By WU VUIDE
HAIKOU: Sabah tourism players aim to develop two-way tourism traffic by attracting Hainanese travellers to Sabah, and vice versa.
Malaysian Association of Tour and Travel Agents (Matta) Sabah Chapter Deputy Chairman Alex Chong said the focus is on nature-based tourism, island experiences, culture and the MICE market.
“Based on what I have observed, the MICE market has strong potential in Hainan,” said Chong during Matta Sabah’s five-day familiarisation trip from Jan 21 to 25.
The trip involved 30 members who explored tourism products and attractions in Haikou and Sanya, in China’s Hainan province.
However, Chong said the most important issue raised during the visit was air connectivity.
“Without direct flights, it will be difficult for tourism to grow. Otherwise, we will have to rely on charter flights with fixed schedules,” he said.
Chong said charter flights can work, but they need to be extended and sustained.
Charter flights between Sabah and China’s Hainan province were launched on Dec 24, 2025, and are scheduled to run until March 2026.
“For it to be successful, there must be commitment from both sides,” he said.
Chong said Sabah and Hainan share similarities, but what Sabah offers is not exactly the same.
“Likewise, what Hainan has is different from what we have. The products may be similar, but the experiences are not the same due to climate differences,” he said.
As an example, Chong said both destinations can complement each other. While Hainan has large scale rose gardens, Sabah offers attractions such as Desa Cattle in the highlands.
In terms of beaches, both destinations have attractive coastlines. However, Sabah’s sea temperature is warmer. In Hainan, the water can be cold, making swimming less comfortable, he said.
Sabah also has an advantage, as Tanjung Aru Beach offers one of the best sunset views in the world.
“Hainan’s tourist areas are generally more developed. Sabah is also developed, but not all areas are at the same level yet,” he said.
“In my view, Sabah has a stronger advantage in terms of food, especially fresh seafood,” he said.
In addition, Chong said Sabah offers better options for halal food compared to what he observed in Hainan, adding that Sabah and Hainan also aim to cater to Muslim travellers.
Chong (third from left, front), and Matta Sabah members explore the coconut zone along Sanya beach.
