By PAUL MU
KOTA KINABALU: Sabah is expected to see an influx of Chinese tourists ahead of the peak summer season.
This is reflected in the growing confidence from the China market, as airlines expand capacity between Shanghai and Kota Kinabalu to meet the rising travel demand.
Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the increased flight capacity reflects strong market momentum and sustained demand from one of Sabah’s key international source markets.
“The continued expansion of air services shows clear confidence in Sabah as a preferred destination for Chinese travellers and it also reflects the positive trajectory of our tourism recovery and growth,” he said.
From July 1 to October 7, Spring Airlines will operate charter services on the Shanghai–Kota Kinabalu route, with an estimated 99 charter flights scheduled during the period.
In addition, scheduled services between Shanghai and Kota Kinabalu will increase to twice daily from July 1 to October 9, operated by China Eastern.
During the peak summer travel period from July 16 to August 31, flight frequencies will be further increased to three services daily, bringing the total an estimated of more than 120 flights over the period.
As of June 15, the route is already served by 14 weekly scheduled flights from Shanghai, operated by AirAsia (7) and Shanghai Airlines (7).
Jafry said the expanded capacity is expected to further stimulate visitor arrivals from China during the peak holiday period, while also strengthening Sabah’s connectivity to long-haul international markets.
Both China Eastern and Spring Airlines operate extensive international networks beyond China, enhancing Sabah’s global accessibility through Shanghai’s role as a major international transit hub.
Between January and April this year, tourism arrivals from China recorded strong growth with 292,396 visitors compared to 195,147 in the same period last year.
The upward trend reflects sustained demand for Sabah as a nature and leisure destination, supported by improving air connectivity and growing international awareness of the state.
“This growing demand not only strengthens air connectivity but also brings wider economic benefits across the tourism value chain. We will continue to strengthen linkages with China as airlines maintain strong interest in expanding services,” said Jafry.
“The Sabah Tourism Board will also continue to facilitate engagement with airline partners across other key international markets to support further route development and long-term tourism growth, including preparations towards Visit Sabah Year 2027,” he added.
‘The continued expansion of air services shows clear confidence in Sabah as a preferred destination for Chinese travellers and it also reflects the positive trajectory of our tourism recovery and growth’ – Jafry
