KOTA KINABALU: Sabah is attracting growing interest among Chinese travellers, with more than 10 million searches related to the state recorded on the REDnote social media platform, also known as Xiaohongshu.
Data shared with State Tourism, Culture and Environment Minister Datuk Jafry Ariffin showed that users frequently searched for the state’s iconic sunsets, Mount Kinabalu, islands, seafood and other natural attractions.
Jafry said the figures demonstrate Sabah’s growing appeal in the China market and present an opportunity to convert online exposure into tourist arrivals ahead of Visit Sabah 2027, as REDNote was one of China's leading lifestyle and travel discovery platforms.
“This indication is very encouraging for Sabah. The interest is already there, and our focus now is to turn that interest into actual visits.
“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,” said Jafry, who is in China to promote the state as a destination.
He added that digital platforms such as REDnote have become increasingly important in shaping travel decisions, particularly among youths and independent travellers.
Jafry said Sabah would also explore opportunities for strategic collaboration with REDnote to strengthen destination promotion and reach more potential travellers across China.
“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.
Jafry's visit was part of Sabah's ongoing engagement in China to strengthen tourism promotion, industry partnerships and market access as the state builds momentum towards Visit Sabah 2027.
