KOTA KINABALU: A Chinese airline's resumption of direct daily flights from Shangai to Kota Kinabalu reinforces Malaysia's position as a preferred destination for travellers from China, says Tourism Malaysia.
Spring Airlines' first flight, 9C8593, arrived at Kota Kinabalu International Airport here at 1.30am on Jan 28.
It was welcomed by Tourism Malaysia representative Haryanty Abu Bakar, airline representatives, the Sabah Tourism Board (STB), and Malaysia Airports Holdings Berhad.
Tourism Malaysia said the launch of this daily direct service is an important milestone in enhancing international access to Sabah.
"This air link serves as a direct bridge for discovery between Malaysia and one of China's most vital economic zones," Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said on Thursday (Feb 5).
He said this expansion aligned strongly with Malaysia’s strategic efforts to attract more Chinese visitors, particularly following the implementation of visa-free entry for Chinese citizens.
He noted that as the gateway to Mount Kinabalu and several Unesco-recognised sites, Sabah presents immersive nature-based experiences ranging from lush rainforests to vibrant coral reefs, appealing to China’s growing eco-tourism and adventure travel segments.
The nearby Tunku Abdul Rahman Marine Park enhances this appeal, offering snorkelling and diving experiences that are particularly popular among younger, social media-savvy travellers, he added.
Sabah currently has direct scheduled flights from a range of Chinese cities, including Shanghai, Guangzhou, Hong Kong, Shenzhen, Hangzhou, Wuhan, Beijing, Kunming, Ningbo, Fuzhou and Shantou, operated by carriers including AirAsia and Xiamen Airlines.
China remains one of Malaysia’s key source markets, with visitor arrivals reaching 4.7 million last year, a 25.1% increase from 2024.
