KOTA KINABALU: More promotion of Sabah as a tourism destination is needed in China, says state Tourism, Culture and Environment Minister Datuk Christina Liew.
She said that the feedback received from tourism industry players during her recent visit to Xi'an, Shanghai and Beijing found that most young Chinese adults were only familiar with Kuala Lumpur when Malaysia was mentioned.
"All parties concerned can reap the benefits of reciprocal tourism if we are focused and collaborate to heighten our tourism activities in promoting each other's interests for mutual gain," she added. According to AirAsia China general manager Frank Tang Ting, AirAsia had operated 28 weekly direct scheduled flights from China to Kota Kinabalu during the pre-Covid-19 period versus the present as of July 1, 2023.
The breakdown is 10 weekly flights from Hong Kong, seven weekly flights from Guangzhou, Shenzhen and Beijing each and another five weekly flights from Wuhan. Razali had informed Liew that the number of visas issued to Chinese tourists travelling to Malaysia has increased since the international borders were reopened.
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