KOTA KINABALU, July 1 — Sabah is recording a sharp increase in tourist arrivals from China, driven by rising travel demand and expanded flight capacity between Shanghai and Kota Kinabalu.
Sabah Tourism, Culture and Environment Minister Jafry Ariffin said that confidence in Sabah’s tourism industry is still growing as visitor arrivals from China reached 292,396 between January and April this year, up from 195,147 in the same period last year.
“The continued expansion of air services shows clear confidence in Sabah as a preferred destination and reflects the positive trajectory of our tourism recovery,” he said.
Air connectivity between Shanghai and Kota Kinabalu has been significantly strengthened, with China Eastern increasing scheduled flights to twice daily from July, rising to three daily services during peak travel periods.
Meanwhile, Spring Airlines will operate an estimated 99 charter flights on the route between July and October to cater to the summer holiday surge.
Existing services by AirAsia and Shanghai Airlines continue to support steady connectivity, bringing total weekly flights to 14 as of mid-June.
Jafry said the expanded capacity is expected to further stimulate arrivals from China while enhancing Sabah’s position as a regional tourism hub.
“The growing demand not only strengthens connectivity but also generates wider economic benefits across the tourism value chain,” he added.
He said the state will continue working with airline partners and key markets, particularly China, in preparation for Visit Sabah Year 2027.
Sabah has been actively promoting its nature-based attractions and leisure offerings, which remain key draws for international visitors. China remains Sabah’s biggest international tourism market.
