By WU VUIDE
GUIYANG: Sabah is leveraging tourism, culture, music and industry partnerships to strengthen travel demand and support the sustainability of the Kota Kinabalu–Guiyang air connection.
Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin said sustaining air connectivity requires more than simply putting flights in the air. It requires people to travel, experience destinations and build lasting connections.
“A direct flight opens the door, but we must give people a reason to keep travelling. That is why we are bringing tourism, culture, music, media and business together,” he said.
The Sabah delegation brings together tourism industry players, the SME Association of Sabah, the Department of Industrial Development and Research (DIDR), Malaysian Chinese Tourism Association (MCTA) Sabah Chapter and other stakeholders.
The exchange programme is designed to promote two-way travel experiences, strengthen engagement between tourism players and media, and create greater exposure for Sabah in the China market.
The programme also features Malaysian singer Shila Amzah, adding a music and cultural element to the tourism exchange.
During the trip, the delegation is also taking part in programmes involving Anshun and Chongqing, providing platforms for tourism, cultural and industry exchanges.
Jafry said the ultimate goal is to translate connectivity into tangible opportunities for Sabah.
“We don’t want connectivity to exist only on a flight schedule. We want those seats filled with travellers, and we want those travellers to discover Sabah, support our tourism industry, experience our culture and create opportunities for our local businesses.
“This is how we build demand, strengthen the market and support the long-term sustainability of the KK–Guiyang connection,” he said.
Jafry (third, right), and guests attending the exchange programme.
