FUZHOU: 18 September 2026
Sabah is seeing growing momentum from the China market, with visitor arrivals surging by 25.5 per cent in the first seven months of the year, reinforcing China’s position as the state’s largest international source market.
Speaking at the Sabah B2B Roadshow, Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said Sabah recorded 484,699 arrivals from China between January and July 2026, up from 386,217 arrivals during the same period in 2025.
“This strong growth reflects the continued demand for Sabah among Chinese travellers and highlights the importance of strengthening our connectivity with China,” he said.
To further support this growing demand, Xiamen Airlines will resume its direct Xiamen–Kota Kinabalu service on Sept 23, 2026.
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.
He also highlighted that Sabah remains a land of incredible diversity, appealing to Chinese tourists not just through its beaches and ancient rainforests, but also through the warmth of its people and rich cultural traditions.
The B2B Roadshow was organised in collaboration with the Malaysia Chinese Tourism Association (MCTA) Sabah Chapter, Xiamen Airlines and the Sabah Tourism Board.
It brought together key travel agents and industry players from Xiamen and Quanzhou to explore new collaborations.
