KOTA KINABALU: 21 Aug 2026/Fri
Sabah tourism players become informal ambassadors in China
Sabah tourism players become informal ambassadors in China
Sabah tourism players can become informal ambassadors for the state when meeting people in China, said Funholiday managing director Connie Chong.
She said everyday encounters could provide opportunities to introduce Sabah and encourage two-way tourism exchanges.
“When people ask where we are from, it gives us an opportunity to introduce Sabah,” she said during a Zhejiang culture and tourism scenic spots promotion event.
For Chong, tourism links are not only about bringing visitors to Sabah. They are also about encouraging Sabahans to experience China and building business relationships between operators on both sides.
She said online travel platforms had not significantly affected travel agencies, which could remain relevant through small-group tours, customised travel and products that could not easily be replicated online.
“We need to create more highlights in our products to attract customers,” she said.
Travel between Sabah and China was also relatively convenient, she said, with flight times that were not too long.
Jiangxi Chuanzhi general manager Xu Qingchang said packages featuring Zhejiang attractions could be customised, with groups starting from two people.
The standard arrangement was for up to 20 tourists and one tour leader, using 26-seat coaches. Larger groups could also be accommodated at a higher cost.
Fuzhou was the preferred entry point because of its direct-flight schedule from Kota Kinabalu, he said.
From Fuzhou, visitors could continue by high-speed train to Shangrao in Jiangxi, a journey of about 86 minutes.
“This gives customers a more comfortable experience without having to spend long hours travelling by coach,” he said.
“Tourism should be about leisure and enjoyment. If the journey itself adds discomfort, it is not a perfect holiday,” he said.
The itineraries could also be adjusted for groups entering Zhejiang through Fuzhou and visiting Hengdian and Shenxianju instead of travelling through Jiangxi.
Zhejiang Shenxianju marketing director Wang Xing said Shenxianju had developed into a major tourist attraction since its establishment in 1999, while development of the Daxianju area began in 2012.
Hengdian World Studios marketing director Felix Xu said the studios were the world’s largest film and television production base by area, comprising nearly 20 scenic areas.
They include replicas of Beijing’s Forbidden City and Yuanmingyuan, as well as areas representing different periods of Chinese history.
Established in 1996 for film production, the studios later expanded into tourism, entertainment and interaction between visitors and performers.
The Qingming Shanghe Tu scenic area is based on the famous Northern Song painting and recreates the appearance of Bianliang.
Hengdian World Studios head of marketing Joanna Wu also presented the highlights of its attractions.