By WU VUIDE
KOTA KINABALU: Sabah travellers are being encouraged to explore China’s Jiangxi and Fujian provinces through a tourism package highlighting culture, cuisine, scenery and leisure experiences.
Jiangxi Chuanzhi general manager Xu Qingchang said the initiative was introduced following discussions with an airline partner to strengthen outbound travel from Sabah to China.
He said the route had previously recorded stronger inbound traffic from China into Sabah, while the number of Sabahans travelling to China remained comparatively low.
“As a result, there was an imbalance in passenger traffic. More Chinese tourists were coming to Sabah, but fewer Sabah travellers were going to China.
“The airline approached us to explore ways to promote the reverse market by encouraging more travellers from Sabah to visit China,” he said during a China-Malaysia Cultural Tourism Exchange and Sharing session at a restaurant here.
Xu said the programme focuses on Fujian and neighbouring Jiangxi province, which was selected because many Sabah travellers have yet to experience the destination.
He described Jiangxi as the main attraction due to its cultural appeal and immersive travel experiences.
Apart from sightseeing, visitors will be offered cultural activities, Jiangxi-style palace banquets, tours of Wangxian Valley and outdoor leisure experiences.
“One of our unique concepts is moving afternoon tea outdoors, where guests can enjoy tea, fruits and pastries while relaxing on bamboo rafts surrounded by scenic landscapes,” he said.
Xu said the package was designed mainly for travellers aged 45 and above who preferred slower-paced and more relaxing holidays, with most activities planned to be comfortable and accessible, involving minimal strenuous walking.
He said food also plays a major role in the programme, with travellers introduced to renowned Chinese cuisine and signature Fujian dishes.
Among the highlights are Fuzhou’s famous Buddha jumps over the wall, fish balls and rou yan, a traditional dumpling dish made with fish paste and meat filling.
The itinerary includes visits to Jingdezhen, China’s renowned ceramics city known for its porcelain heritage dating back to the Ming Dynasty.
“Every visitor will have the opportunity to experience the ceramic culture there. Jingdezhen is internationally recognised for its porcelain craftsmanship,” he said.
Funholiday managing director Connie Chong said travellers would fly directly from Kota Kinabalu to Fuzhou with Xiamen Airlines in a journey of just over three hours.
“Upon arriving in Fuzhou, travellers will also have the opportunity to experience China’s high-speed rail network, travelling from Fuzhou to Jiangxi in just one and a half hours while enjoying both comfort and efficiency,” she said.
Connie visiting Wangxian Valley, a cliffside scenic destination in Jiangxi.
