CHONGQING: 19 September 2026
Sabah is pushing for a bigger share of China’s outbound tourism market, with direct flights putting the state within easier reach of Chinese travellers.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the three-times-weekly direct service by Chongqing Airlines between Chongqing and Kota Kinabalu gives Sabah a clear advantage ahead of Visit Sabah 2027.
“From Chongqing to Sabah, it’s just one direct flight away. No complicated journey – just pack your bags and come experience Sabah.
“More flights mean more visitors, and more visitors mean more opportunities for our tourism industry and local communities,” he said at the Sabah B2C Roadshow in Chongqing.
Also present were Tourism, Culture and Environment Ministry permanent secretary Datuk Josie Lai, Chongqing Airlines deputy manager of marketing Wang Heng, Sabah Tourism Board deputy chief executive officer Tay Shu Lan, and Malaysian Chinese Tourism Association (MCTA) Sabah Chapter vice president Amity Wong.
The roadshow brought together 10 Sabah tourism operators with Chinese travel trade partners to promote the state’s islands, wildlife, nature, culture and adventure products.
“China is a key market for Sabah. With Visit Sabah 2027 approaching, we are not waiting for tourists to find us – we are bringing Sabah directly to them,” Jafry said.
