou.

"This enhanced connectivity will make Sabah more accessible to travellers from Fujian and the surrounding regions, while creating greater opportunities for our tourism industry."

He said Sabah appeals to Chinese tourists through its beaches and rainforests, as well as the warmth of its people and cultural traditions.

The B2B Roadshow was organised in collaboration with the Sabah chapter of the Malaysia Chinese Tourism Association (MCTA), Xiamen Airlines and the Sabah Tourism Board.