KOTA KINABALU: China tourists make up the largest slice of Sabah’s international tourism market, says state Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
He said arrivals show growing momentum, with China visitor arrivals surging by 25.5% in the first seven months of the year.
Sabah recorded 484,699 arrivals from China between January and July 2026, a significant increase from 386,217 arrivals during the same period in 2025, he said.
"This strong growth reflects the continued demand for Sabah among Chinese travellers and highlights the importance of strengthening our connectivity with China," Jafry said at the Sabah B2B (Business to Business) Roadshow in China’s Fuzhou on Friday (Sept 18).
To further support this growing demand, Jafry said Xiamen Airlines will resume its direct Xiamen–Kota Kinabalu service on Sept 23.
Jafry said that together with the existing Fuzhou–Kota Kinabalu route, Sabah will now benefit from seven direct flights per 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," Jafry said.
Jafry noted that Sabah’s diverse tourism attractions — including beaches, islands, rainforests, people, and rich cultural traditions — remain an appeal to Chinese tourists.
The B2B Roadshow was organised in strong collaboration with the Malaysia Chinese Tourism Association (MCTA) Sabah Chapter, Xiamen Airlines, and the Sabah Tourism Board. It successfully brought together key travel agents and industry players from Xiamen and Quanzhou to explore new collaborations.
