The Malaysian Association of Tour and Travel Agents (Matta) Sabah Chapter has embarked on a familiarisation trip to Hainan province in China to strengthen tourism ties and foster long-term collaboration between both sides.
Its Chairman, Mohd Azlan Saleh Abd Salam, said they aims to enhance cooperation in agro-tourism, sustainable farming and rural economic development, areas where both Sabah and Hainan share common strengths.
Azlan said this during the Sabah–Hainan tourism industry exchange and sharing conference themed “Beautiful China Chasing Dreams in Southeast Asia”, held at the Hainan TIDE Group building in Haikou.
The meeting was part of a five-day trip from January 21 to 25 involving 30 travel agents from Sabah, who visited Haikou and Sanya to explore tourism products and attractions.
He noted that Sabah and Hainan share many similarities, including a vibrant urban environment, a strong agricultural foundation and a growing tourism sector that places emphasis on sustainability and community involvement.
Through the visit, Azlan said the Sabah delegation hopes to gain insights into Hainan’s best practices in modern farming, technology adoption and integrated agro-tourism models that could be adapted for Sabah.
He added that the visit also aims to lay the groundwork for long-term partnerships involving tourism players, farmers, investors and policymakers from both sides.
He said collaboration across sectors is essential in building a resilient and future-ready tourism industry in rural and agro-based tourism.
Azlan also expressed appreciation to the organisers and hosts for their hospitality as the programme was an important platform for knowledge exchange, networking and relationship-building.
Sabah Tourism Board (STB) Chief Executive Officer Julinus Jeffrey Jimit, who addressed the meeting via a pre-recorded video, said the board supports efforts to strengthen tourism cooperation between Sabah and Hainan.
He commended Matta Sabah’s initiative in facilitating direct engagement between industry players from both regions, giving that collaborations are vital for product development, market access and joint promotions.
Julinus said Sabah welcomes closer cooperation with Hainan tourism partners in promoting Sabah as a nature-based and culturally rich destination.
He added that enhanced cooperation among industry players would help generate new tourism opportunities while strengthening mutual understanding between Sabah and Hainan.
Meanwhile, Hainan Taide Tourism Investment Group Co Ltd President Yu Hui expressed strong interest in deepening cross-border tourism cooperation with Sabah, citing the complementary nature of both destinations.
Yu said Sabah’s rainforest landscapes and eco-tourism appeal complement Hainan’s coastal attractions and resort offerings.
He said Hainan is advancing the development of the Hainan Free Trade Port and positioning itself as an international tourism consumption centre, offering tourism products such as duty-free shopping, healthcare and wellness tourism, cruise and yacht experiences, aerospace tourism, as well as Li and Miao ethnic cultural attractions.
In comparison, he said Sabah is internationally recognised for its eco-tourism assets, world-class diving sites and multicultural heritage, making cooperation between the two destinations highly promising.
Yu said the group looks forward to working with Matta Sabah to develop and promote multi-stop travel itineraries that allow visitors to experience both destinations in a single journey, aimed at creating a China–Malaysia cross-border tourism corridor.
He said the group is a comprehensive tourism enterprise integrating local tour services, tour guide management, outbound travel and online platform operations.
Its subsidiary, Hainan Nanyang International Travel, leverages Southeast Asian route resources and charter flight capabilities to facilitate both inbound and outbound tourism, enabling two-way tourist flows and resource integration.
Yu added that the group hopes to establish a long-term cooperation mechanism with Matta Sabah through regular exchanges, data sharing and joint promotions.
He also encouraged greater participation from Hainan tourism enterprises to build an open and mutually beneficial tourism ecosystem.
Also present were representatives from Hainan’s travel sector, including Hainan Ronghui International Travel Agency general manager Ji Ping and Hainan Nanyang International Travel Agency assistant general manager Wang Jinglei. STB Board Member Lawrence Chin and, Funholiday Managing Director Connie Chong who initiated the charter flights.