Sabah eyes China tourism boost with new Chongqing route

 By Olivia Miwil

March 20, 2026 @ 2:23pm

Sabah Tourism Board chief executive officer Julinus Jeffery Jimit (right) and China Southern Airlines Kuala Lumpur Office general manager Guo Hao (left) welcoming passengers on board Chongqing Airlines’ Flight OQ2193 at KKIA, on Thursday. – Sabah Tourism Board pic

KOTA KINABALU: Sabah is looking to boost international arrivals with the launch of a new direct flight from Chongqing, China.

The inaugural Chongqing Airlines flight, carrying 154 passengers, landed at Kota Kinabalu International Airport (KKIA) at 11.15pm yesterday.

With the addition of Chongqing, Sabah is now directly connected to eight key cities in China, including Hong Kong, Guangzhou, Shenzhen, Shanghai, Beijing, Hangzhou and Fuzhou.

According to the Sabah Tourism Board, Chinese visitors made up a significant share of international arrivals last year, accounting for 657,528 of the 1,498,709 recorded.

China Southern Airlines Kuala Lumpur office general manager Guo Hao said the new Chongqing–Kota Kinabalu route would strengthen connectivity between the two cities.

"It shortens the distance between Chongqing and Kota Kinabalu, while providing a new channel for residents to travel to Southeast Asia for tourism, business and cultural exchanges," he said in a statement.

He added that Kota Kinabalu's island attractions and tropical landscape have made it a popular destination among Chinese tourists.

Chongqing Airlines, a subsidiary of China Southern Airlines, will operate the route three times a week, on Tuesdays, Thursdays and Saturdays.

The arrival was marked with a water cannon salute coordinated by Malaysia Airports Holdings Berhad (MAHB), while the Sabah Tourism Board hosted a cultural welcome, with greeters in traditional attire presenting souvenirs to passengers.

Among those present were Sabah Tourism Board chief executive officer Julinus Jeffery Jimit and Tourism Malaysia Sabah director Haryanty Abu Bakar.