Kota Kinabalu: Sabah is looking to convert more than 10 million searches related to the State on Chinese lifestyle platform REDnote (Xiaohongshu) into actual tourist arrivals, as the State ramps up promotional efforts ahead of Visit Sabah 2027.
The search figures were shared during a visit by Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin to REDnote’s Shanghai office recently, as part of Sabah’s ongoing engagement to strengthen tourism promotion, industry partnerships and market access in China.
Among Sabah’s most searched attractions on the platform are its sunsets, mountains, seas and seafood.
Jafry said the figures reflect Sabah’s visibility in the China market and an opportunity to translate that online interest into visits.
“This is a very encouraging indication for Sabah. The interest is already there, and our focus now is to turn that interest into actual visits,” he said.
“We want more Chinese travellers to experience Sabah for themselves, from our spectacular sunsets and Mount Kinabalu to our islands, fresh seafood, wildlife and diverse cultures.”Jafry noted that digital platforms such as REDnote have become increasingly influential in shaping travel decisions, particularly among independent and younger travellers, and said Sabah would explore strategic collaboration with the platform to strengthen destination promotion.
“China remains an important tourism market for Sabah. As we strengthen air connectivity, our destination marketing must also reach travellers through the platforms they use to discover and plan their holidays,” he said.
The Shanghai visit is the latest in a series of engagements as Sabah builds momentum toward Visit Sabah 2027, with China remaining a key source market for the state’s tourism sector.
