KOTA KINABALU: Sabah’s potential as a top tourism destination needs more exposure in China, according to Datuk Christina Liew, the state Tourism, Culture, and Environment Minister. During her recent visit to Xi’an, Shanghai, and Beijing, Liew discovered that many young Chinese adults were only familiar with Kuala Lumpur when Malaysia was mentioned. However, she remains optimistic that this will change after her productive meetings with government officials and airline representatives in China, which concluded on July 9. In a statement, Liew expressed confidence in seeing an increase in Chinese tourist arrivals in Sabah and emphasized the importance of collaboration and focused efforts to boost tourism activities.
Liew suggested the introduction of Shanghai-Tawau flights in the near future, as outbound tourism is rebounding. She also welcomed AirAsia’s proposal to establish an office in Beijing, aiming to aggressively promote Sabah as a preferred tourist destination. Additionally, AirAsia plans to create a dedicated social media platform, similar to TikTok, to generate buzz and publicity for the state, particularly among young people. AirAsia China general manager, Frank Tang Ting, mentioned that the airline operated 28 weekly direct scheduled flights from China to Kota Kinabalu before the Covid-19 pandemic. Currently, AirAsia offers a total of 36 direct weekly flights from China, including Hong Kong, to Kota Kinabalu.
During her visit, Liew hosted a lunch session with key tourism industry figures, including the director of Tourism Malaysia Beijing and representatives from AirAsia and Malaysia Airlines. Liew emphasized the need to streamline the visa application process to encourage hassle-free travel to Malaysia. According to Razali Tuan Omar, the director of Tourism Malaysia Beijing, the number of visas issued to Chinese tourists has increased since the reopening of international borders. Liew also praised Malaysia Airlines’ proposal to reserve 20 diving permits for each flight as an incentive for diving enthusiasts, among other leisure travelers and adventure seekers.
Throughout her visits, Liew promoted Kunak, a town on Sabah’s east coast, located approximately 58km from Tawau Airport, as another attractive tourist destination. She highlighted Kunak’s relatively undiscovered diving spot, which offers a rich marine life comparable to the famous Sipadan Island. With these efforts and collaborations, Sabah aims to enhance its visibility and draw more tourists from China, ultimately benefiting all parties involved in the tourism industry.
Credit: The Star : News Feed
