Sabah sees 25.5% surge in Chinese tourist arrivals

Sabah has recorded a 25.5 per cent increase in tourist arrivals from China during the first seven months of 2026. According to Sabah Minister of Tourism, Culture and Environment, Datuk Jafry Ariffin, the state saw 484,699 visitors from China between January and July, up from 386,217 during the same period in 2025.

To accommodate this growing demand, Xiamen Airlines will resume direct flights between Xiamen and Kota Kinabalu starting September 23, 2026. Combined with the existing Fuzhou–Kota Kinabalu route, Sabah will receive seven direct weekly flights from the Fujian region, consisting of four from Xiamen and three from Fuzhou.

The Sabah B2B Roadshow in Fuzhou, organized by the Malaysia Chinese Tourism Association (MCTA) Sabah Chapter, Xiamen Airlines, and the Sabah Tourism Board, aimed to strengthen industry ties and explore new cooperation opportunities with travel agents and industry players from Xiamen and Quanzhou.