GUIYANG: 21 September 2026
Sabah is leveraging tourism, culture, music and industry partnerships to drive demand and sustain the Kota Kinabalu–Guiyang air link.
Sustaining connectivity requires more than putting flights in the air, said Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
It requires people to travel, experience destinations and build lasting ties.
“A direct flight opens the door, but we must give people a reason to keep travelling. That is why we are bringing tourism, culture, music, media and business together,” he said.
The Sabah delegation includes tourism industry players, the SME Association of Sabah, the Department of Industrial Development and Research [DIDR], the Malaysian Chinese Tourism Association [MCTA] Sabah Chapter and other stakeholders.
The exchange is designed to promote two-way travel, strengthen engagement between tourism players and the media, and raise Sabah’s profile in the China market.
Malaysian singer Shila Amzah is part of the programme, adding a music and cultural element.
The delegation will also take part in programmes in Anshun and Chongqing to foster tourism, cultural and industry exchanges.
Jafry said the goal is to turn connectivity into tangible opportunities for Sabah.
“We don’t want connectivity to exist only on a flight schedule. We want those seats filled with travellers who discover Sabah, experience our culture and create opportunities for local businesses,” he said.
“This is how we build demand, strengthen the market and secure the long-term viability of the KK–Guiyang route.”
